IAB Mobile Advertising 2 — Questions and Answers
Question 1: What is a rewarded video ad format in mobile advertising?
- An opt-in video ad where users receive in-app rewards (extra lives, currency) in exchange for watching the full ad (Correct answer)
- A retargeting ad shown to users who previously watched a brand video
- A video ad that rewards publishers based on completion rate
- A sponsored video that plays automatically in reward apps
Correct answer: An opt-in video ad where users receive in-app rewards (extra lives, currency) in exchange for watching the full ad
Rewarded video is a non-intrusive mobile ad format where users voluntarily watch a video ad in full in exchange for a tangible in-app reward, resulting in high completion rates and positive user sentiment.
Question 2: What is an interstitial ad in mobile advertising?
- A full-screen ad that appears between content pages or app activity transitions (Correct answer)
- An ad placed between paragraphs of text content
- A small banner ad that interrupts video playback
- An ad that appears within the app's navigation menu
Correct answer: A full-screen ad that appears between content pages or app activity transitions
Interstitial ads are full-screen ads that cover the app interface and appear at natural transition points, such as between game levels, offering high visibility but requiring a close button after a few seconds.
Question 3: What is deep linking in mobile advertising?
- A link that takes users directly to a specific page within a mobile app rather than the app's home screen (Correct answer)
- A method for embedding hyperlinks deep within ad creative
- A tracking technique for following users deep into the purchase funnel
- A strategy for linking multiple ad formats in a single campaign
Correct answer: A link that takes users directly to a specific page within a mobile app rather than the app's home screen
Deep links in mobile ads direct users to a specific in-app destination (like a product page or cart) rather than the app's home screen, improving conversion rates by reducing friction.
Question 4: What is mobile-first creative design in advertising?
- Designing ad creatives with the mobile user experience as the primary consideration before adapting for desktop (Correct answer)
- Creating ads exclusively for mobile platforms with no desktop versions
- Optimizing ad load speed for mobile data connections
- Designing apps with advertising placements as the primary revenue model
Correct answer: Designing ad creatives with the mobile user experience as the primary consideration before adapting for desktop
Mobile-first creative design prioritizes mobile viewing conditions — smaller screens, vertical orientation, touch interaction, and short attention spans — before considering other device formats.
Question 5: What is playable advertising in mobile marketing?
- An interactive ad format that lets users experience a mini demo of a mobile game before downloading (Correct answer)
- Video ads featuring gameplay footage of mobile games
- Ads that reward users with in-game items for clicking through
- An advertising format where gameplay pauses to show a mandatory ad
Correct answer: An interactive ad format that lets users experience a mini demo of a mobile game before downloading
Playable ads offer users an interactive preview of a mobile game or app directly within the ad unit, allowing them to experience the product before installing, resulting in higher-quality installs.
Question 6: What is app attribution fraud and why is it significant?
- Fraudulent manipulation of app install attribution to falsely claim credit for organic installs and steal advertiser budgets (Correct answer)
- Inaccurate reporting of app store ratings and reviews
- Misattributing app downloads to incorrect marketing channels due to data errors
- Fraudulent in-app purchases made with stolen payment credentials
Correct answer: Fraudulent manipulation of app install attribution to falsely claim credit for organic installs and steal advertiser budgets
App attribution fraud involves techniques like click injection and SDK spoofing that allow fraudsters to falsely claim credit for organic app installs, costing advertisers billions in wasted spend.
IAB Mobile Advertising 2
What is a rewarded video ad format in mobile advertising?