Display Advertising Display Advertising Campaign Strategy 1 — Questions and Answers
Question 1: What is the primary goal of a display advertising campaign at the 'awareness' stage of the marketing funnel?
- Reaching a broad audience to introduce the brand or product (Correct answer)
- Driving immediate purchases from high-intent users
- Retargeting users who abandoned a shopping cart
- Generating leads by promoting a free trial offer
Correct answer: Reaching a broad audience to introduce the brand or product
At the top of the funnel (awareness stage), display campaigns focus on broad reach and frequency to make new audiences aware of the brand before they have shown any purchase intent.
Question 2: What is 'sequential messaging' in display advertising strategy?
- Showing different ads in a specific order to guide users through the marketing funnel (Correct answer)
- Running the same ad repeatedly until the user clicks
- Testing multiple ad messages simultaneously with A/B testing
- Automatically changing the ad message based on time of day
Correct answer: Showing different ads in a specific order to guide users through the marketing funnel
Sequential messaging (or ad sequencing) delivers a series of display ads in a planned order, telling a story or progressing a user from awareness through consideration to conversion.
Question 3: What does 'always-on' display advertising strategy mean?
- Running display campaigns continuously throughout the year rather than in bursts (Correct answer)
- Having ads delivered 24 hours a day with no dayparting restrictions
- Using automated bidding that adjusts bids in real time always
- Keeping the same ad creative live without refreshing it
Correct answer: Running display campaigns continuously throughout the year rather than in bursts
An always-on strategy maintains continuous display advertising presence year-round, ensuring brand awareness is sustained even outside of peak promotional periods.
Question 4: What is 'prospecting' in display advertising strategy?
- Targeting new users who have not previously interacted with the brand (Correct answer)
- Re-engaging lapsed customers with win-back offers
- Bidding on competitor brand keywords in search
- Testing new ad creative with existing customers
Correct answer: Targeting new users who have not previously interacted with the brand
Prospecting campaigns target new audiences—people who have no prior relationship with the brand—to expand the customer base and fill the top of the conversion funnel.
Question 5: What is 'share of voice' strategy in display advertising?
- Allocating enough budget to capture a significant percentage of impressions in a competitive category (Correct answer)
- Ensuring your ad appears louder or more prominent than competitors
- Buying premium placements that guarantee a top-of-page position
- Matching competitor ad spend dollar for dollar
Correct answer: Allocating enough budget to capture a significant percentage of impressions in a competitive category
A share of voice strategy aims to ensure your brand secures a meaningful and competitive proportion of total ad impressions within a market segment, often aligned with or exceeding market share goals.
Question 6: What is 'cross-channel attribution' important for in display advertising strategy?
- Understanding how display ads contribute alongside other channels like search and social (Correct answer)
- Tracking ad performance across multiple creative sizes simultaneously
- Attributing conversions between desktop and mobile display
- Measuring the performance of ads across multiple ad networks
Correct answer: Understanding how display ads contribute alongside other channels like search and social
Cross-channel attribution helps advertisers understand the role that display ads play in a broader media mix—how display touches combine with search, social, email, and other channels to drive conversions.
Display Advertising Display Advertising Campaign Strategy 1
What is the primary goal of a display advertising campaign at the 'awareness' stage of the marketing funnel?