Chapter 8 Flashcards
Internet advertising has grown exponentially in recent years, surpassing TV advertising in the United States and becoming the
second-largest advertising channel worldwide.
social media advertising is
any form of digital advertising that uses social media sites and apps and involves advertisers paying for ad placement.
Although most of the paid social media is placed on online social media sites, the focus has begun to shift to
mobile social media apps.
In addition to paid social media, __ and __ are the other two largest types of internet advertising.
display advertising and search advertising
__ __ is the most ubiquitous form of digital advertising, both in online and mobile formats—you see these ads on any webpage that allows to serve them (publishers).
Display advertising
Unless you rely extensively on tools designed to block them, such ads inevitably appear all over the webpage when you access various kinds of content, including news, photos, and videos.
utilizes billions of online and mobile search queries consumers make every day. It is the most common form of pay-per-click advertising, usually appearing either at the top or to the right of your Google search results.
search advertising
One of the key features distinguishing social media advertising from other forms of advertising is that
the value of the company is derived not only from the primary consumer exposure to some branded content, but also from the social interactions that may follow if consumers proceed to share the ad with other consumers on a social media site where the advertising takes place.
sharing can immediately
boost the reach (number of consumers exposed to the ad), without any additional expenditure by the company
if some consumers decide to share the advertisement, the ad content will be perceived to be
endorsed by them.
implicit endorsement has been shown to
increase the likelihood of the ad having an impact on consumers who have been exposed to it indirectly through other consumers, who were exposed to the ad directly prior.
Why are social media sites so interested in knowing so much about you?
the site has a strong incentive to collect as much information about you as possible, in order to take advantage of this consumer data through creating detailed microtarget groups and making them available to advertisers for marketing purposes.
one of the key advantages of social media advertising
targeting efficiency
Industry statistics show Facebook ads have eight to nine times higher __, compared to display ads.
click-through rates
Promoted Tweets have been shown to deliver engagement rates of __ to __, which is also substantially higher than an average display ad.
1%-3%
targeting on social media sites is based on
user interests that are loosely related to the likelihood of a user being potentially interested in your product or service
search ads target consumers who
explicitly share their intent (interest) in a particular product or service.
social media ads are generally more effective in
the early stages of the sales funnel, and less effective in the final conversion stage.
If you design a perfect social media ad copy and will not change it for weeks, site users will perceive your brand to be
boring and unresponsive, not matching the fast-changing pace of their newsfeeds.
your social media advertisements must __ __, incorporating fresh and timely content.
rotate often
Key decisions every marketer needs to make when it comes to social media advertising include
(1) which social media site to advertise on,
(2) how to get people to pay attention to the ad, and
(3) how much to pay for boosting reach.
which social media site to advertise on
depend on the interests and preferences of your target segment, as well as the goal of your marketing communication.
Unfortunately, marketers often pursue a channel-focused approach, whereby they fully concentrate on
making decisions about the target segment, content, and bidding for one channel at a time.
Although such razor-sharp concentration per channel might result in some short-term gains, often it leads to
losing potential strategic advantages of integrating advertising across multiple channel types.
More generally, because different advertising channel types have different strengths, relative to the sales funnel, marketers can gain much by properly integrating them, in order to
“move” targeted consumers through the funnel
