Chapter 7 - Part of Final

Besides writing press releases well and distributing them timely, optimization requires the use of search marketing tools like:

- selecting relevant key words - using the key word or phrase in various tags that identify content to search engines. - tagging images for identification by search engines - using three anchor links

What are the 3 kinds of targeting:

Audience, behavioral and retargeting.

Define Programmatic advertising:

Automating the advertising buying process. Typically refers to the use of software to purchase digital advertising. It's basically using machines to buy ads.

This discussion of ad serving assumes ______ markets. While specialized ad exchanges have grown up to serve the ______ market.

B2C; B2B

What are some channels to acquisition of new customers:

1. Affiliate programs 2. Events 3. Publicity and public relations 4. Offline advertising in traditional media 5. Direct Mail 6. Search engine marketing 7. Social media marketing 8. Online advertising display, video, PPC 9. Mobile advertising 10. Email Promotions 11. Online 12. Either online or offline 13. Offline

What are the 3 broad advertising aspects:

1. Digital display ads 2. Rich media ads 3. Video display ads

What are the methods of buying and placing digital ads:

1. Direct Technology (High price, priority, predictability) - Direct Orders - Programmatic orders 2. RTB Technology (Low price, priority, predictability) - Preferred deals - "Deal ID" - Private Auctions - Open auctions 3. Manual Workflow (Low targeting efficiency accessibility) • Programmatic Direct - Direct Orders - Programmatic orders 4. Automated Workflow (High targeting efficiency accessibility) • Semi-Automated - Preferred deals - "Deal ID" - Private Auctions - Open auctions

What are some solutions major publishers have taken:

1. GQ and Epicurious have asked users to disable blockers or pay 50 cents per article. 2. Wired will serve only standard display ads to that user. 3. Forbes tested an "ad lite" in which users were asked to turn their ad blockers off for 30 days.

Most effective customer acquisition channels for U.S. retailers (in order):

1. Search engine marketing (including paid keyword placement, pay-for-performace search and SEO). 2. Organic Traffic 3. Affiliate programs 4. Remarketing/retargeting of shoppers in online ads 5. Direct Mail (mailings and in-catalog marketing) 6. Sweepstakes 7. Behavioral targeting of shoppers in online ads

What are the 3 basic types of behavioral targeting:

1. Targeting identified users (people who have registered on a website) 2. Targeting unidentified users by using cookies 3. Targeting with predictive models

Between 2014 and 2019, Digital Ad spending grew by _______%.

12.1

Direct Ad spending refers to orders purchased directly from the publisher and represent about ______% of all digital ads at present.

50

If we look at the pie chart you see that three broad types of variables contributed over ______% of the variance. What are the 3:

50 financial transactions, demographics, and purchase history.

In 2019, what was the percentage of digital advertising that was mobile?

69.9%

Affiliate programs follow the _______ rule:

80/20

Define Cookies:

A few lines of code that a website or advertising network places on a user's computer to store data about the user's activities on the site.

What is the 80/20 rule:

About 80% of the affiliates are low volume, and 20% produce significant volume; meaning only a small number of the affiliates produce the most click-throughs and most profitable sales.

Define Private Auctions:

Ad bidding in which members of the exchange are allowed to bid first.

Define Private marketplaces:

Ad exchanges (marketplaces) that include both private auctions and preferred deals for the selling of publisher advertising inventory.

Define Real-time bidding:

Ads brought and sold instantaneously through electronic exchanges. - Ex: Stocks in a stock exchange.

Define Retargeting:

Ads for the product category are displayed based on the user's recent internet behaviors.

Define retargeting:

Ads for the product category are displayed based on the user's recent internet behaviors.

Define Display Advertising:

Ads that contain headline, text copy, and visuals including the brand logo in any channel. A commercial message that includes not only text but also visual content and perhaps sound and motion.

Define in-app advertising:

Advertising that takes place within a mobile app.

What Coke campaign had worldwide success and started in Australia. The campaign is credited with increasing sales of the soft drink by 2% in the US alone.

"Share a Coke"

What are several popular formats for mobile display advertising:

Banners, interstitials, expandable, video and native.

The highlighted formats change from time to time but in mid-2016 they included:

Billboards, Filmstrips, Portraits, Pushdowns, Sidekicks, and sliders. *All these units can include video, which can also be considered as a separate display category.*

Define Click through rate:

Charging on the basis of clicks.

Define Cost per thousand:

Charging on the basis of exposure to the ad.

Define Rich media:

Combination of text, images, video and other interactive elements in a digital ad.

Define Ad exchanges:

Digital marketplaces where advertisers buy and publishers sell advertising space in an auction setting.

___________ advertising makes up a significant part of the rapidly-growing space of mobile advertising.

Display

What are the other acquisition techniques that can take place either on or off line:

Event-driven marketing, affiliate programs and publicity and public relations.

True or False: Hashing an email address is a difficult process. An email address is run through an MD5 has algorithm and it produces a 32-character unique identifier that cannot be reversed. This becomes a data point in the person's record in a marketing database.

False; It is a simple process *The rest is true

True or False: All seem to disagree that there needs to be better dialog with internet users about the positive and negative features of digital advertising.

False; all seem to agree

True or False: It is not common to serve ads separately from content.

False; it is common

True or False: The more automated the process the more expensive the ad.

False; the cheaper the ad

True or False: B2B exchanges operate differently than the way B2C exchanges do.

False; they operate the same way

True or False: Evidence suggests that digital advertising in general and mobile in particular, will continue to grow in popularity and impact. So marketers can ignore other digital channels like traditional communication channels.

False; they should not ignore other channels. Nor should they ignore the traditional communications channels.

True or False: Email promotions, search engine marketing (SEM), and social media marketing (SMM) are techniques that should not be used in concert with traditional channels of offline advertising and promotion.

False; they should work in concert with

For the social media marketer, acquisition means:

Getting additional fans or followers on a social network page.

It can also be defined as:

Getting the customer to engage in a behavior that permits further contact.

What is PC's definition of ad networks:

Internet advertising that act as a middleman between the advertiser and the internet venues that display the ads. They sell the online campaign to the advertisers and then deliver the ads to the sites that display them. The site owners receive a royalty based typically on the number of times users click the ads.

What are two examples of affiliate programs:

Nerdwallet and BankBazaar

Define Affiliate Programs:

Offers incentives to partner websites, wherein a website agrees to post a link to a transactional site in return for a commission on sales made as a direct result of the link.

___________ Auctions are open to all advertisers unless a publishers chooses to block them. The IAB calls them the _______ _______ of auctions.

Open; Wild West

What does Search engine marketing (SEM) include:

Optimizing web pages for search visibility and paid techniques to draw search traffic to websites. It is primarily the result of relevance to search terms used by the customer.

The possibilities for online display ads are growing so rapidly that IAB has developed a _____________ _________ category to highlight what it calls cutting edge advertising technology.

Rising Stars

_________ ___________ ___________________ is by far the most effective.

Search engine marketing

Define Supply side platforms (SSP):

Software used to sell a publisher's ad inventory through programmatic advertising.

What are key predictive factors in the predictive model for the private online college enrollment figure:

State Neighborhood composition Length at current residence housing density Age, gender Home ownership Amount spent on women's apparel Amount spent on big/tall apparel Interest: Gospel music, fishing, running, electronics Occupation Political affiliation

Define Ad Serving:

Technology that places ads on websites or mobile sites.

When it comes to display ads, what are two important topics to consider:

The process of creating a good ad does not differ and a good ad requires creativity.

Define Preferred deals:

They take place in private markets and offer ad inventory to buyers at a negotiated price before the inventory is made available for auction.

What was the primary goal of the "Share a Coke" campaign:

To connect and engage with teens and Millennials in a personal and emotional way. *They encouraged consumers to spread the word using the #shareacoke

Define Behavioral Targeting:

Tracking users' activities to display relevant ads.

True or False: A full screen add both contributes to engagement but can also add to the annoyance factor.

True

True or False: Ad Serving is an important activity of third-party marketing services firms that match an advertiser's need for targeted ad placement with a publisher's need for revenue-generating ads on its site.

True

True or False: Advertisers always question, which ad to serve to which viewer on which site.

True

True or False: Behavioral targeting has gone far beyond simple visitor behavior--data points like websites visited, types of products examined, coupons downloaded and so forth.

True

True or False: Display ads are appearing on social platforms like Facebook and Google. Each platform has its own standards for display advertising.

True

True or False: HTML5 is a W3C [ Worldwide Web Consortium ] specification that defines the fifth major revision of the Hypertext Markup Language (HTML). One of the major changes in HTML5 is in respect to how HTML addresses Web applications. Other new features in HTML5 include specific functions for embedding graphics, audio, video and interactive documents.

True

True or False: Internet firms know a great deal about internet users.

True

True or False: Marketers have only begun to explore the possibilities of mobile video advertising.

True

True or False: Marketers turn to predictive models to construct audiences that meet their specific needs.

True

True or False: Most businesses use an internet press service to distribute their releases to the largest possible set of relevant journalists.

True

True or False: Other common display formats--a super leaderboard, half page, button 2, and microbar. But none allow expansion, a frame that pops out of a larger box when some criterion is met.

True

True or False: Platforms receive a commission for the customer action.

True

True or False: Preferred deals bypass the auction process and allow the advertiser to purchase inventory before it enters the open auction process.

True

True or False: 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. The programmatic ad vendor supplies the ads to the publisher's ad server which inserts them onto the user's page while it is loading.

True

True or False: Public relations is a communications discipline separate from marketing, the two must work together.

True

True or False: Targeting identified users is straightforward for the marketer and observable to the customer. When a customer visits Amazon, for example, they are encouraged to log in to the site. When they do, a number of Amazon services become available--the wish list, 1-click ordering, and recommendations among them.

True

True or False: The marketer must acquire a customer before creating loyalty and retention.

True

True or False: No single medium or channel of communication is enough to reach a given market segment. True or False: Multiple channels are necessary to provide reach and do so in a way that is impactful to all members of the audience. True or False: Coke has become an expert in integrated marketing campaigns through experience in many channels that are strictly offline. True or False: Most of coke's advertising is reminder advertising not customer acquisition.

True True False; both online and offline True

The Internet Advertising Bureau (IAB), which is 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. Because the number of possible display formats is so large they have developed a ______________ Ad Package.

Universal

_________ advertising is presently the smallest element but it is growing rapidly.

Video

_________ is currently very trendy in advertising, however can be very intrusive and annoying to viewers.

Video

In customer acquisition, nothing works if the target audience does not see it. Two topics on the subject are:

ad blocking and the importance of integrated communications for reaching target audiences.

The technique of ____ ____________ provides the methodology for reaching ever-smaller and more specific target audiences.

ad serving

There is no one "_________ ___________."

best channel

The college turned to an agency that uses both traditional marketing data and _____ _______ to build ________________ models.

big data; predictive

Acquiring new customers requires _________ reach. This requires an integrated marketing communications mix to expose target audiences to the acquisition marketing message.

broad

The college provided a profile of these high-value students to the agency so it could build a model that would identify other people who have the _____________________ (or look like) as the current high-value students.

characteristics

Like other affiliate models, they make offers to customers and direct them to the financial service website. If customers enroll, they make a _________________, which could be based on something like the size of the loan.

commission

Digital advertising is a broad subject. It is generally described simply as paid persuasive content displayed on the web, but that masks its _________________.

complexity

A _______ doesn't necessarily last beyond a single web session or link to identifiable personal information. It is simply used to track the visitor to other websites and display an ad on a site.

cookie

Digital advertising has proven that it is _______ effective and it continues to grow rapidly.

cost

BrightRoll is a third-party service provider that offers services to both the ____________ side (advertisers) and the _________ side (publishers of digital properties on desktop and mobiles, and connected TVs.

demand; supply

Search advertising is the largest element, followed by ___________ and ____________.

display; social

Going on to the description of Digital Video Display ads you find explanation of the VAST (Video Ad Serving Template) that permits streaming ads to video players. Essentially that means that ads can appear:

either before the video, after, or during the video.

There is more than one definition of customer acquisition. Acquisition can be defined as making a _______ purchase.

first

The number of B2B ad exchanges is ______________ and more B2B publishers try to ___________ their advertising inventory.

growing; monetize

A new type of user tracking has come into vogue--the __________ e-mail. While cookies only work on the ______, this type of email can work on any channel.

hashed; web

Anchor links could lead to what kind of pages:

home page, product page, and to a relevant blog post

Ad blocking is of concern to both marketers and publishers, but ______________ users seem to like the idea.

internet

Automating the process improves the ability to target specific audiences as well as lessening the ___________ involved.

labor

With the ability to include interactivity, the options for display ads are almost ______________.

limitless

In an open auction, the prices are kept ______ while reach to the defined target market is maximized because of the large number of sites available. This all takes place in real time, so it can become unpredictable, requiring __________ tracking.

low; close

Affiliate programs need to be actively ______________.

managed

Ad networks collect huge amounts of behavioral data to find patterns of behavior that constitute market segments. But, the network can drill down in the data to find ____________________.

microsegments

It is best to serve the ad from both the website (as it provides the _______ ____________) and the advertiser's (as it provides the _______ ____________) point of view.

most revenue; most reach (best value)

A steady stream of ______ customers is necessary to fuel growth in most organizations.

new

Organic traffic also comes as a result of search, but not _______ search.

paid

These ads interrupt the video and advertisers should ask themselves whether this is _____________ for the brand.

postive

Staging events, arranging product placement in films and TV, and issuing press releases are all tools that the public relations professional uses to generate unpaid media attention for products, services, and causes. But ______ ____________ appear to have been most changed by the internet.

press releases

Recommendations are based on ______________ purchases.

previous

Targeting anonymous users is an issue that does raise _________ concerns. This tune of targeting is done by advertising networks and made it available to use the network.

privacy

Brand names and logos need to be ________________ displayed. This is true wether the display ad is offline or online.

prominently

Collecting and using data in this way implies placing cookies that persist over a period of time, not justice cookies that are set for a single user session. Tracking a user over time allows ________________ of a visitor who has left a site without making a purchase.

retargeting

In addition to being optimized for search, press releases should also contain _______ media including images and videos, providing journalists with ______________ content.

rich; engaging

Wherever the user is logged in with their email address, the marketer can track them. Hashing is a compliment to cookies not a ______________.

substitute

Direct orders are placed directly with the publisher using _______________ advertising insertion orders.

traditional

The number of digital display formats is limited only by the imagination of ______ designers and marketers, and perhaps by the size of ____________.

web; screens

In the offline world, marketers have to ask customers to self-report what they do. In the online world, marketers and third-party data collection services can collect data about what people actually do, like:

what sites they visit, what pages on the site, what purchases and much more.

Text ads sell with __________. Display ads sell with _____________. Rich media ads offer more ways to involve an ______________ with an ad.

words pictures audience

Audience targeting involves the type of market segmentation that has always been used in offline markets. The most common types are:

• Demographics • Geographics • Life Styles • Behaviors

What ad blocking model should publishers adopt:

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

Many third-party databases expand behavioral targeting options. They include:

• Values targeting. Able to reach people on the basis of enduring human values • Cut-and-paste content sharing, which is based on times that readers cut and paste from publisher sites. • Retailer cooperative database, identifies people who are shopping on the web for certain products. This can be used for retargeting. • Search retargeting. The ability to purchase display advertising based on search activity. • Owner targeting. Focuses advertising based on ownership. Direct marketers have long used, for ex, product registrations to confirm ownership of an article in a database.