AMB319 Study Guide - Midterm Guide: Digital Marketing, Click-Through Rate, Interactive Media

• School: QUT
• Department: Advertising, Marketing & Public Relations
• Course: AMB319
• Professor: Gabby Stewart

Document Summary

Impressions: the number of times an ad was displayed: clicks: number of times a consumer clicked on an ad, ctr (click-through rate): % of ad impressions that were clicked. Cvr = no. conversions ad received no. click x 100: roi: the ratio of revenue generated by conversions when applied back to media expenditure. Trading models and metrics: cpm (cost per thousand impressions) most common for display media, pay only for impressions actually delivered. Cpm = cost impressions x 1000: cpv/cpcv (cost per view, cost per completed view) Cpv = cost views: cpe (cost per engagement): suit a campaign that aims to get people to engage with ad/brand message. Common metric for rich media and interactive video formats, interaction % basis: cpa/cpl (cost per acquisition/action/lead): only charges advertisers on action being conducted. Cpa = cost (total) acquisitions or leads: cpc (cost per click): used less frequently for videos, good for when goal is to generate direct online sale or site visit.