Chapter 7

What can digital marketers do to combat ad blocking?

1) Detect visitors who are using ad blockers and attempt to start a dialog 2) Explain the value that ads offer to both readers and publishers 3) Ask for behaviors that will help maintain the value of the exchange 4) Lift restrictions or limit access, depending on user behavior

What are the types of display ads? (3)

1) Digital: static, various formats 2) Rich Media: Interactivity, various formats HTML 5 required for many interactive applications 3) video: embedded in various ad formats

List the various channels for acquiring customers: (3)

1) Online: search engine marketing, social media marketing, online advertising display, video, PPC, mobile advertising, email promotions 2) Offline: offline advertising in traditional media, direct mail 3) Both Online & Offline: affiliate programs, events, publicity and public relations

The four core digital marketing strategies are:

1) acquisition 2) conversion 3) retention 4) value growth

2 facts about display:

1) display advertising is growing rapidly 2) driven by mobile

Why do marketers need a steady stream of new customers? (2)

1) to drive growth 2) to nurture into loyal customers

Define the following types of mobile advertising formats: 1) Banners 2) Intersitials 3) Expandables 4) Video 5) Native

1. Banners intended to generate traffic to a website by linking to it. Clickable, main function is to get clicked on 2. Interstitials available for desktop ads as well as mobile. Cover the entire screen, usually loaded during a pause in data transmission, as a website opens for example, or between levels of a game. Need to be brief. 3. Expandables 4. Video very trendy. Can be intrusive and annoying to viewers. VAST (video ad serving template) ads can appear either before the video, after, or during. 5. Native a specific form of paid content. Paid advertising in which the ad matches the form, feel, and function of the content of the media on which it appears

List the steps of ad serving (4)

1. viewer clicks on site 2. identify ad that is relevant and gives advertiser best value (reach, audience) 3. retrieve ad from inventory, place on site 4. gather metrics (time to load, impression) must be done in fraction of a second

The 80/20 rule of affiliate programs means that: 80 percent of affiliates are low volume, while 20 percent produce significant volume. 20 percent of revenue comes from affiliates; 80 percent comes from other sources 80 percent of revenue comes from affiliates, while 20 percent comes from other sources. 80 percent of affiliates are high volume, while 20 percent produce insignificant volume.

80 percent of affiliates are low volume, while 20 percent produce significant volume.

Which of the following is a true statement about acquisition of online customers? Acquisition of online customers can make use of both offline and online techniques. Is more costly than acquiring offline customers. Acquisition of online customers can be accomplished only online. None of these is correct.

Acquisition of online customers can make use of both offline and online techniques.

Explain ad blocking and why it a concern to the digital marketing industry

Ad blocking: consumers can install software to block ads from popping up. Concerns advertisers because in 2015 198 million users had ad-blocking software installed. Costing publishers 22 billion in lost revenues. Also cost advertisers access to viewers, especially potential new customers.

Define Ad Serving and why is it necessary for advertisers and publishers?

Ad serving: technology that places ads on websites or mobile sites. Advertiser: correct target market, site that provides acceptable context for ad Publisher: acceptable advertiser and content who is willing to pay that site's price

Define affiliate programs:

Affiliate programs, like those offered by Amazon and eBay, drive traffic from the platform to the merchant's site where the sale is closed and fulfilled. The platforms receive a commission for the customer action.

Acquisition techniques: (3)

Affiliate, Experiential, public relations

Which of the following is the best response to ad blocking? Attempt to start a dialog with visitors who use it. Ignore it. Detect visitors who use it and automatically block them. Detect visitors who use it and ask them to pay the value of the blocked advertisements in order to see the website's content.

Attempt to start a dialog with visitors who use it.

Define Programmatic display ads

Automating the advertising buying process, the more automated the process, the cheaper the ad. Programmatic direct is provided by third-party ad tech firms in a way that allows advertisers to purchase a preconfigured package of ad placements without direct contact with the publisher.

What must be prominent in display advertising?

Brand name and logos

The owner of a YouTube gaming channel plays ads on his videos. For every thousand times a user sees an ad while watching one of his videos, the YouTube channel owner receives 10 cents. Which payment model is this an example of? IBM CTR CPM IBA

CPM

what are the components of display advertising? (2)

Content: text, visual content, sound and motion Structure: headline, body text, visuals including images and videos

Describe the types of ad targeting

Demographic, geographic, lifestyle-->in traditional offline media and PPC advertising Behavioral, identified users, unidentified users, with predictive models--> digital tracking makes it possible to precisely track users by their actions

Internet customer acquisition tools include each of the following EXCEPT: affiliate programs. display advertising. search engine marketing. direct mail

Direct mail

Why is search - all forms - more effective than any form of advertising?

Intent

Describe the IAB (interactive advertising bureau)

Made up of 650 media and technology companies that are responsible for 86% of online advertising, is the custodian of industry standards for digital formats. The created a universal ad package that member companies have agreed to support. Establishes industry accepted formats and publishes specifications with standard formats necessary for serving onto various websites.

Describe an integrated marketing campaign and the components, and provide an example:

No single medium or channel of communication is enough to reach a given market segment. Examples throughout this chapter have shown that multiple channels are necessary to provide reach and do so in a way that is impactful to all members of the audience. Example: Share a Coke campaign

Describe the components of a digital press release

Optimization is required. Selecting relevant key words. Using the key word or phrase in the title of the release and in the various tags that identify the content to search engines. Tagging images for identification by the search engines. Using three anchor links: one to the home page, one to the product page, and one to the most relevant blog post.

An ad for a mobile game allows users to play a miniature version of the game within the ad. Which type of ad is this? None of these is correct. Digital display Rich media Video display

Rich Media

The majority of both B2B product inquiries and regular online purchases begin with...

Search

Digital advertising and ad targeting is powerful, allowing even the _________ business that is willing to learn the basic principles of display advertising to participate.

Smallest

Display advertising:

The standard advertising format to which other types of advertising are compared

Which of the following is often used for behavioral targeting? predictive models cookies website registrations All of these are correct.

all of these are correct

Internet advertising formats: are enforced by the Federal Communications Commission. are established by individual websites. All of these are correct. are defined by the Internet Advertising Bureau.

are defined by the Internet Advertising Bureau.

An optimized press release: is designed to encourage writers to contact the company for more information. All of these are correct. contains rich media and links to the website. is available only to a select set of journalists from leading publications.

contains rich media and links to the website.

Define rich media:

digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.

Ad Serving: makes it difficult for marketers to understand whether their advertising is effective. is the placement of ads on websites by specialized marketing services agencies. is the distribution of ads to sites that will include them in the content of their pages. is a simple process that obviates the need for websites to embed their own ads.

is the placement of ads on websites by specialized marketing services agencies.

Types of behavioral targeting: (3)

· Identified users: have made themselves known to marketer by behaviors from newsletter subscription to purchase · Fit audience profile: name and address not known but many behaviors available · Build predictive model: high value customers, which characteristics best fit high value profile