Display Advertising Display Advertising Analytics and Measurement 1 — Questions and Answers
Question 1: What does CTR stand for in display advertising metrics?
- Click-Through Rate (Correct answer)
- Cost-to-Reach
- Conversion Tracking Rate
- Creative Test Result
Correct answer: Click-Through Rate
CTR (Click-Through Rate) measures the percentage of users who clicked on a display ad out of the total number of users who saw it (impressions).
Question 2: What is a view-through conversion in display advertising?
- A conversion that occurs after a user sees but does not click a display ad (Correct answer)
- A conversion tracked by video view completion
- A conversion attributed to a search ad after a display view
- A conversion recorded when a user visits the landing page
Correct answer: A conversion that occurs after a user sees but does not click a display ad
A view-through conversion is recorded when a user sees a display ad (an impression) but converts on the advertiser's site later without ever clicking that ad.
Question 3: What does CPM stand for in display advertising?
- Cost Per Mille (cost per 1,000 impressions) (Correct answer)
- Cost Per Message
- Clicks Per Minute
- Cost Per Metric
Correct answer: Cost Per Mille (cost per 1,000 impressions)
CPM stands for Cost Per Mille, where 'mille' is Latin for thousand, meaning the cost an advertiser pays for every 1,000 times their display ad is shown.
Question 4: What is the 'impression share' metric in display campaigns?
- The percentage of eligible impressions your ads actually received (Correct answer)
- The share of total ad budget spent on impressions
- The ratio of unique impressions to total impressions
- The number of impressions delivered per dollar spent
Correct answer: The percentage of eligible impressions your ads actually received
Impression share measures how often your ads were shown versus how often they were eligible to show, revealing how much potential reach you may be missing.
Question 5: What does 'viewability' measure in display advertising?
- Whether an ad was actually seen by a user on screen (Correct answer)
- The visual quality resolution of the ad creative
- The number of unique users who viewed the ad
- How long a user spent on the landing page
Correct answer: Whether an ad was actually seen by a user on screen
Viewability measures whether a display ad was placed in a position where it could actually be seen—the IAB standard requires at least 50% of the ad to be visible for 1 second.
Question 6: What is ROAS in the context of display advertising campaigns?
- Return on Ad Spend — revenue generated divided by ad cost (Correct answer)
- Rate of Audience Segmentation
- Reach of Ad Served
- Return on Audience Scale
Correct answer: Return on Ad Spend — revenue generated divided by ad cost
ROAS (Return on Ad Spend) is calculated by dividing the revenue generated from a campaign by the total amount spent on that campaign, expressing advertising efficiency.
Display Advertising Display Advertising Analytics and Measurement 1
What does CTR stand for in display advertising metrics?