A: The Digital Advertising Ecosystem Flashcards
What is the traditional consumer buying funnel?
Awareness
Consideration
Preference
Purchase
What is the definition of owned media?
A channel a brand controls
What is paid media?
Brand pays to leverage a channel
What is earned media?
When customers become the channnel
Give an example of owned media.
Website
Mobile site
Blog
Twitter feed
What’s the role of owned media?
Build long term relationships with existing potential customers and earn media
What’s a benefit of owned media?
Control Cost efficiency Longevity Versatility Niche audiences
What are the challenges of owned media?
No guarantees
Company communication not trusted
Takes time to scale
Give an example of paid media
Display ads
Paid search
Sponsorships
What is the role of paid media?
Shift from foundation to a catalyst that feeds owned and creates earned media
What are the benefits of paid media?
In demand
Immediacy
Scale
Control
What are some challenges of paid media?
Clutter
Declining response rates
Poor credibility
What are some examples of earned media?
WOM
Buzz
Going viral
What is the role of earned media?
Listen and respond-is often the result of well-executed owned and paid media
What are the benefits of earned media?
Most credible
Key role in most sales
Transparent and lives on
What are challenges of earned media?
No control
Can be negative
Scale
Hard to measure
Who is buying media?
Holding companies
Trading desks
Agencies
Brands
These four elements are part of what consumer journey? Awareness Consideration Preference Purchase
Consumer buying funnel
How does SEO differ from SEM?
SEO is organic, SEM is paid
What are generally accepted as the best optimization tool to add to a banner flight to maximize unique reach?
Frequency cap (limits duplications by limiting the amount of times an individual sees an ad).
There are 14 million emails successfully delivered to W 35-54. The open rate is 20% and the CTR is 20%. How many people landed on brand.com?
560,000
14,000,000.20.20
For industry compliant advertisers, the Ad Choices logo appears on ads that are:
Behaviorally targeted
People need to be able to opt-out
What is the new consumer decision journey?
Awareness Consideration Preference Purchase Loyalty Advocacy
