Mobile Marketing Mobile Advertising Formats and Campaigns 2 — Questions and Answers
Question 1: What is 'programmatic advertising' in the context of mobile marketing?
- Manually negotiating ad placements with publishers
- Using automated technology and real-time bidding to buy and place mobile ads (Correct answer)
- Writing custom code for each individual ad creative
- Scheduling ads to run at specific programmed times only
Correct answer: Using automated technology and real-time bidding to buy and place mobile ads
Programmatic advertising uses automated platforms and algorithms—often through real-time bidding—to buy and serve targeted mobile ad impressions at scale.
Question 2: In mobile advertising, what does 'viewability' refer to?
- The visual quality or resolution of an ad creative
- Whether a served ad was actually seen by a user (met minimum display criteria) (Correct answer)
- The number of unique users who viewed an ad
- The speed at which an ad loads on a mobile device
Correct answer: Whether a served ad was actually seen by a user (met minimum display criteria)
Viewability measures whether an ad had the opportunity to be seen, with the IAB standard requiring at least 50% of the ad pixels to be in view for at least one second.
Question 3: What is 'retargeting' in mobile advertising?
- Targeting users in a specific geographic region
- Re-engaging users who have previously interacted with your app or website (Correct answer)
- Targeting users who have never heard of your brand
- Sending the same ad to all users repeatedly
Correct answer: Re-engaging users who have previously interacted with your app or website
Mobile retargeting serves ads to users who have previously visited your app or website, encouraging them to return and complete a desired action.
Question 4: Which type of mobile ad campaign goal focuses on getting users to install an app?
- Brand awareness campaign
- App install campaign (UA campaign) (Correct answer)
- Lead generation campaign
- Engagement campaign
Correct answer: App install campaign (UA campaign)
User Acquisition (UA) campaigns, also called app install campaigns, are specifically optimized to drive new downloads and installs of a mobile application.
Question 5: What is a 'lookalike audience' in mobile advertising?
- An audience that shares the same profile photo as existing customers
- A new audience that shares similar characteristics to your best existing users (Correct answer)
- An audience targeted by geographic location only
- An audience made up of users who have seen your ad before
Correct answer: A new audience that shares similar characteristics to your best existing users
A lookalike audience is a targeting method that finds new potential customers who share similar traits, behaviors, and demographics with your existing high-value users.
Question 6: In mobile advertising, what does 'frequency capping' accomplish?
- Limits the maximum bid price for an ad auction
- Restricts how many times a single user sees the same ad within a set time period (Correct answer)
- Caps the total budget spent on a campaign per day
- Limits the number of ad formats used in one campaign
Correct answer: Restricts how many times a single user sees the same ad within a set time period
Frequency capping prevents ad fatigue by limiting how many times an individual user is exposed to the same ad creative within a defined time window.
Mobile Marketing Mobile Advertising Formats and Campaigns 2
What is 'programmatic advertising' in the context of mobile marketing?