adpr3120 exam 2

media mix

brand’s POV

share of voice (SOV)

medium’s POV

HUT

households using television out of all TV households.

(hh using tv / total tv hh) x 100

tv ratings

households watching program/ad out of all TV households

(channel 2 hh / total tv hh) x100

what if the HUT and rating are down but the share is high?

share will always be higher than rating

CPM

cost per mille. cost of delivering 1k impressions

CPM = (total cost/total impressions) x 1000

total impressions = cost / CPM

CPA

cost per action. cost of acquiring a customer or action

CPA = total cost / # of conversions

conversions = total cost / CPA

CPV

cost per view/visit (digital)

what do google ads display network benchmarks include

banner ads

what kinds of ads are more expensive and why?

search ads bc less competition, matches search intent (relevant), higher click rate (more space for CTAs), more trackable

do not WHAT or WHAT separate CPMS if WHAT?

do not average or add separate CPMs if multiple insertions

pros of television

wide reach, sound, visuals

when did digital surpass traditional?

2017/2018

CTV

connected TV (the actual devices)

OTT

over-the-top (content being streamed) (more dated term)

SVOD

subscription video on demand

what three companies are the major ad publishers in streaming?

netflix, amazon, disney+

addressable TV

targets specific people rather than programming. limited by expanding. uses IPTV and set top box (digital connections)

linear TV

TV as we know it (incl. satellite, subscriptions thru antenna or cable box etc)

vMVPD

virtual multichannel video programming distributor

channels via the internet. growing and a threat to netflix etc

MVPD (no v) is simply cable

examples of vMVPDs

youtube tv, hulu+ live tv, sling tv

how many tv households in the US

125 million

how many viewers of the super bowl?

125 million. reason why TV is still considered a wide-reach mediummos

most popular TV programs

NBC sunday night football, fox thurs. night footbal

cons of TV

fleeting, DVRs, streaming services with no ads (although ads fiercely came back in 2024)co

cord-cutting

getting rid of cable

upfront

each may when negotiations are made for fall TV ads

80-85% of all network primetime sales

scatter buy

withheld ad minutes. quarterly basis

make goods

compensate for undelivered ratings (GRPS)

examples: free commercial time, monetary refunds

great demands for make-goods bc now more comp but lower ratings

midseason replacement

how to fill the rest of the season?e

examples of midseason replacement shows

law & order, seinfeld, the simpsons

pros of radio

local, audience segmentation (based on genre of music), reminder medium (recency effects), low-cost, building frequency (habitual), audio-only (may be more memorable)

cons of radio

only habitual listeners

podcasts are popular with people in what age range?

29-39

newspaper pros

active readers, desirable audience, higher income, timeliness, reputable

newspaper cons

active readers, dying medium, black & white

newspapers are popular with people in what age range?

75-84

what do magazines not typically do that newspapers do?

digital editions

pros of magazines

upscale audience, visuals, segmentation, long shelf lifecon

cons of magazines

long planning cycle (lead time), dying medium, images and words only, limited reach, high quality print can be costly

magazines make more money with what kinds of ads?

digital

in 11 smartphone app categories, how many US users?

100 million

top app categories

video, map/navigation, social network, weather, audio, gaming

average screen time in 2023

4hr 35mins

mobile-first indexing

allows mobile version of your website to be the most important one. trending starting in 2019

rankings on both mobile & desktop are based off of info gathered by mobile

geo-fencing

hyper-local. virtual fence, relevant ads within those boundaries

pros of geo-fencing

local, timely, relevant, scarcity, useful

geo-targeting vs geo-fencing

geo-targeting involves various factors (location, interests, behaviors, demographics) and is more personalized

GEO

generative engine optimization

optimizing website so info is chosen for AI overview

SEO

is secondary. user experience should be primary

pay-per-click ads

only pay when someone clicks

how much market share does Google have

91.42%

what search engines are growing?

social media, AI, retail media (chatbots on retail sites)