Mobile Marketing Practice Test 4

Question 1

Which mobile marketing strategy involves sending promotional messages to users based on their current location in a physical store?

Accepted Answer

Beacon marketing

Answer

Beacon marketing uses Bluetooth Low Energy (BLE) beacons placed in stores to send hyper-local notifications to nearby users' smartphones.

Question 2

What distinguishes a 'lookalike audience' in mobile advertising?

Accepted Answer

A new audience that shares characteristics with your existing high-value users

Answer

Lookalike audiences are created by platforms like Facebook or Google to find new users who statistically resemble your best existing customers.

Question 3

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

Accepted Answer

The percentage of an ad that is actually visible on a user's screen for a minimum duration

Answer

The MRC standard defines a mobile display ad as viewable when at least 50% of its pixels are visible for at least one second.

Question 4

A brand runs a mobile campaign and tracks 'click-to-install' time. What does a very long click-to-install time suggest?

Accepted Answer

Potential friction in the install process or poor user intent

Answer

A long click-to-install time often signals drop-off during the download process, which may indicate slow connections, large app sizes, or low purchase intent.

Question 5

What is 'frequency capping' in a mobile ad campaign?

Accepted Answer

Limiting how often the same user sees the same ad within a given period

Answer

Frequency capping prevents ad fatigue by limiting how many times a single user is exposed to the same advertisement within a set timeframe.