1.M5: Digital Display Advertising

Transcription

1 1.M5: Exercises A series of practical exercises is provided below: Module Domain DMI_PDDM_PE_M5_00001 Ads Dimension & Position & Type Some common ad formats are as follows: a. leaderboard b. standard banner (Half Banner) c. skyscraper or wide skyscraper d. MPU Find a website and pinpoint where you see ad types a-d displayed.

2 DMI_PDDM_PE_M5_00002 Frequency Cap You have heard about the concept of frequency capping. Work in a group to give a definition of frequency capping. Also describe two scenarios where frequency capping would be appropriate.

3 DMI_PDDM_PE_M5_00003 Match Audience with Publisher You have worked out the characteristics of your target audience ahead of advertising your wide-ranging sports clothes for sale. You now need to choose the most relevant publishers for your target audience. You have heard about the Google Display Network. Access the Display Network and describe the kind of targeting you will adopt in order to achieve your marketing goals. Module Domain

4 DMI_PDDM_PE_M5_00004 Campaign Targeting /Discussion You have been tasked with creating a compelling display ad for use within the Google Display Network. With the qualities of a wellwritten display ad in mind, work as a group to create and design a compelling display ad.

5 DMI_PDDM_PE_M5_00005 Ad Features You want to target your audience using a smart ad to promote tablet devices. What dynamic functionality would you incorporate into the ad and how would it relate to your product? Work as a group to describe your approach.

6 DMI_PDDM_PE_M5_00006 Choose Creative Formats You have been asked to plan a digital display advertising campaign for a surfing accessory product. You are challenged only to use three ad formats from the following list: Static Dynamic Rich Video Floating Expandable Indicate which formats you will use, what you will do with them and why.

7 DMI_PDDM_PE_M5_00007 Considering Campaign Budget /Discussion You are an independent vendor of luxury hampers seeking to drive as many online sales as possible in the run-up to Christmas. Your manager wants to take out an ad tenancy on a major department store s website as part of your digital display campaign. You are conscious that this will take up most of your ad spend and your budget is limited. Discuss the pros and cons of a display tenancy and decide if you will use it as part of your campaign. Answer Options Pros Cons

8 DMI_PDDM_PE_M5_00008 KPI Measures You want to determine how well your digital display campaign is performing. From the list below, decide which metrics will be most valuable to you and why: Click-Through-Rate Bounce Rate Page views Conversions Direct Traffic Avg. Time on Page

9 DMI_PDDM_PE_M5_00009 Publisher Restrictions You have heard about something called publisher restrictions. Work as a group to describe the kinds of specific technical limitations to your campaigns that may apply with certain publishers. Indicate why this may be important. Module Domain DMI_PDDM_PE_M5_00010 Retargeting

10 You have heard about the concept of retargeting. Work as a group to describe what this means.