Web Banners Web Banner Performance and Analytics

Question 1

What does CTR stand for in web banner advertising metrics?

Accepted Answer

Click-Through Rate

Answer

Content Transfer Rate

Answer

Creative Testing Ratio

Answer

Cost Tracking Report

Question 2

How is CTR calculated for a web banner campaign?

Accepted Answer

Total clicks ÷ total impressions × 100

Answer

Total impressions ÷ total clicks × 100

Answer

Total clicks × total impressions

Answer

Total conversions ÷ total clicks × 100

Question 3

What is 'viewability' in the context of web banner advertising?

Accepted Answer

Whether a banner ad was actually seen by a user based on on-screen exposure criteria

Answer

How visually attractive a banner is to users

Answer

The resolution quality of a banner's images

Answer

The speed at which a banner loads in the browser

Question 4

According to MRC/IAB standards, what percentage of a display banner must be in view for how long to count as 'viewable'?

Accepted Answer

50% in view for 1 second

Answer

25% in view for 2 seconds

Answer

75% in view for 1 second

Answer

100% in view for 0.5 seconds

Question 5

What is an 'impression' in web banner advertising?

Accepted Answer

Each instance of the banner being loaded and displayed on a webpage

Answer

A user's positive opinion of the banner

Answer

A click that results in a conversion

Answer

The number of unique users who saw the banner

Question 6

What metric measures the cost an advertiser pays each time a user clicks a banner ad?

Accepted Answer

CPC

Answer

CPM

Answer

CPA

Answer

CPV