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