Mobile Advertising Formats and Campaigns Flashcards

What is 'programmatic advertising' in the context of mobile marketing?

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.

In mobile advertising, what does 'viewability' refer to?

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.

What is 'retargeting' in mobile advertising?

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.

Which type of mobile ad campaign goal focuses on getting users to install an app?

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.

What is a 'lookalike audience' in mobile advertising?

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.

In mobile advertising, what does 'frequency capping' accomplish?

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.