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

CTR (Click-Through Rate) is the percentage of users who clicked the banner out of the total who saw it.

Question 2

How is CTR calculated for a web banner campaign?

Accepted Answer

Total clicks ÷ total impressions × 100

Answer

CTR = (clicks ÷ impressions) × 100, expressing the click rate as a percentage of total ad views.

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

Viewability measures whether an ad had the opportunity to be seen, with IAB defining a display ad as viewable if 50% is on-screen for ≥1 second.

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

The MRC and IAB standard defines a display ad as viewable when at least 50% of its pixels are in view for a minimum of 1 continuous second.

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

An impression counts each time the banner ad is fetched and displayed, regardless of whether the user interacts with it.

Web Banners Practice Test