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

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?

Accepted Answer

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

Answer

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?

Accepted Answer

Running display campaigns continuously throughout the year rather than in bursts

Answer

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?

Accepted Answer

Targeting new users who have not previously interacted with the brand

Answer

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?

Accepted Answer

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

Answer

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.

Display Advertising Practice Test

Display Advertising Practice Test

Display Advertising Display Advertising Campaign Strategy