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iab DMSC Training > A: The Digital Advertising Ecosystem > Flashcards

A: The Digital Advertising Ecosystem Flashcards

0
Q

What is the new consumer decision journey?

A 
Awareness
Consideration
Preference 
Purchase
Loyalty
Advocacy
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1
Q

What is the traditional consumer buying funnel?

A

Awareness
Consideration
Preference
Purchase

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2
Q

What is the definition of owned media?

A

A channel a brand controls

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3
Q

What is paid media?

A

Brand pays to leverage a channel

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4
Q

What is earned media?

A

When customers become the channnel

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5
Q

Give an example of owned media.

A

Website
Mobile site
Blog
Twitter feed

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6
Q

What’s the role of owned media?

A

Build long term relationships with existing potential customers and earn media

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7
Q

What’s a benefit of owned media?

A 
Control
Cost efficiency
Longevity
Versatility
Niche audiences
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8
Q

What are the challenges of owned media?

A

No guarantees
Company communication not trusted
Takes time to scale

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9
Q

Give an example of paid media

A

Display ads
Paid search
Sponsorships

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10
Q

What is the role of paid media?

A

Shift from foundation to a catalyst that feeds owned and creates earned media

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11
Q

What are the benefits of paid media?

A

In demand
Immediacy
Scale
Control

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12
Q

What are some challenges of paid media?

A

Clutter
Declining response rates
Poor credibility

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13
Q

What are some examples of earned media?

A

WOM
Buzz
Going viral

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14
Q

What is the role of earned media?

A

Listen and respond-is often the result of well-executed owned and paid media

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15
Q

What are the benefits of earned media?

A

Most credible
Key role in most sales
Transparent and lives on

16
Q

What are challenges of earned media?

A

No control
Can be negative
Scale
Hard to measure

17
Q

Who is buying media?

A

Holding companies
Trading desks
Agencies
Brands

18
Q 
These four elements are part of what consumer journey?
Awareness
Consideration
Preference 
Purchase
A

Consumer buying funnel

19
Q

How does SEO differ from SEM?

A

SEO is organic, SEM is paid

20
Q

What are generally accepted as the best optimization tool to add to a banner flight to maximize unique reach?

A

Frequency cap (limits duplications by limiting the amount of times an individual sees an ad).

21
Q

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?

A

560,000

14,000,000.20.20

22
Q

For industry compliant advertisers, the Ad Choices logo appears on ads that are:

A

Behaviorally targeted

People need to be able to opt-out

iab DMSC Training (8 decks)

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