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ecommerce Flashcards

1
Q

TRANSACTIONAL FUNNEL

A

A - awareness
I - interest
D - desire
A - action

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2
Q

order now, enjoy this,
place order

A

Call to action (CTA)

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3
Q

THE SHOPPER’S JOURNEY IN THE AGE OF DIGITAL

A

 Tv
 Friends and family
 Online
 Print media
 Brick and mortar stores (physical store)

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4
Q

EVOLUTION OF MASS MEDIA

A

Print from 1400s
Recordings from 1890s
Cinema from 1900s
Radio from 1920s
TV from 1940
Internet from 1992
Mobile from 1998

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5
Q

HOW WE RECEIVE INFO FROM THE PAST

A

 TV
 Print
 Radio
 Billboards
 Word of mouth
 Snail mail

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6
Q

is not just a receiver of information, but has also become a content creator

A

hyper connected consumer

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7
Q

The Hyper-connected consumer:
 Has access to more
information
 Has a voice
 Is also a content creator

A

DIGITAL HAS EMPOWERED CONSUMERS

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8
Q

Mobility – viewing takes place in alternate
locations using mobile devices
 Alternate Content Providers – wide array
of programming available without tv or
cable
 Multi-tasking – viewers are more likely to
be engaged in another activity while
watching tv
Scheduling – ability to watch when you
want to watch it is driving consumer
choices
 User-Generated Content – time spent
creating your own content or watching
other people’s content takes time from
traditional tv.

A

DIGITAL HAS CHANGED TV VIEWING HABITS

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9
Q

Digital has disrupted the consumer’s path to purchase. Now, consumers use social
media and price comparison websites to help make purchasing decisions.

A

DIGITAL HAS CHANGED SHOPPING BEHAVIOR

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10
Q

 Ordinary people who are known to be experts in a particular topic have a
following online

 The collective power of ordinary people can shape and influence conversations
online.

A

DIGITAL HAS MADE INFLUENCERS OUT OF ORDINARY PEOPLE

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11
Q

The digital audience is not afraid to express opinions, good or bad. They also have access to the most powerful distribution channel ever made so far.

A

THE DIGITAL AUDIENCE DEMANDS AUTHENTICITY

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12
Q

Digital evens out the playing field between big and small players. For a fraction of the cost, brands or companies
with limited budgets can reach their desired market with creative and targeted
campaigns.

A

DIGITAL EVENS OUT THE PLAYING FIELD

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13
Q

The number of unique people who saw a particular ad or content

A

Reach

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14
Q

 Fullfillment can be physical or digital
 Within this model are various set-ups
 Drop-shipping: a store
doesn’t keep stock of the
products it sells.
 Affiliate Marketing: a 3rd party
products is listed on a site ,
every time that products is
purchased from that site, a
commission is paid to the site
owner.
 The product can be something digital
such as video-on-demand purchased
and streamed from i-tunes
 Ex: Walmart, Amazon that sells goods
and digital products (kindle books)

A

SELL A PRODUCT

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15
Q

Fulfillment can be physical or digital
 It can be a service sold online, but the
fulfillment is offline.
Ex. Dealgrocer
 Sewrvice sold online and fulfillment is
also online
Ex. Online tutorials, online therapy

A

SELL A SERVICE

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16
Q

Raise money digitally for investment or
non for profit endeavors
 Greenpeace.org
 Kidstarter
 GoFundMe

A

FUNDRAISING

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17
Q

Products ,services or other types of
access, privileges or discounts can be
sold via subscription
 Fulfillment can be physical, digital, or
mixed
 Subscription categories:
 Entertainment: Netflix, Hulu,
Spotify
 Business Media Access:
Hootsuite, Harvard Business
Review
 Discounts/Loyalty: Amazon
Prime
 Product Fulfilment: Birchbox
 Software as a service:
Microsoft 365, Evernote

A

SELL A SUBSCRIPTION

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18
Q

companies to sell the data they are able
to collect
 Alexa.com
 Social listening tools such as social
studio
 Publishers

A

GATHER AND RESELL DATA

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19
Q

Hottest growing business in the digital
world
 Brokers bring together the buyer and the
seller
 They list a product or a service that
another company offers, collect the
payment, and let the other company fulfill
the promise of the offer.
 Airbnb, Uber, Grab

A

BROKER TRANSACTIONS

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20
Q

Digital properties which sell leads are
similar to the brokering transactions
category in that they connect buyers and
sellers
 They get paid for sending a customer and
their details to a potential seller.
 Ecomparemo.com, Moneymax.ph

A

SELL LEADS OR REFERRALS

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21
Q

Digital advertising has the ability to target
ads based on a user’s profile or current
needs
 This is why over 70% of all internet
advertising is on Google or Facebook:
both of these sites offer advertising
platforms that are highly targeted as well
as of massive scale.
 Sponsorship: when a brand takes over a
section of a site

A

ADVERTISING OR SPONSORSHIP

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22
Q

The internet’s biggest success story is a
directory – google, where sites pay to be
listed more prominently than they
otherwise might be.
 Zomato, yelp and TripAdvisor are also
part of this model with have advanced
revenue models in which sites may
charge a variety of fees in the form of
listing fee to be in a directory, or to have
an “enhanced” listing, or may even use
the affiliate/referral mode

A

DIRECTORY

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23
Q

Digital properties whose purpose is to
simply promote something else, often
another channel
 Company websites fall under this
category

A

MARKETING

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24
Q

Digital ads
Search Engine Optimization
(SEO)

A

Considerations

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25
Q

 Information
gathering, shopping
 Blogs
 Influencers
 Groups/Communities
 Social Media
 Website

A

Active Evaluation

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26
Q

 Ongoing exposure
 Online word of mouth usually
via Social Media

A

Post Purchase Experience

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27
Q

 Online word of mouth usually
via Social Media
 Apps
 Community
 Online Promos

A

Loyalty Loop

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28
Q

Helps the brand manager formalize
his/her plans for a campaign and specify
the ways how they can be achieved
 To put everyone involved in a campaign
on the same page to avoid
inconsistencies
 A document that generally contains the
following information:
 Campaign background/
context
 Objectives of a digital
campaign
 Target audience
 Current offline strategy
 Campaign period
 Budget

A

PURPOSE OF DIGITAL CAMPAIGN

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29
Q

is a
comprehensive document that details a
brand’s digital strategy and initiatives for
a given period
 It contains specific digital activities that
will be done in order to achieve the
brand’s marketing objectives.

A

Digital Marketing Plan

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30
Q

What do you want to achieve with this
digital campaign?
 Is it to create awareness for a new
product or variant?

A

OBJECTIVES

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31
Q

What are the top 3 competitors doing
online?
 What are your competitors’ digital
assets?
 Do your competitors have a strong online
presence?
 What are they doing right/wrong?
Example:
Objectives
 To increase Jack n’ Jill Calbee’s product
awareness mainly coming from digital
 Utilize Jack n’ Jill Calbee’s existing digital
properties as the primary communication
tool
 Amplify online engagement of Jack n’ Jill
Calbee’s overarching campaign and subcampaigns thru content and ads
 Induce product trial thru digital and below

A

DIGITAL AUDIT/COMPETITIVES

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32
Q

 Define your primary and secondary
target market. Keep in mind that your
offline market may not be the same as
your online market.
 What is the psychographics of your target
audience? Are they millenials?
 Are they office workers? Students?

A

TARGET AUDIENCE

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33
Q

Based on the brand’s personality ,
values, and objectives, how will you get
the message across online that will catch
the attention of your target audience?

A

THE BIG IDEA

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34
Q

A summary of the brand’s various digital
activities and how they will complement
each other to achieve objectives

A

DIGITAL ECOSYSTEM

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35
Q

 What combination of platforms and
channels will be used?
 What role do each play in the campaign?

A

PLATFORMS AND CHANNELS

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36
Q

 What content will be used for each of the
platforms or channels to be utilized?
 What are the content categories?
 Content plan and calendar

A

CONTENT

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37
Q

 How will the campaign reach its target
audience?
 What are the promotional plans to be
used? Purely social?
 What are the timing of the promotional
activities?

A

DISCOVERABILITY

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38
Q

 How is the campaign going to be
measured?
 Awareness: Reach, Frequency,
Impressions, Video Views, Shares, Likes
 Conversion: No. of clicks, No. of
Purchases.

A

KPIS

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39
Q

 What keywords will you use to monitor
your brand online?
 The brand name, your competitors, other
related keywords such as the category

A

SOCIAL LISTENING

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40
Q

 Preparing for the worst. What would be
the nature of the problems that may
arise?
 What is the escalation procedure in case
a problem online arises?
 What are the turn around times for
responding to different types of
problems?

A

CRISIS MANAGEMENT

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41
Q

 Prepare a SWOT Analysis of the
BRAND/COMPANY’S current reputation
 Based on the results of your SWOT
Analysis, recommend a Reputation
Management Strategy for the company
or brand.

A

REPUTATION MANAGEMENT

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42
Q

The number of times an ad or content was seen or served

A

Impressions

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43
Q

 Can analyze consumer behavior and
search patterns, utilizing data from social
media platforms and blog posts to help
businesses understand how users and
customers find their products and
services
 Artificial intelligence also offers
information and tips to used by getting
into conversations.

A

ARTIFICIAL INTELLIGENCE

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44
Q

 Uses using AI to automate the buying of
ads and being able to target audiences
more specifically, which increases the
chances of success of the marketing
campaign and reduces the customer
acquisition costs.

A

PROGRAMMATIC ADVERTISING

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45
Q

 AI-based technology uses an instant
messaging format to chat in real-time,
day or night, with your customers or site
visitors.
 Chatbots can answer questions, provide
complete information about your
products and services, and ask for an
email address to send details without any
human involvement.
 They can also retain information so that
a customer doesn’t have to start over
with every new interaction.

A

CHATBOTS

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46
Q

 Delivers a unique experience to
customer absed on their choices and
preferences and is considered a better
option than “one-size-fits-all” marketing.
 Open rates for personalized emails is
18.8% vs 13.1% without personalization

A

PERSONALIZATION

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47
Q

 According to youtube, mobile video
consumption grows by 100% every year.
 Adding a video to marketing emails can
boost click-through rates by 200-300%
 90% of customers report that product
videos help them make purchasing
decisions.
 64% of customers are more likely to buy
a product online after watching a video
about it.
 Live video used for interviews, product
demos and “behind the scenes” glimpses
of events, life in the office, how products
are made, etc.
 Live videos are a great way for
companies to unveil the faces behind
their brand, which viewers embrace and
love to see, as those instills trust in your
audience and humanizes your brand.

A

VIDEO

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48
Q

 Influencers interact and engage with their
large network of followers and
consumers on social media, talking about
a particular brand that they love and use
to an audience with whom trust has
already been established.
 Because this is not an ad or coming from
the company, influencers are able to
build up a brand’s positive image in the
Jodi Garcia |
minds of people, thereby helping attract
more customers.

A

INFLUENCER MARKETING

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49
Q

 Hyper-connection with customers
 Used for e-commerce

A

MESSAGING APPS

50
Q

 Users can upload an image to conduct a
search and get more specific results.
 Pinterest Lens: a new visual search tool
that allows users to snap a photo of an
item to find out where to buy it online,
search for similar products, or view
pinboards of related items.
 Google Lens: a visual search engine by
Google, which recognizes objects,
landmarks, and other things visually
through a camera app (currently only
available on Pixel phones)
 CamFind is a visual search mobile app,
which enables users to search for
anything from their mobile phones simply
by snapping a picture and this app will tell
you what it is.

A

VISUAL SEARCH

51
Q

 Micro-moments is a “new consumer
behavior”, as termed by google, that
delivers your marketin message clearly
and concisely in a way that is of interest
to the consumers – all within a span of a
seconds
 New moments that every marketer
should know about are:
 It will be vital for business to anticipate
and address micro-moments in offer
targeted advertising to the buyers based
on user-generated activities.
 Micro-moments also provides the right
information to the customers when they
need it. People generally make instant
decisions on what to eat, which
restaurant to choose, what to purchase,
or where to go.

A

MICRO-MOMENTS

52
Q

 Voice search plays an important role in
providing all the relevant information
through audio content
 Artificial Intelligence is getting smarter
and the number of errors made by voice
assistant like Alexa, Siri, and Google has
reduced, too.

A

VOICE SEARCH

53
Q

 Make use of live video, one of the mos
profitable social roll-outs to date, to
promote engagement and brand
awareness
 First snapchat came out with the concept
of “My story,” then Instagram and
Facebook stories were introduced, and
now Youtube has unveiled their own
story format, “reels”
 A great oppotunityfor marketers to make
good use of FOMO (fear of missing out)

A

SOCIAL MEDIA STORIES

54
Q

 Top section of the website
 Contains logo (almost always used as a
link to get back to the home page), a
search box, and perhaps other elements such as contact informations, and social
media links.
 Appears on every page of the website.

A

HEADER

55
Q

 Any websites aims for its readers to take
some action – whether to read content or
to sample a product
 A clear call-to-action makes it easy for
the reader to do what you intend for him
to do.

A

CALL-TO-ACTION

56
Q

 Contains links to the site’s current
content
 Links are in the form of an image and a
blurb
 May also contain links to videos that the
brand or business wants to highlight

A

MAIN CONTENT

57
Q

 At the bottom of a website
 Contains links to prominent sections of
the website
 Links from nav bar
 Links to useful sections such
as FAQ, download section,
map, etc.
 May also contain information such as
your contact information such as your
contact information, important dates of
events, and so on.
 The footer should be in every page of the
website.

A

FOOTER

58
Q

 Creating awareness because of its reach
 Sustaining campaigns because of the
tools
 Engaging with your fans – 76% of
consumers prefer to connect with brands
on Facebook
 Communicating your brand or product’s
personality and values to your audience
 Getting installs for apps
 Raise attendance at an event
 Get video views
 Collect leads for a business

A

FACEBOOK

59
Q

 A website is the main hub of a brad online
 Allows the brand or product to post more
descriptive and detailed content
 More control vs a facebook page
 Easily indexed by search engines which
allows for the discoverability of the brand
online.

A

WEBSITE

60
Q

 Conversations
 Live event coverages
 Public announcements
 Moment marketing
 Social contact marketing
 Discovery from hashtags and trends
 Getting the pulse of the digital worlds

A

TWITTER

61
Q

 Communicating brand image particularly
through lifestyle photos or videos
 Discovery and inspiration:
Instagrammers love beautiful images. It
doesn’t matter who is posting it.

A

INSTAGRAM

62
Q

 Storytelling – videos offer a unique
opportunity to sell a brand’s story
indirectly.
 Crating an emotional investment in a
brand
 Showing and advertising video content
 Beauty-related businesses – the younger
audience are eager to watch beauty,
make-up, and grooming videos.
 Tutorials and DIY videos
 Testimonials
 Interviews
 Humor (great for getting shares)
 Product demos
 Ranking high in search
 Convincing users to make a purchase –
video watchers are 1.6x more likely tp
make a purchase than non-video
watchers.

A

YOUTUBE

63
Q

 Campaigns that want to reach people of
a certain income class
 Engaging with professionals
 Companies that want to establish a
professional presence online
 Hiring

A

LINKEDIN

64
Q

 Campaigns targeted to millenials
 Brands that want to build affinity to music
listening

A

SPOTIFY

65
Q

 Brands with a physical location

A

WAZE

66
Q

 Installed 113 times globally in February
2020, showing a 96% year on year
increase and marking a monthly
download record
 18.4M users in PH

A

TIKTOK

67
Q

A size and format specification for an ad

A

Ad Unit

68
Q

 How expensive is your product or
service? Do your customers need to fall
into a certain income class to afford you?
 Is your product specifically for men or
women? If either, think about your typical
customer. What is their typical age? Are
they married? Do they have family? Who
makes the purchasing decisions?
 Where is your target customer physically
located? Are they localto you? In the
neighborhood or neighboring town? Do
you have an online store and want to
appeal to customers across the country?
Do you have a storefront or do you travel
to your customers to provide service?
 Age
 Gender
 Location
 Income level
 Occupation
 Marital/family status
 Education level

A

DEMOGRPAHICS

69
Q

and values
Questions to ask:
 What are your customers’ likes and
dislikes and what does that tell you about
them?
 What types of television shows do they
watch? What magazines or website
might they read?
 What are their values?
 What kind of lifestyle do they lead? How
does your product or service fit into their
lifestyle?
 What features appeal to your current
customers the most?
 When do they use the product (or hire
you for the service)?
 Do they use it in a certain way?

A

PSYCHOGRAPHICS

70
Q

 In marketing and advertising - a term
used to symbolize the foundation for a
major undertaking in these areas - an
attempt to communicate a brand,
product, or concept to the general public,
by creating a strong message that
pushes brand boundaries and resonates
with the consumers
 A big idea is the driving, unifying force
behind a brand’s marketing efforts

A

BIG IDEA

71
Q

CHARACTERISTICS OF A BIG IDEA

A

Big ideas resonate with consumers.

Big ideas are disruptive.

Big ideas have talk value.

Big ideas stretch brands.

Big ideas transcend cultural and
geographic boundaries.

Big Idea must have a
connection with the brand.

72
Q

WHAT USUALLY WORKS WITH PINOYS?

A
  • Social Currency
  • Trigger
  • Emotion
  • Public
  • Practical Value
  • Stories
73
Q

target your audiences through multiple
devices

A

Cross device targeting

74
Q

Is a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly-defined audience — and,
ultimately, to drive profitable customer
action

A

Content marketing

75
Q

Based on the Objectives set, identify the
goals that you want the content to
achieve:
 Educate consumers about the
product or brand
 Gain new consumers
 Engage existing followers
 Identify the brand with a
particular campaign: ex.
Create brand association with
the FIRSTS in people’s lives
 Gain new followers who have
the same affinity as your
existing fans

A

GOALS

76
Q

 Demographics:
 Age
 Gender
 Location
 ncome level
 Occupation
 Marital/family status
 Education level
 Psychographics
 Habits
 Spending habits
 Hobbies
 Values
 Lifestyle
 Behavior online
 Affinities

A

WHO IS YOUR TARGET AUDIENCE

77
Q

 A persona is a fictional character that has
been developed to characterize the key
traits of a particular group of your target
audience. This will include things like
their motivations, needs, technical skills
and other factors that will impact how
they may interact with any of you digital
marketing.
 Guide you in creating content

A

PERSONA

78
Q

 a visual representation of your content
assets as they relate to your buyer
personas and stages in the buyer’s
journey
 It contains all possible content ideas that
you can talk about in relation to a brand
and its competitors
 Allows you to see where there are gaps
that the brand can address

A

CONTENT MAP

79
Q

 Identify how you will distribute your
content and what platforms you will utilize
and specify the roles each one will play

A

PLATFORMS AND CHANNELS

80
Q

 A schedule of content that will be
published on specific days
 It should include all the topics and
information that the brand wants to
communicate to its consumers
 Ideally for YouTube, there should be a
70/20/10 split in content:
 70% Hygiene
 20% Hub
 10% Hero
 For other social media platforms, it can
be 50/40/10 split depending on the brand
and industry
 Schedule content based on your content
mix:
 60% Hygiene: 4x per week
 30% Hub: 2x per week
 1x reserved for Moment Marketing

A

SET AN EDITORIAL CALENDAR

81
Q

 Branded photos
 Listicles
 Infographic
 A visual or an image used to
represent information or data
 Simplifies a complicated
subject to a visually
understandable image
 GIF
 A lossless format for image
files that supports both
animated and static images
 Instructional Videos
 Memes
 a humorous image, video,
piece of text, etc. that is
copied (often with slight
variations) and spread rapidly
by internet users
 Cinematic

A

CONTENT FORMAT

82
Q

 Perform an audit of your content to find
out what works and what doesn’t
 Engagement
 Check organic performance
 Purchase funnel (if
applicable)
 Unique views
 Page views
 Bounce rate

A

MEASURE

83
Q

 Revise your strategy based on analytics

A

ADJUST

84
Q

a small piece of data sent from a
website and stored in the user’s web
browser while the user is browsing.

A

COOKIES

85
Q

 Use of one or more forms of electronic
media to market or advertise a product
or brand.
 Marketing or advertising platforms that
may be used can include social media,
electronic billboards, mobile phones
and tablets

A

DIGITAL PROMOTIONS

86
Q

Ability of
something, especially a piece of
content or information, to be found.

A

 DISCOVERABILITY

87
Q

 Paid media where the ad experience
follows the natural form and function of
the user experienced in which it is
placed
 Viewed as editorial- Consumers looked
at native ads 2% more than editorial
content and spent the same number of
seconds viewing.

A

NATIVE ADVERTISING

88
Q

 online advertising that comes in several
forms, including banner ads, rich media
and more.
 relies on elements such as images,
audio and video to communicate an
advertising message.
 Most common and the biggest form of
digital advertising.

A

DISPLAY ADVERTISING

89
Q

 form of advertising on the World
Wide Web delivered by an ad
server.
 advertising entails embedding an
advertisement into a web page.
 It is intended to attract traffic to a
website by linking to the website of
the advertiser.
 Cost is usually computed on a
CPM (Cost per Thousand) basis
 measured by CTR (Click-ThroughRate) is .1%

A

BANNER ADS

90
Q

No. of Clicks / No. of Views
 bought directly from a publisher or
through a network, such as the
Google Display Network

A

CTR

91
Q

ROAS

A
  • Return on ads spend
92
Q

 rich media Web advertisement that
appears uninitiated, superimposed
over a user-requested page, and
disappears or becomes
unobtrusive after a specific time
period (typically 5-30 seconds)

 It has to have a close button

A

Floating Ad

93
Q

 Rich media ads that can expand
beyond the original size of the ad
unit, following a user-initiated

A

EXPANDING AD

94
Q

 full-screen ads that cover the
interface of their host app.
 displayed at natural transition
points in the flow of an app, such as
between activities or during the
pause between levels in a game.

A

INTERSTITIAL AD

95
Q

mobile friendly and more
entertaining

A

GIF ADS

96
Q

 contextual advertising where Web
site owners pay an advertising fee,
usually based on click-throughs or
ad views to have their Web site
search results shown in top
placement on search engine result
pages.
 Most popular

A

SEARCH AD

97
Q

 use of email to deliver advertising
messages
 Some ads are only text while others
include images, video, and long lists
of links
 Making a comeback

A

EMAIL MARKETING

98
Q

 Automates the decision-making
process of media buying by
targeting specific audiences and
demographics
 Uses real time first and third party
data to identify the best online
audience for your campaign
 more efficient than traditional digital
banner advertising.
 saves money and drives growth for
any marketer or audience
 Interest Based and Allows
Retargeting

A

PROGRAMMATIC ADVERTISING

99
Q

 focuses on using key leaders to
drive your brand’s message to the
larger market.

 Rather than marketing directly to a
large group of consumers, you
instead inspire / hire / pay
influencers to get out the word for
you.

A

INFLUENCER MARKETING

100
Q

KOL

A

Key Opinion Leader

101
Q

 Different Landing Pages
 Different Formats
 Up to 10 cards

A

CAROUSEL ADS

102
Q

 3-7 photos or a video
 Video without prod costs
 Like an animated PPT
 Good for slow connection

A

SLIDESHOW ADS

103
Q

 Browse multiple products
 Or showcases features of one
product
 Usually partnered with a
Canvas Ad

A

COLLECTION ADS

104
Q

 Like a microsite within
Facebook
 May contain videos and
photos,
 Users can swipe through
carousels, tilt to pan, and
explore lifestyle images with
tagged products

A

CANVAS AD

105
Q

 quote or demo requests,
newsletter subscriptions,
event registration, test drives,
and more
 Customizable
 Pre-populated info
 Can be integrated with CRM
system
 Image, video, or carouse

A

LEAD GENERATION ADS

106
Q

Users receive a
barcode or QR code that can be
pulled up on their mobile phone at
the till.

A

USE IN-STORE

107
Q

Users receive a
discount code and are sent to your
website to shop. They can use the
offer code when checking out to
redeem the value

A

ONLINE OFFER

108
Q

 In-Stream, In-Search, and InDisplay ads on
 Can run on minimum ad budget
and may vary monthly depending
on campaign
 Can target specific time, age, and
interest
 Can pay only for videos viewed

A

YOUTUBE

109
Q

 Video ad appears before,
during, or after other YouTube
videos.
 Ads are skippable
 Advertiser will only be charged
if users choose to watch 30
seconds of the ad, or the whole ad if it’s less than 30 seconds
long.

A

TrueView Skippable In-stream Ads

110
Q

 Video ad shows up on
YouTube’s search results
page when users search for
related topics.
 Advertiser will only be charged
when someone clicks the ad to
watch the video.

A

TrueView discovery ads on
YouTube search results

111
Q

 Video ad is displayed as a
overlay ads that appear on the
lower portion of another
YouTube video.
 Advertiser will only be charged
when someone clicks the ad to
watch the video

A

TrueView discovery ads as a
YouTube overlay

112
Q

 Video ad is displayed next to
another YouTube video on the
YouTube watch page or on the
Google Display Network.
 Advertiser will only be charged
when a user chooses to watch
the ad.

A

TrueView discovery ads on
YouTube related videos

113
Q

 A bumper ad is a short video ad
that plays before, during, or after
another video on YouTube or
the Display Network.
 6 seconds or less and viewers
don’t have the option to skip
your ad.
 You pay based on impressions,
which is the number of times
your ad is shown.

A

Non skippable Bumper ads

114
Q

 Reaches over 90% of global
internet users expanding across
2 million sites
 Average .31% click-through rate
 Can target based on audience
or keywords

A

DISPLAY NETWORK

115
Q

 Auction based on keywords
 Appear above and below
organic search results
 Based on Quality Score and Bid
Amount
 The relevance of your
Google ad to the search
query
 The relevance of the Google
keyword to your ad group
 The relevance of your ad to
its landing page
 The historical click-through
rate (CTR) of the ad and its
ad group
 Overall historical account
performance

A

SEARCH ADS

116
Q

 Display Advertising
 Easy to place, Hard to miss
 Content Ads
 Distribute your content directly
to LinkedIn members
 Text Link
 Sponsored Inmails

A

LINKEDIN

117
Q

 Branded Pin – General Information
 Pin Takeover – Promotions
 Rich Pin Takeover – Promotions
 No Pin Takeover – Promotions
 Rich No Pin Takeover –
Promotions

A

WAZE

118
Q

 Standard Hashtag Challenge
 Hashtag Challenge (HTC)
capitalizes on our audience’s
natural tendency to create and
share content.
 creates virality not only on
TikTok, but also creates active
sharing to other platforms.

A

TIKTOK

119
Q

 first to be seen upon opening
the app. It comes in short
formats: 3s-5s image, gif or
video.
 Supports external and internal
landing page conversion.

A

BRAND TAKEOVER

120
Q

 engaging and highly- visible
video that helps a brand
dominate the top of the timeline
as soon as users open the app.
 Video assets of up to 60s can be
applied to vividly convey your
brand’s message and improve
recall. As this transitions into an
in-feed ad after 3 seconds,
audience interaction (like,
comment, share) is also
enabled.

A

TOPVIEW

121
Q

 blend smoothly amongst videos
of the For You feed.
 each ad is a 15-60second long,
full- screen, auto-play, audio-on
video and offers a full suite of
user engagement options
(including a profile picture, user
name and all functions that
organic content has, such as
likes, shares and comments).
Our users are more inclined to
view and consume this native
storytelling.

A

IN-FEED ADS

122
Q

 Short-form mobile video
 500 million active users
worldwide
 Targeted to Teens

A

TIKTOK

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