Free eMarketing Display Advertising Question and Answers — Questions and Answers
Question 1: Search is currently less enticing than display advertising:
- Visual (Correct answer)
- Contextual
- More expensive
- Less expensive
Correct answer: Visual
Display advertising is inherently more visual than search advertising. While search ads are primarily text-based and appear in response to user queries, display ads utilize images, animations, and video to capture attention and convey brand messages. This visual richness makes display ads more enticing for brand building and creating emotional connections with users.
Question 2: The term for the 728x90-pixel display ad area at the top of the page is:
- Top Banner
- Rectangle
- Leaderboard (Correct answer)
- Pop-up
Correct answer: Leaderboard
The 728x90-pixel ad unit placed at the top of a webpage is universally known as a 'leaderboard' in display advertising. Its prominent position and standard size make it one of the most common and high-visibility ad placements. This term is part of the standardized nomenclature established by organizations like the IAB.
Question 3: Most commonly, display advertising is utilized for
- Physical presence
- Brand building (Correct answer)
- Promoting visual arts
- All of the above
Correct answer: Brand building
Display advertising, with its rich visual formats like images, banners, and video, is primarily used for brand building. Unlike search advertising which targets immediate intent, display ads aim to increase brand awareness, recall, and perception by exposing users to visual brand messages across various websites. This helps create a lasting impression and fosters brand recognition over time.
Question 4: The _____________ publishes rules with the intention of standardizing display ad sizes and formats that function on all ad networks and websites.
- Display Advertising Bureau (DAB)
- Internet Advertising Bureau (IAB)
- International Advertising Bureau (IAB)
- Interactive Advertising Bureau (IAB) (Correct answer)
Correct answer: Interactive Advertising Bureau (IAB)
The Interactive Advertising Bureau (IAB) is a global organization that develops industry standards, conducts research, and provides legal support for online advertising. A key function of the IAB is to publish guidelines for display ad sizes and formats, ensuring consistency and interoperability across different ad networks and websites. This standardization simplifies ad creation and deployment for advertisers and publishers alike.
Question 5: We can measure the traffic being transferred from a display advertisement and track the watching and interaction activity on our webpages by using the following tool:
- Google Analytics (Correct answer)
- Google for Business
- Google Trends
- SEO
Correct answer: Google Analytics
Google Analytics is a powerful web analytics service that tracks and reports website traffic and user behavior. It allows businesses to measure how users interact with their site, including traffic sources from display advertisements, page views, and conversion activities. This makes it the ideal tool for understanding the effectiveness of display ad campaigns.
Question 6: The goal of ________ marketing is to use advertising funds to create leads, a list of potential customers, and increase sales.
- Target
- Performance (Correct answer)
- Niche
- Brand
Correct answer: Performance
Performance marketing is an online marketing and advertising program where advertisers pay based on measurable results, such as leads, sales, or clicks. Its core objective is to drive specific, quantifiable actions from advertising funds. This direct correlation between spend and outcome makes it focused on generating leads and increasing sales.
Question 7: Displaying adverts on a website or a collection of websites that the target audience frequently visits is known as __________targeting.
- Placement (Correct answer)
- Contextual
- Location
- Look-alike
Correct answer: Placement
Placement targeting allows advertisers to specifically choose the websites, apps, or video channels where their ads will appear. Instead of relying on keywords or audience demographics alone, this method ensures ads are displayed on particular sites known to be frequented by the target audience. This gives advertisers precise control over where their ads are shown.
Free eMarketing Display Advertising Question and Answers
Search is currently less enticing than display advertising: