Display Advertising Display Advertising Campaign Strategy

Question 1

What is the primary goal of a display advertising campaign at the 'awareness' stage of the marketing funnel?

Accepted Answer

Reaching a broad audience to introduce the brand or product

Answer

Driving immediate purchases from high-intent users

Answer

Retargeting users who abandoned a shopping cart

Answer

Generating leads by promoting a free trial offer

Question 2

What is 'sequential messaging' in display advertising strategy?

Accepted Answer

Showing different ads in a specific order to guide users through the marketing funnel

Answer

Running the same ad repeatedly until the user clicks

Answer

Testing multiple ad messages simultaneously with A/B testing

Answer

Automatically changing the ad message based on time of day

Question 3

What does 'always-on' display advertising strategy mean?

Accepted Answer

Running display campaigns continuously throughout the year rather than in bursts

Answer

Having ads delivered 24 hours a day with no dayparting restrictions

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Using automated bidding that adjusts bids in real time always

Answer

Keeping the same ad creative live without refreshing it

Question 4

What is 'prospecting' in display advertising strategy?

Accepted Answer

Targeting new users who have not previously interacted with the brand

Answer

Re-engaging lapsed customers with win-back offers

Answer

Bidding on competitor brand keywords in search

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Testing new ad creative with existing customers

Question 5

What is 'share of voice' strategy in display advertising?

Accepted Answer

Allocating enough budget to capture a significant percentage of impressions in a competitive category

Answer

Ensuring your ad appears louder or more prominent than competitors

Answer

Buying premium placements that guarantee a top-of-page position

Answer

Matching competitor ad spend dollar for dollar

Question 6

What is 'cross-channel attribution' important for in display advertising strategy?

Accepted Answer

Understanding how display ads contribute alongside other channels like search and social

Answer

Tracking ad performance across multiple creative sizes simultaneously

Answer

Attributing conversions between desktop and mobile display

Answer

Measuring the performance of ads across multiple ad networks