Fundamentals Flashcards

Which mobile marketing strategy involves sending targeted messages to users based on their behavior within an app?

Answer: Behavioral push notifications

Behavioral push notifications are triggered by specific in-app actions, making them highly relevant and timely for each user.

What is the main purpose of a 'playable ad' in mobile marketing?

Answer: To let potential users try a mini-version of a game before downloading it

Playable ads offer a brief, interactive preview of a game so users can experience it before committing to a download.

Which privacy framework, introduced by Apple in 2021, significantly impacted mobile ad tracking?

Answer: App Tracking Transparency (ATT)

Apple's ATT framework requires apps to request explicit user permission before tracking their activity across other apps and websites.

What is 'cost per mille' (CPM) in mobile advertising?

Answer: The cost an advertiser pays per 1,000 ad impressions

CPM (cost per mille) is a pricing model where advertisers pay a set rate for every 1,000 times their ad is shown.

Which of the following best describes 'programmatic advertising' in mobile marketing?

Answer: Automated buying and selling of ad inventory using real-time bidding technology

Programmatic advertising automates the ad buying process through real-time auctions, enabling precise targeting at scale.

What is 'incrementality testing' used for in mobile marketing?

Answer: Measuring the true lift in conversions caused by an ad campaign versus what would have happened organically

Incrementality testing uses a control group to determine how many conversions were genuinely caused by advertising versus those that would have occurred anyway.

In mobile marketing, 'frequency capping' is used to:

Answer: Limit how many times a single user sees the same ad to prevent ad fatigue

Frequency capping prevents overexposure by capping how many times one user sees the same advertisement within a set time window.