Web Banners Web Banner Performance and Analytics 2

Question 1

What is 'frequency capping' in web banner campaign management?

Accepted Answer

Restricting how many times the same user sees the same ad within a time period

Answer

Frequency capping limits ad exposure per user to prevent ad fatigue and reduce the negative impact of over-exposure.

Question 2

What is 'ad fatigue' in web banner advertising?

Accepted Answer

Declining performance as users become desensitized to seeing the same banner repeatedly

Answer

Ad fatigue occurs when repeated exposure to the same banner causes users to ignore it, leading to declining CTR and engagement.

Question 3

What does 'retargeting' mean in the context of web banner advertising?

Accepted Answer

Showing banner ads to users who have previously visited your website

Answer

Retargeting (or remarketing) serves banner ads specifically to users who have already shown interest by visiting your site.

Question 4

Which metric directly measures the percentage of users who completed a desired action after clicking a banner?

Accepted Answer

Conversion Rate

Answer

Conversion rate measures how many users who clicked the banner went on to complete the target action (purchase, signup, etc.).

Question 5

What is 'programmatic advertising' in the web banner context?

Accepted Answer

Automated buying and selling of ad inventory through real-time bidding platforms

Answer

Programmatic advertising automates ad buying via RTB (Real-Time Bidding) platforms, enabling precise targeting at scale.

Web Banners Practice Test