ADPR 3120 Exam 2

University of Georgia (UGA) ADPR 3120 Professor Hye Yoon Exam 2

HUT meaning and formula

Households Using TV - % of households with a TV turned on

(Households using TV / Total TV Households) x 100

Rating meaning and formula

% of all TV households (turned on or off) tuned to a specific program or commercial

(Households watching program or ad / total TV households) x 100

What is the primary currency in buying ad space

Rating

Share meaning and formula

% of households currently using TV turned to a specific program or commercial

(households watching program or ad / Households using TV) x 100

Share only counts what

Active viewers

Why is share considered a “kinder measurement”

it only counts active viewers

Will share or rating always be higher?

Share b/c the denominator (HUT) is always smaller than total TV households

Media mix meaning and formula

% of a single brand’s total ad budget allocated across different media classes (within brand, across media)

(brand spend in specific medium / brand total expenditure across all media) x 100

What is the denominator for media mix?

brand’s total expenditure

Share of Voice (SOV) meaning and formula

% of total industry spending in a specific medium accounted for by a single brand (within medium, across brands)

(brand spend in a specific medium / total industry spend in medium) x100

within medium, across brands is what

Share of Voice (SOV)

within brand, across mediums is what

media mix

CPM meaning and formula

(Cost-per-thousand / cost per mille)

cost of delivering 1,000 impressions or homes

(total cost / total impressions) x 1000

does CPM focus on conversion or awareness

awareness

this is used to compare efficiency across different media

CPM

total impressions formula

(total cost / CPM) x1000

Media plan golden rules for CPM

when calculating overall CPM for multiple ad insertions or media vehicles, use ONE equation

(sum of costs / sum of impressions) x 1000

DO NOT average or add separate CPMs

CPP meaning and formula

(cost-per-point)

cost of purchasing a single rating point

cost of commercial / rating

CPA meaning and formula

cost to generate a specific customer action, lead, or sale

(cost-per-acquisition)

total cost / total conversions (or sales)

which focuses on conversions/ actions CPM or CPA

CPA

CTR meaning and formula

(click-through-rate)

% of displayed ads that resulted in a click

(clicks / impressions) x 100

CPC meaning and formula

average cost spent for each ad click

(cost-per-click) - total ad cost / clicks

Conversion rate meaning and formula

% of ad clicks that resulted in a conversion

(conversion / clicks) x 100

ROAS meaning and formula

(return on ad spend)

Efficiency of ad spend relative to profit generated

(total profit / total ad spend) x 100

upfront Buying

initial network offerings to national advertisers held every May for the upcoming fall season;

represents 80%–85% of network prime-time sales

Scatter Buy

• an advertising purchase made closer to the airdate—outside of the annual "upfront" season—using leftover or unreserved network, TV, or video inventory

• Unsold or withheld ad minutes purchased on a quarterly basis throughout the year

Make Goods

Free commercial time (or monetary refunds) granted to advertisers to compensate for undelivered ratings/GRPs

Midseason Replacement

Filler shows introduced mid-year to replace brutally canceled low-rated shows

Linear TV

Traditional broadcast/cable television broadcast to the general masses

Addressable TV

targeted TV advertising aimed at specific households rather than general programming using IPTV and set-top boxes

OTT (Over the Top) vs CTV (Connected TV)

OTT: streaming/content apps (ex Netflix Hulu)

CTV: physical devices used to connect to streaming content (ex Smart TV, Roku, Apple TV)

SVOD

Subscription Video on Demand

MVPD/vMVPD

MVPD: Multichannel Video Programming Distributor (cable/satellite)

vMVPD: Virtual MVPD (digital live TV streaming providers)

Geofencing

creating a virtual boundary around a specific geographic location to serve ads to anyone inside the fence

Broader, location-only search

Geotargeting

Combines geofencing with additional personalized parameters (location, interests, behaviors, demographics) for a refined targeted search

Geofencing vs Geotargeting: Which is broader and location-only

Geofencing

Geofencing vs Geotargeting: Which is more refined and targeted

Geotargeting

Core rule of SEO

User experience is PRIMARY

SEO tactics are secondary

What does SEO focus on

providing high quality, relevant content to searchers without paid placement

Organic listings account for what % of search clicks

92%

GEO (Generative Engine Optimization)

optimizing web content for LLMs and AI Overviews, which pull heavily from existing top-ranking search results

On-Site SEO: Direct or Indirect impact

Direct

What is On-Site SEO

optimizations performed on your website (ex. page titles, meta tags, meta descriptions, internal links, blog posts)

What language should SEO experts speak bare minimum

HTML

Off-Site SEO: Direct or Indirect impact

Indirect

what is off-site SEO

activitites outside your site (ex. social media profiles, video marketing) that build online reputation

what do backlinks act as

Citations of your site

Pros of traditional TV

wide reach, most prevalent

Backlink

a hyperlink on an external website that points back to a page on your own website

Black Hat vs White Hat: which is good vs bad

Black = bad white = good (yikes, lowkey racy)

Black Hat tactics

Bad

• duplicate content

• hidden text

• keyword stuffing

• cloaking

White hat tactics

Good

• focus on creating a good user experience

• relevant content

• alt text

• valid HTML

Branded Searches

building audience through social media leads to specific branded searches on search engines (ex. searching Fashion Nova jeans instead of just jeans)

• helps boost organic search authority

what are PPC and Ad Rank

Ad Rank = Bid Amount + Quality Score

PPC = Pay per click - (total cost / total clicks)

When did digital start taking over traditional

AROUND 2018

OTT vs CTV

OTT - Over The Top - Refers to video content delivered over the internet, bypassing traditional cable, satellite, or broadcast providers

CTV - devices that connect you to OTT content. Refers specifically to internet-connected television hardware used to stream video

ex. gaming consoles, smart TVs, Roku

Who are the 3 major ad publishers in streaming

• Netflix

• Amazon

• Hulu

AVOD

advertising video on demand

what does addressable TV target

specific people rather than specific programming

Linear TV

traditional TV as we know it

Difference between advertising on TV then to now?

before it could only go to the masses, now it can be targeted

How is vMVPD different from MVPD?

vMVPDs are typically OTT services that provide their viewers/subscribers with:

• VOD streaming content

• linear content from broadcast channels

  • Ex. YouTube TV

what programs are most expensive to advertise on

live TV and Live sports

why do video ads have format advantage

sight, sound, and color

easier to process

passive viewing and passive audience

Traditional TV pros

• wide reach

• new formats

• format advantage video

Traditional TV cons

• high waste, high price

• losing younger audiences

• fleeting

  • DVRs streaming services with no ads

• passive audience

  • needs to be uncomplicated, quickly understood

what year did ads make a fierce comeback

2024

Radio pros vs cons

PROS

• local medium - best for local or regional advertising, local events promotions

• Audience segmentation - rock, blues, etc

• low cost

• reminder medium

  • recency effects

• good for building frequency

  • HABITUAL USERS

CONS

• habitual - won’t reach beyond radio listeners

• satellite and internet radio limited ads

Newspaper Pros and Cons

PROS

• desirable audience

  • better educated, higher income

• timely

• trust

• ACTIVE READERS

  • more engaged but could mean they filter out more

when did newspaper usage peak

1990, because of internet coming around

how can newspapers have synergy

qualitative/editorial environment

ex. article about senior citizens and then ad for senior living homes

Magazine pros and cons

PROS

• upscale audiences

  • easy to reach upscale through certain magazine like Forbes, Fortune

• Ad affinity - magazine ads arent bad to look at, its enjoyed

• demo and interest - can choose dif title to reach dif demographics and interests

CONS

• long lead time (planning cycle)

• dying medium

• can be costly for high quality

How does Google rank ads?

Bid amount + Ad quality score

how is ad quality calculated

• expected click through rate

• ad relevance

• landing page experience

what relationship do quality score and bid amount have

inverse

• when quality score is low, advertisers need to spend more on their bid amount to increase ad rank

  • ex Microsoft ad showing up when Galaxy was searched for because it has low relevance so they had to pay more for it to be there

what do pay per click ads need ( paid search)

• keyword relevance

• Unique value proposition (UVP)

• call to action (CTA)

• ad extensions

what is CPM

cost per mille

cost of delivering 1,000 people/homes

calculate CPM for 1 full unit of full-page 4 color cost: $106,045

Women audience (000): 4,4437

106,045 / 4,437,000 × 1000 = $23.90

calculate total impressions CPM= $23.90 total cost= $106,045

106,045 / 23.90 × 1000

in a chart with cpm, total costs and total impressions for several publications, how would you find the total of all publications CPM, total cost and total gross impressions

sum all publications total costs and divide by all publications gross impressions x 1000

SEO results only pertain to what

organic search

what is SEO

process of improving web pages so they rank higher in natural unpaid search results

why do SEO

captures majority of search traffic

• 92% of search engine clicks are organic, paid search ads only 8%

Foundation for AI search

Low long term cost, high ROI

what are the 3 seo strategies

• on-site

• off-site

• offline

what are some on-site SEO strategies

• actions taken directly on your own website to help pages rank higher

• meta tags

• keeping active

• HTML

• White hat practice

what are some off-site SEO strategies

• tactics executed outside your website to build online reputation and an “omni-presence’

• social media profiles

• YouTube vids with links back to your site

• backlinks

what is SERP

search engine results page

what are some offline SEO strategies

• print/business qr codes on business cards etc

• event sponsorships

• guerilla marketing

Why should a company conduct SEO? Benefits?

• builds organic traffic from users actively searching for your stuff

• Long-term more cost effective

• improves trust cause no-one trusts sponsored results

On-site SEO examples

page titles, internal linking, meta tags, descriptions, writing a blog, etc

direct vs indirect SEO

Direct:

On-Page and technical ; involves on-page and technical elements that search engines explicitly evaluate and score as ranking factors

Indirect:

Off-Page and User Behavior Signals ; Indirect SEO refers to activities and user experiences that do not act as direct ranking algorithms on their own, but trigger the signals Google actually rewards

Does social media lead to SEO?

Not directly, but through backlinks and more people knowing your brand, the more likely they are to search with terms for your brand and click your brand

How are paid search ads ranked?

Ad rank = bid amount x quality score

what elements make up paid search ad quality score?

• CTR - click through rate

• ad relevance

• landing page

what key elements help increase paid search ad engagement?

• Unique value proposition (UVP)

• strong call to action

• ad extensions - sitelinks, callouts, structured snippets

Paid Search KPIs?

• impressions

• clicks

• ctr

• cpc cost per click

• conversions

• roas

• cpa

what are competitive expenditures?

analysis of:

• who’s spending what on what media?

• your client’s brand and competition spending

• annuals comparison, market comparison, monthly comparison

Competitive analysis

• INTERNAL SPENDING SHOULD NOT BE COMPARED TO OUTSIDE SOURCE INFO

  • Internal spending has a lot of nuances like discounts, negotiations, favors etc and external reporting might not factor that in

• comes from syndicated research sources

Media mix vs SOV what are you dividing?

• media mix: divide spending into brand’s total ad spending

• SOV: divide spending into total spending in each medium