Social Media Advertising and Influencer Marketing

Question 1

According to Zenith, social media ad spend will grow

Answer 1

25% to reach $137 billion.

Question 2

Global ad spend is estimated to reach

Answer 2

$669 billion in 2021

Question 3

Zenith attributes the growth to the recovery in ad spend along with

Answer 3

the move of audiences over to digital channels.

Question 4

Social media advertising is

Answer 4

any form of digital advertising that use social media sites and apps, and involves advertisers paying for ad placement
 a shift from online social media sites to mobile
social media apps

Question 5

Largest types of internet advertising:

Answer 5

 Paid social media
 Display
 Search

Question 6

A social engagement ad contains

Answer 6

ad creative (image and text) along with an option to encourage the viewer to engage with the brand.

Question 7

A social context ad includes

Answer 7

ad creative, an engagement device, and personalized referral content from people in the viewer’s network.

Question 8

Native advertising is

Answer 8

a form of paid media where the ad experience follows the natural format and function of the user experience in which it is placed.

Question 9

Features of Native Advertising

Answer 9

• In-stream delivery
• “disguised” as organic content
• Less obtrusive
• Examples: sponsored social media posts and
  promoted search results

Question 10

FTC Regulation

Answer 10

A clear and prominent disclosure must be provided, for example, using labels such as “advertising, sponsored, brought to you by”, and so on

Question 11

FTC Research explores consumer recognition of paid search advertising and “native advertising”.

Answer 11

The results suggest that using some commonsense disclosure techniques can greatly increase the likelihood that these ads are recognizable as ads to consumers.

Question 12

Social Media Advertising Benefits

Answer 12

Extended reach and endorsement
 Primary consumer exposed to the ad may also
share the ad with other consumers on a social
media site

 The shared ad will be perceived to be an
endorsement

 Such implicit endorsement has been shown to
increase click-throughs

 High precision in targeting

 Micro-targeting

 Effectiveness
 Facebook ads have eight to nine times click-
through rates, compared to other display ads

 Promoted Tweets have been shown to deliver higher
engagement rates than display ads

Question 13

Social Media Advertising Disadvantages

Answer 13

Dominant players set the rules

Conversion:
 Targeting on social media sites is based on user
interests that are loosely related to the likelihood
of a user being interested in your product or
service, unlike the case with search ads

 Speed of turnover

Question 14

Key Decisions

Answer 14

Which channel?
How do you get people to pay attention to the ad?
How much should you pay for boosting reach?

Question 15

“call to action” hashtag to integrate

Answer 15

TV commercial with social media marketing

Question 16

Fully focusing on a single channel is good tactically, but leads to

Answer 16

losing potential strategic advantages of integrating advertising across multiple channel types.

Question 17

there’s a bunch of number and shit

Answer 17

go look at them