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MGT6311 > Display Advertising (ch 12) Wk2 > Flashcards

Display Advertising (ch 12) Wk2 Flashcards

1
Q

True or False:

Digital Advertising spend is trending to overtake TV ad spend in the next few years.

A

True

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2
Q

Programmatic ad buying is the use of ________ to purchase digitall advertising.

A

Programmatic ad buying is the use of software to purchase digitall advertising.

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3
Q

True or False

Building brand awareness in NOT a Display Advertising Goal.

A

False:

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4
Q

True or False

Increase share of voice is a display Advertising Goal

A

True

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5
Q

Which of the following are Display Advertising Goals?

  • Create consumer demand
  • Inform consumers
  • encourage conversions
  • Build brand loyalty
A

Which of the following are Display Advertising Goals?

  • Create consumer demand
  • Inform consumers
  • Increase sales
  • Build brand loyalty
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6
Q

True or False

Drive response and sales is a Display Advertising Goal.

A

True

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7
Q

What is the average Click Through Rate for Google Display advertising?

A

Average CTR for Display advertising = 0.46%

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8
Q

What is the average Click Through Rate for Google Search Network?

A

Average CTR for Google Search Network = 3.17%

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9
Q

Try and see if you can name 5 types of Display Ads.

A

Types of Display Ads

  • Banner Ads - Images or Animations
  • Pop Up - Pop under ads
  • Interstitial ads
  • Floating Ads
  • Wallpaper Ads
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10
Q

Definition:

These ads are designed to be placed between content, and are typically displayed at transition points in an app flow, such as between activities, during a pause, or between levels in a game.

A

Interstitial Ads

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11
Q

Name the 3 largest Common Display Ad Sizes.

A
  • Skyscraper
  • Wide Skyscraper
  • Half Page
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12
Q

Definition:

The length of time a user remains exposed to an ad after first engaging with it.

A

Dwell Duration

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13
Q

True or False:

In principle vertical ad units are most likely to viewed more regularly and for longer periods of times.

A

True

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14
Q

Choose One:

The optimal placement for ad position is:

  1. Directly Above the Fold
  2. Top of the Page
  3. Directly Below the fold
A

The optimal placement for ad position is:

  1. Directly Above the Fold
  2. Top of the Page
  3. Directly Below the fold
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15
Q

What type of ad allows you to serve personalized ads based on data sets you provide - location, interest, language, device, behavior among other metrics?

A

Dynamic Creative Optimization Ads

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16
Q

Definition:

Ads shown based upon a web pages Ad Copy and the ads associated relevance.

A

Contextual Ad

17
Q

What method of ad serving allows for a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web and encourage the behavoir below

A

Retargeting

18
Q

An online advertising network or ad network is a company that connects ________ to _________ that want to host advertisements

A

An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements

19
Q

What entity provides the following value?

  • Help advertisers publish advertisement at scale
  • Ensuring ads are delivered to sites that align with the advertisers target audience behaviours and
    demographics.
  • Help geo target ads based upon the user’s location when needed
  • Provide useful analytics, such as number of views, how many times an ad was clicked, etc
A

Ad Networks

20
Q

Name four Display ad payment models

A

Name four Display ad payment models

  1. CPM - Cost per mille (1,000 impressions)
  2. CPC - Cost per click
  3. CPA - Cost per aquisition
  4. Fixed/cost/flat rate (per time interval)
21
Q

CPM – Cost per mille equal how many impressions?

A

Cost per mille ( 1000 impressions)

22
Q

The ability to track data is a distinct advantage for advertising utilizing Display advertising. Name 5 peices of data that can be tracked.

A

The ability to track data is a distinct advantage for advertising utilizing Display advertising. Name 6 peices of data that can be tracked.

  1. Impressions
  2. Clicks
  3. Time of day
  4. Device/OS
  5. Region
23
Q

Name a type of display add that is aimed at engaging the end user with enticing them to click, press a button or otherwise promote an emotional response.

A

Interactive display ad

MGT6311 (9 decks)

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