POEM: refers to a classification of online communication according to the different types of media exposure: Paid, Owned, and Earned Media.
PAID MEDIA: refers to the audience obtained by purchasing advertising space in the form of ads (banners, sponsored articles, etc.)
. OWNED MEDIA: refers to an advertiser's audience captured on media that it owns and controls, such as a brand website, social networks, or an app.
EARNED MEDIA: refers to the audience obtained free of charge from media that the advertiser does not control, such as social media, press relations, or word of mouth.
DISPLAY: display is the digital version of advertising in traditional media; it refers to the insertion of advertising formats such as banners and videos on the web.
SEARCH: Another form of digital advertising developed on search engines to allow advertisers to appear at the top of the list when a keyword is searched for by an internet user
. CLICK-THROUGH RATE: The percentage of internet users exposed to an online banner ad who activate it by clicking on it.
CPC: CPC, or Cost Per Click, is one of three pricing models for online advertising: performance. This refers to the cost per click on a banner or sponsored link; the cost per click results in the advertiser being billed according to the number of clicks made by internet users on an advertisement.
RETARGETING: Retargeting is an advertising method that allows you to retarget a visitor who has viewed a website or ad without completing a purchase or converting.
CAPPING: A process that automatically limits the maximum number of times a computer, or more specifically an IP address, is exposed to an advertising message. Capping is used in advertising to optimize campaigns by limiting their intrusiveness.
UGC (USER-GENERATED CONTENT) refers to all content created by internet users themselves on websites, social media, forums, etc.
See also: key indicators for TV media planning