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Flashcards in A: The Digital Advertising Ecosystem Deck (23)
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0

What is the traditional consumer buying funnel?

Awareness
Consideration
Preference
Purchase

1

What is the new consumer decision journey?

Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

2

What is the definition of owned media?

A channel a brand controls

3

What is paid media?

Brand pays to leverage a channel

4

What is earned media?

When customers become the channnel

5

Give an example of owned media.

Website
Mobile site
Blog
Twitter feed

6

What's the role of owned media?

Build long term relationships with existing potential customers and earn media

7

What's a benefit of owned media?

Control
Cost efficiency
Longevity
Versatility
Niche audiences

8

What are the challenges of owned media?

No guarantees
Company communication not trusted
Takes time to scale

9

Give an example of paid media

Display ads
Paid search
Sponsorships

10

What is the role of paid media?

Shift from foundation to a catalyst that feeds owned and creates earned media

11

What are the benefits of paid media?

In demand
Immediacy
Scale
Control

12

What are some challenges of paid media?

Clutter
Declining response rates
Poor credibility

13

What are some examples of earned media?

WOM
Buzz
Going viral

14

What is the role of earned media?

Listen and respond-is often the result of well-executed owned and paid media

15

What are the benefits of earned media?

Most credible
Key role in most sales
Transparent and lives on

16

What are challenges of earned media?

No control
Can be negative
Scale
Hard to measure

17

Who is buying media?

Holding companies
Trading desks
Agencies
Brands

18

These four elements are part of what consumer journey?
Awareness
Consideration
Preference
Purchase

Consumer buying funnel

19

How does SEO differ from SEM?

SEO is organic, SEM is paid

20

What are generally accepted as the best optimization tool to add to a banner flight to maximize unique reach?

Frequency cap (limits duplications by limiting the amount of times an individual sees an ad).

21

There are 14 million emails successfully delivered to W 35-54. The open rate is 20% and the CTR is 20%. How many people landed on brand.com?

560,000
(14,000,000*.20*.20)

22

For industry compliant advertisers, the Ad Choices logo appears on ads that are:

Behaviorally targeted
(People need to be able to opt-out)