Trivia Flashcards

Which company launched the first widely-adopted mobile advertising network for smartphones?

Answer: AdMob

AdMob, founded in 2006, was one of the first and most widely adopted mobile advertising networks before being acquired by Google in 2010.

What is a 'lookalike audience' in mobile advertising platforms?

Answer: A new audience that shares traits with your best existing users

A lookalike audience is a targeting option that finds new users who share behavioral and demographic similarities with your highest-value existing customers.

What is the standard aspect ratio for a mobile vertical video ad (e.g., Instagram Stories or TikTok)?

Answer: 9:16

Vertical video ads use a 9:16 aspect ratio to fill the full portrait-oriented mobile screen, which is how most users hold their phones.

Which mobile attribution model gives 100% credit to the last touchpoint before a conversion?

Answer: Last-click attribution

Last-click attribution assigns all conversion credit to the final ad or channel a user interacted with before completing the desired action.

What term describes the unwanted removal of an app from a user's device after installation?

Answer: Uninstall

An uninstall occurs when a user removes an app from their device, and tracking uninstall rates is crucial for understanding long-term retention.

In mobile marketing, what does 'frequency capping' control?

Answer: How many times a user sees the same ad within a set period

Frequency capping limits how often a single user sees the same advertisement within a defined timeframe to prevent ad fatigue.

Which mobile marketing strategy uses SMS short codes like '12345' to engage consumers in two-way conversations?

Answer: SMS marketing

SMS marketing uses short codes — abbreviated phone numbers — to allow brands to send and receive text messages with consumers at scale.