Fundamentals Flashcards

Which metric measures the percentage of users who click on a mobile ad after seeing it?

Answer: Click-Through Rate (CTR)

CTR (Click-Through Rate) is calculated by dividing clicks by impressions and represents how often users click an ad after viewing it.

What does 'deep linking' accomplish in mobile marketing?

Answer: It takes users to a specific page within an app rather than the home screen

Deep linking directs users to a specific in-app page or piece of content, bypassing the app's home screen for a better user experience.

In mobile advertising, what is a 'lookalike audience'?

Answer: Users who share traits similar to your existing customers

A lookalike audience is a group of new prospects identified by an ad platform as sharing behavioral or demographic traits with your current customers.

Which of the following best describes 'mobile attribution'?

Answer: The process of identifying which marketing channel drove an app install or conversion

Mobile attribution links user actions (like installs or purchases) back to the specific ad or channel that triggered them.

What is the primary advantage of in-app advertising over mobile web advertising?

Answer: Higher engagement rates due to a more immersive environment

In-app ads typically achieve higher engagement because users are already deeply focused within the app environment.

What does 'LTV' stand for in the context of mobile marketing?

Answer: Lifetime Value

Lifetime Value (LTV) estimates the total revenue a business can expect from a single user over their entire relationship with the app or service.

Which targeting method uses real-time location data to serve ads to users in a specific physical area?

Answer: Geofencing

Geofencing creates a virtual boundary around a physical location and triggers ad delivery when a user enters or exits that zone.