Mobile Marketing Fundamentals 4 — Questions and Answers
Question 1: Which mobile marketing strategy involves sending targeted messages to users based on their behavior within an app?
- Behavioral push notifications (Correct answer)
- Geofencing campaigns
- App store keyword bidding
- Device fingerprinting
Correct answer: Behavioral push notifications
Behavioral push notifications are triggered by specific in-app actions, making them highly relevant and timely for each user.
Question 2: What is the main purpose of a 'playable ad' in mobile marketing?
- To let potential users try a mini-version of a game before downloading it (Correct answer)
- To display a video of gameplay with no interaction
- To reward users with in-app currency for watching an ad
- To show a static banner on gaming app screens
Correct 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.
Question 3: Which privacy framework, introduced by Apple in 2021, significantly impacted mobile ad tracking?
- App Tracking Transparency (ATT) (Correct answer)
- General Data Protection Regulation (GDPR)
- California Consumer Privacy Act (CCPA)
- Privacy Sandbox Initiative
Correct 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.
Question 4: What is 'cost per mille' (CPM) in mobile advertising?
- The cost an advertiser pays per 1,000 ad impressions (Correct answer)
- The cost per 1,000 app installs
- The cost per 1,000 clicks on a mobile ad
- The cost per 1,000 active monthly users
Correct 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.
Question 5: Which of the following best describes 'programmatic advertising' in mobile marketing?
- Automated buying and selling of ad inventory using real-time bidding technology (Correct answer)
- Manually negotiating ad placements directly with app publishers
- Creating personalized ad creatives using AI design tools
- Running scheduled SMS campaigns to opted-in subscribers
Correct 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.
Question 6: What is 'incrementality testing' used for in mobile marketing?
- Measuring the true lift in conversions caused by an ad campaign versus what would have happened organically (Correct answer)
- Testing different versions of an app store listing to improve conversion rates
- Comparing two push notification messages to find which drives more opens
- Evaluating incremental keyword bids in search ad campaigns
Correct 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.
Question 7: In mobile marketing, 'frequency capping' is used to:
- Limit how many times a single user sees the same ad to prevent ad fatigue (Correct answer)
- Restrict the maximum budget spent per hour of a campaign
- Control the number of push notifications an app can send daily
- Set an upper limit on keyword bids in app store search ads
Correct 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.
Mobile Marketing Fundamentals 4
Which mobile marketing strategy involves sending targeted messages to users based on their behavior within an app?