Advance Ad operations
Define Display Advertising?
Display advertising is a graphical advertising on the internet that appears next to content on web pages, emails etc. These ads include text, logos, pictures and rich media.
What is media planning?
Media planning refers to the best way to get the advertiser’s message across to the market. The goal of the media plan is to find that combination of media vehicles that enables the message to be communicated to the largest proportion of the target audience at the most effective cost.
What is a IAB?
The Interactive Advertising Bureau (IAB) is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
Full form of PHD and OMD?
PHD - Pattison-Horswell-Durden
OMD - Omnicom media Digital
Name the 5 Pricing modules.
1. CPC
2. CPM
3. CPA
4. CPL
5. CPI
What is an Ad network?
An Ad Network is a platform that aggregates the publisher ad space and sells it to advertisers who wish to advertise on that space. Basically, this relationship consists of three parties : the publisher (seller), the advertiser (buyer) and the network.
Stages of media planning.
1. Market Analysis
2. Establishment of media objectives
3. Media strategy development and implementation
4. Evaluation and follow-up
What is an Ad Exchange?
An Ad Exchange is a technology platform which facilitates the buying and selling of online ad impressions. They trade inventory based on real-time, letting the market determine pricing.
What is CPP?
Cost per Point (CPP) is a measure of cost efficiency which enables you to compare the cost of this advertisement to other advertisements.
Full form of COPPA and HTTP?
COPPA - Childrens Online Privacy and Protection Act
HTTP - Hypertext Transfer Protocol
What is Cache Busting?
The process whereby a random number is added to a banner’s HTML each time the page is reloaded. This results in the server being sent a separate banner request every time and guarantees that the banner is not cached, and therefore that ad impressions remain accurate. Cache bursting is also known as ‘defeating cache’.
How to calculate CPM?
CPM is calculated as the Media Cost divided by Impressions divided by 1,000.
Define conversions.
The percentage of visitors to a website who sign up for advertised offers or buy advertised products. Proven high conversion ratios (via web analytics) add value to a website’s inventory.
How reach and frequency are related?
Reach is the number of people in the Media Market that will likely be exposed to an Ad.
Frequency is the average number of times the advertisement will be presented to the Reached Population. One way to calculate frequency is to divide the number of Impressions by the Reach.
Full forms of DV and IAS? Why these wrappings are used?
DV - Double Verify
IAS - Integral Ad Science
Define Ad servers and types of Ad servers.
An ad server is a computer server, specifically a web server, that stores advertisements used in online marketing and delivers them to website visitors or users.
Types:
1. Advertiser Ad server
2. Publisher Ad server
3. 3rd party Ad server
What is a Feature Box?
A feature box is an option from that is placed at the top of your website, usually just below the header navigation and above your blog posts.
What is Contextual Targeting?
Contextual targeting is a form of targeting that the adservers use to target a user for showing ad units based on the context of the page they are viewing.
What is Affinity Marketing?
Marketing efforts aimed at consumers on the basis of established buying patterns.
Formula for CTR?
CTR = (clicks x 100)/total impression
What is an Ad call?
When a webpage loads the web server makes a call to the ad server in order to display ad.
What is the use of Moat wrapping?
Through Moat’s exclusive platform and pre-bid integrations, marketers can transact on original and industry-specified Moat signals in digital video in a way they never could in broadcast media. Moat measures more digital video ad impressions than anyone, globally.
Difference between Floodlight tag and re-marketing tag.
A floodlight tag is an image pixel that is created within DCM and resides on the advertiser's webpage.
A re-marketing tag is used to show ads to the users who have visited your webpage previously.
Which of the following statements is/are True or False? i) Reach is a measure of how many times the avarage person in the target market is exposed to the message. ii) The media planner has to know the reach, frequency, and impact of each of the major media types.
A. I = False ii = False
B. I = False ii = True
C. I = True ii = False
D. I = True ii = True
Full form of VAST and VPAID?
The Video Ad Serving Template spec (VAST)
VPAID (Video Player-Ad Interface Definition)