The rate paid per 1,000 impressions (views) of an advert.
The amount charged each time a user clicks on an advert.
Average cost of a conversion (purchase, registration, etc.).
Cost incurred to acquire a qualified lead (form, quote).
Revenue generated for every euro invested in advertising.
Overall return on investment calculated based on the campaign’s total profitability.
Click-through rate, i.e. the percentage of users who clicked after seeing the advert.
Conversion rate, i.e. the proportion of clicks that result in actions.
An advertising pressure indicator that measures reach and frequency on TV, radio or billboards.
The cost charged for viewing an advertising video.
Traditional outdoor advertising (4×3 billboards, bus shelters, railway stations).
Outdoor advertising on digital screens.
Paid search engine advertising (Google Ads, Bing Ads).
Search engine optimisation aimed at ranking a website in organic search results.
Paid adverts on social media (Meta, TikTok, LinkedIn).
A television connected to the internet, enabling digital advertising to be targeted via the TV screen.
Distribution of video advertising formats online (YouTube, TV catch-up services, media websites).
A real-time auction system that automates the purchase of advertising space.
A tool used by agencies to buy ad space via programmatic advertising.
A platform used by publishers to sell their advertising space at auction.
A tool for consolidating audience data to refine targeting.
A tool for measuring and analysing web and application traffic.
A tag management system that simplifies the integration of tracking scripts.
Percentage of the target population exposed to the advert at least once during the campaign.
Average number of times a person in the target audience is exposed to the advert.
The overall intensity of a campaign, calculated by combining the level of coverage and the level of repetition.
The proportion of a brand’s investment or advertising spend relative to that of all its competitors.
The degree to which a media outlet’s audience profile matches the brand’s core target audience.
That part of a media outlet’s audience that precisely matches the profile sought by the advertiser.
A strategic geographical area centred on a retail outlet from which the majority of customers come.
Purchase of advertising space at a preferential rate, whereby the advertising agency retains the freedom to determine the exact time of broadcast depending on its unsold inventory.
A variant of ‘floating’ where the advertiser imposes certain broadcasting restrictions (e.g. only at weekends or during the day).
Booking a strategic position (e.g. the first or last slot on a TV screen, a full-page spread on the right-hand side of a newspaper), which generally incurs a surcharge.
Prime-time slots (evening for TV, morning for radio) that guarantee the highest audience figures.
Broadcasting of a campaign spread continuously across all time slots throughout the day.
Dividing the day into time slots so that adverts are shown only at times when the target audience is most active.
Broadcasting a specific message within a limited geographical area as part of a national network (e.g. a local radio advert on a national station).
A short visual or audio clip broadcast just before or after a programme (‘This programme is brought to you by…’).
The total amount of advertising space available for sale in a given medium over a specified period.
The level of advertising saturation in a particular medium. High levels of advertising saturation may reduce the message’s memorability.
A legal document by which an advertiser authorises its media agency to negotiate and purchase advertising space on its behalf.
French regulations ensuring price transparency by requiring advertising agencies to invoice the advertiser directly and to pass on all discounts to them.
A comprehensive post-broadcast analysis comparing actual performance against forecasts.