Phase I

A user will start to research when...

-They are past the point of awareness about a brand and simply having an opinion -They are beginning to think about buying -They begin to talk to salespeople and read marketing materials

What are the 4 parts of branding?

1. Awareness 2. Campaign Association 3. Opinion 4. Buying Intent

What are 4 intentions users can have?

1. Purchase Related 2. Social 3. Search 4. Entertainment

What would appeal most to a user who is ready to buy?

Free shipping A direct response ad unit A coupon code

What NBCU Digital Ad Solutions would be seen most unique to media buyers?

Full Episode Player

Which of the following would not be an effective way of measuring engagement?"

Giving user an option to share the page on social media

Why should we understand the user's intention?

So we can place a marketing message in the right place to attract the right user.

The best way to be unique to an advertiser is

To constantly develop and improve To create a back story To add new users, content, and engagements

A big idea campaign should include:

being live across as many platforms lead recapture

Social media has helped expand the communication

brands to users and users to users

Why is it important for a seller to ask an advertiser if they have a social media strategy?

client may want ads to click through to facebook

grouping strategies

combine all types of keyword matching to produce many variations in order to have the Right ad against the right keyword and ultimately the right landing page to produce the highest conversion rate.

bidding stategies

combine various SEM strategies though balance to ultimately determine which position should I bid against in order to have the highest conversion rate at the lowest cost

A Tier 2 auto client is requesting a meeting to learn more about what NBC local digital offerings will be most effective. What should be the AE's first step be before creating an opportunity for the client?

determine client's key audience targets and objectives for the campaign

Why is it tricky to measure success through a viewability benchmark?

difficult to track

What form of media is it when you tweet an article from your NBCU station website?

earned

People in the middle of the funnel will most likely benefit from...

engaging in social media

proper architecture of website

ensures that every page is relevant for similar keywords and is easily assessable from any other page

What is the core intention of users coming to NBCOTS website?

entertainment

What is the most effective way of reducing CPC?

find organic way to drive traffic

How can shared media help a brand gain visibilty?

frequency increases visibility in search engines

Which of the following is the type of keywork that drives the overall search category and generally has the highest bid price?

head terms

What is necessary in order for earned media to blossom?

social media strategy & a content development stategy

What kind of intention does a user most likely have when accessing content through an app?

task based

if you were a product person at NBC, what is an example of conversion path optimization

testing the headline color on our hompage

What constitutes as paid media?

Banners Search media Rich media

How is geo-fencing different from geo-targeting?

allows marketers to engage the customer at just the right moment

metadata

lives within HTML of page one of things help determine a site's organic SERP listing made up of keywords

Advertiser must take the role of the user's device into consideration with emphasis on:

location right grouping strategy ad creative being served mobile optimized landing page

Which device is the NBC OTS digital user using the most to access our content?

mobile web

When is a user most likely to be on a mobile device?

mornings/evenings and weekends

Which of the following is NOT something they could be trying to accomplish?

multi-conversion

If a digital campaign has a strong CTR then what can you assume?

nothing without knowing client's benchmark

Review sites would help a user that has...

purchase related intention

What entails a full conversion?

purchasing through credit card

You have been asked to pitch a cross platform campaign. At the client meeting the agency asks about past campaigns that have included all NBC platforms (traditional, digital, and out of home) vs. campaigns that only leverage one platform. How do you ensure that your team is best positioned for their question?

roleplay / tell story

Where do publishers want to be visible?

search and social sites

Going to Google.com may be the first step of a user with...

search intention

CPA Metric

Amount of marketing $ we are willing to invest to create one desired action

What is the most efficient?

A high conversion rate against a low CPM

What is the best way to effectively sell an integrated play?

Be a consultant and make suggestions since a customer may not be sure of what they need

Which of the following is an example of owned media?

Company blog Company Facebook page

What do mobile marketing data scientists need to pay attention to in order to be successful ?

Content Time of Day Location Device

How can you give your team stories to convey your success, as an agency, to the buyer?

Create story sharing moment where they can learn from one another and gain confidence by having a story for each situation.

What kind of digital assets should we ask if they already have?

Creative and ad units Social media pages Blogs

Focusing on including a digital component with every sale

Earns you more money

What is the best solution to try and rectify the issue of having limited resources?

Effective time management In-house creation of assets Expand digital knowledge within the entire company

How can you make sure you are the one that people go to for an integrated package?

Immerse yourself in new knowledge daily and network with new people in your industry

How can publisher's increase their reach further?

Increase visibility on search engines Engage in social media to increase organic links Increase paid media

1st position

Is not always the best and other positions should be researched to see which advertiser in which position has the highest conversion rate

If an advertiser wants their mobile campaign to reach a specific audience demo, in a specific geography, what is the best suited NBCU digital ad solution for an AE to recommend?

Local Plus Mobile with demo and zip targeting

What should you start doing if you want your phone to ring?

Perfecting your pitch by practicing on everyone even beyond the typical buyer

What is the best way to help your team understand how to look at their territory?

Pick right targets Create list of who they should call

Which of these does not have an effect of wasting our inventory?

ROS

Which of the following can people utilize to discover content?

SERPs (Search Engine Results Pages) Social media pages Review sites

If Toyota explains to NBC that they are moving money out of SEM in Q2 to test mobile and display. What kind of information would be helpful to build out a proposal?

Their current CPC and quarterly spend

Once a user finds and views content, what are the possibilities for post-discovery?

Visit an advertiser's site Visit an advertiser's social media page Conduct a relevant keyword search

In order to get the lowest bid rate...

We must have the most relevant keywords against our site and have many quality links pointing to us

What benchmark is crucial to the success of a campaign?

Whatever the brand, planning and strategy teams and buyer determine.

Excessive targeting can have the effect of

Working against the media company/publisher Producing delivery issues Changing the value of the inventory

The advertiser has only placed a broadcast schedule, but the viewer/user is watching the Blacklist on their mobile device. Will the user see the advertiser's commercial on their mobile device?

Yes, but only through the pass through on the live stream.

Should we create or accept a mobile campaign if the client does not have a mobile friendly site?

Yes, revenue is revenue Yes, we can always link to their social media site

If you were to launch a new product...

You would need to do extensive research to make sure you used relevant keywords in order to be visible to as many users as possible

quality, organic links pointing to our site...

add to credibility lift position on SERP index give the original site strong content

multivariate tests

inspect all of the design elements on a landing page to help determine what will help it have the highest engagement rate

keyword stuffing

is a practice that will ruin our SEO efforts

exact matching strategy

is more expensive and limited than both a phrase and broad matching strategy

How can we most efficiently increase conversion rates?

land page / conversion path

What would hurt NBC's SEO?

too many ads hard coding ads limiting links on page

What is optimizing, literally?

uncovering what doesn't work and then improving the campaign

twitter is the best social media platform for

viral immediacy with a short message