Phase II: Quiz 4 (100 Questions)
Which of the following is a benefit of owned media?
Control
"Cookies don't work on mobile."
Cookies do work on mobile browsers, but struggle within the apps that smartphone users interact with.
What's the closest definition of DMA?
Geographic area defined by Nielsen as a group of counties that make up a particular television market.
Which of the following is considered an asset?
Logos Images Text
When planning online and TV ad campaigns, which of the following is the MOST accurate statement?
Planning and running online video FIRST can boost how well both the online video and TV portions of an ad campaign work.
A client wants to serve different creatives to consumers based on their exposure to the digital advertising campaign. Which of the following solutions should be recommended?
Sequential messaging
Which of the following elements should be taken into consideration when selecting an ad platform?
Size Location UX
What is one of the main ways that marketers are currently using UGC in campaigns?
Sponsored social
Which of the following are elements of a marketing campaign that should be aligned?
Strategy, Spending, Channel Management, and Message
Expansion is not allowed for...
a smartphone rich interstitial ad.
Accuen is an example of...
a trading desk.
What is your CPC if you have a $20 CPM and a 2% CTR?
$1
You are running a campaign that has a $15 CPM. The campaign received a total of 100,000 impressions. What was the total cost of the campaign?
$1,500
An advertiser ran 20MM impressions at $1.50 CPC and a forecasted CTR of 5%. Due to an incident, no clicks were recorded. How much revenue was impacted?
$1,500,000
When an advertisement containing tracking technology is served on a publisher's website, it enables an ad verification system to identify certain information related to the transaction, for example:
(1) the page URL where the ad was served and (2) the IP address of the browser to which it was served.
If your typical CTR is .001, how many site visits will you have per 1,000 impressions?
1
The Media Rating Council has established that viewable impressions can now be used as a digital advertising currency metric. To promote consistency in measurement, the order in which the viewability thresholds should be applied when determining whether an impression is viewable is:
1) Space: determine that the 50% pixel threshold is met; then 2) Time: determine that the continuous second threshold is met.
According to the standard Ts&Cs, at least how many business days notice should a publisher provide the agency if they are implementing any site changes that would affect the size/placement of ads specified in the IO?
10
If your typical CR is 10%, then out of every 100 site visitors, how many people buy?
10
If the CPM is $10, the CTR is 0.1, and the CR is 1%, what is the CPA?
1000
If the total cost of your campaign is $10,000 and the CPM is $50, how many impressions were served?
200,000
What is the maximum video and animation frame rate for an in-banner video?
24 fps
A placement is reporting 2MM impressions on the publisher side, but 1.2MM on the vendor side. What is the percentage discrepancy?
40%
If your campaign cost is $1,000 and the rate is a $20 CPM, how many impressions are served?
50,000
The IAB has broken down native ads into ___ types.
6
What is the difference between a first-party and a third-party cookie?
A first-party cookie is one whose domain is the same as the domain of the visited website, while a third-party cookie is one whose domain is different to that of the visited website.
What best defines "targeted network"?
A focus on specific targeting technologies such as behavioral or contextual. These networks specialize in using consumer clickstream data to enhance the value of the inventory they purchase.
What is a benefit of marketers having their own ad servers?
Ability to update their creative and pull reporting in a single location.
What is the successful display of an advertiser's website after the user clicked on an ad called?
Ad transfer
How would you define an interstitial ad?
Ads that appear between content pages ,Transition ads ,Splash ads
An agreement between two sites in which one site agrees to feature content or an ad designed to drive traffic to another site.
Affiliate marketing
AQH and ATSL are metrics for which advertising platform?
Audio
Which of the following programmatic transactions uses reserved inventory?
Automated guaranteed
A client wants to reach auto intenders who like to travel. Using third-party data, what type of targeting would be MOST effective?
Behavioral
What is a helpful means to proactively evaluate expected behaviors and functionality of a product or technology?
Beta testing
Which of the following is not in the UAP?
Billboard
What kind of study would be best to analyze the effectiveness of a client's online campaign as it relates to a positive impact of their product or service?
Brand lift
This delivers ads based on a user's geography, bandwidth, browser, OS, and domain.
Built-in targeting
A client wants to run a site retargeting campaign. What should your first step be?
Confirm the client will allow a pixel on their site.
What is the ratio of ad clicks to ad impressions?
CR
What is dayparting?
Consists of displaying ads in precise time slots.
What is the primary initiative of the 3MS and MRC?
Creating a trusted vendor list , Differentiating how digital advertising platforms are used , Defining viewable impressions
Which of the following is a limitation of digital audio advertising?
Creative
Which of the following is a central issue generated by tag use?
Data leakage
What BEST describes the difference between direct and indirect sales?
Direct sales refer to a B2C strategy whereas indirect sales refer to a B2B strategy. /Direct sales can be sold through any direct interaction with a customer while indirect sales are sold through affiliates. / Direct sales have a high level of influence directly on the customer while indirect ad sales enable the company to expand its geographic reach without having to hire an extensive team.
When selling a mobile ad campaign, which of the following considerations are MOST important?
Driving response and brand relationships. ,Delivering more personally and location-relevant messages. ,Timing efforts to gain early experience in a dynamic and growing market.
What value does the planning and buying team add?
Ensures best pricing and value for advertiser
What best describes OOH?
Focused on marketing to consumers when they are "on-the-go" in public places.
What is generally accepted as the best optimization tool to add to a banner flight to maximize unique reach?
Frequency capping
When an advertiser has a strict budget, but still wants as many unique views as possible, which of the following targeting tools should you recommend?
Frequency capping
What acronym, typically used to measure the size of a TV audience, is calculated as a percent of the target market reached multiplied by the exposure frequency?
GRP
Why should a brand spend on iTV advertising?
It provides a less cluttered ad environment. It serves as a platform for longer form engagement. It provides robust metrics.
Which type of site analysis is most likely to over-count unique views to a site? For example, the analysis might count the office user, mobile user, and home user as three separate users, even though they are actually one user.
Internal tag based (i.e., Omniture)
A DMP is under which category in the advertising supply chain?
Media enhancements
Which of the following is NOT an effective ad format for a consumer in the consideration stage of the decision journey?
Native
What is the frequency for a large pop-up ad unit?
No more than one pop-up ad for each visit to an online site.
If the CMP is $10, and the CTR is 0.05, what is the CPC going to be?
None of the above
What is an example of pre-roll?
Online video commercial that appears prior to an online video
Which of the following is NOT a format for native advertising?
Paid on SERP
Which three categories require additional regulatory review when advertising?
Pharma, children, alcohol
An agency reports that they are seeing click bot activity on a CPM campaign. What should be the publisher's first step?
Pull a detailed click report.
How is RTB different from programmatic?
RTB is a type of programmatic.
What best describes the acronym ATF?
Refers to the part of a webpage a user can see without having to scroll down.
What type of disclosures does a seller need to make to a buyer regarding their ad inventory?
Relationship to the inventory (Ex.: direct/indirect) Transparency (Ex.: full/partial/blind) Content category (Ex.: automotive/news/sports)
Which of the following is NOT a basic performance metric of a digital advertising campaign?
TRPs
How is the term "frequency" used in digital advertising?
The number of times an ad is delivered to the same browser in a single session.
A client has a view through window of three days. What does that mean?
They only count conversions within three days after the user saw the ad.
Data that did not originate from either the publisher or advertiser. Typically this is used to enhance ad targeting.
Third party data
What is the role of a full-service marketing agency?
To develop marketing strategies. To create the actual advertisement. To help meet the campaign goals.
This type of system enables marketers to identify and spotlight the best offerings for brand-building and other marketing objectives.
Transparent classification system
What is one of the main benefits of iTV advertising?
Uncluttered ad environment
There is a candy company looking to market a chocolate bar. They want to convey a feeling of sweetness and energy throughout the marketing campaign. What option(s) would you suggest to successfully market their new product?
Use a media mix model that would recommend a combination of the most appropriate vehicles to communicate the brand's message.
Which user affects the bounce rate?
Users who enter the site and leave rather than continue viewing other pages within the same site.
Skins are most commonly used to support which kind of advertising?
Video
Which of the following is NOT a common alternative to limitations posed by mobile cookies?
WebKit
What does the term "drill down" refer to?
When an online user accesses more and more pages of a website.
Which of the following BEST describes how traditional media platforms differ from UGC and social networking?
With traditional media platforms, it's easier to guarantee the advertiser's message wasn't being delivered in a hostile or inappropriate environment.
Which of the following is an OPA ad unit?
XXL Box
An ad impression that occurs and is counted while a user executes the application offline and is later reported when the user reconnects online is called...
a deferred ad impression.
A landing page for a mobile ad campaign should be...
accessible. seamless. simplified.
A network of robots consisting of PCs that have been infected with malicious software that turns them into slave computers managed by a controller.
botnet
Companies like Nielsen, Competitrack, and BIA Kelsey would be able to help analyze...
competitive advertising spend.
You receive an RFP with the following objectives listed: awareness, CTR, and demographic targeting. When you first get a chance to speak with the client, the best course of action would be to...
confirm the priorities of the objectives.
A(n) _____ is a tag that is implemented on an advertiser's landing page to capture user activity.
conversion tag
You're presenting the results of a campaign to your advertiser and their delivery report shows a strong CTR and ad engagement during the hours of 7:00-10:00 AM. The best product to recommend is...
day-parting.
When an advertiser creates their own community on a content-sharing site such as YouTube, it is called a...
dedicated channel.
A performance marketing campaign...
drives consumer action.
Which of the following would be described as a form of viral marketing?
earned
Ads that exist across the various gaming platforms can be...
either in-game or around-game. around-game, environment ads, or immersive ads. advergames.
UGC has the benefit of...
heightening consumer trust. ; increasing SEO strength. ; creating a cost-efficient content pipeline.
Behavioral targeting can be classified under which of the following categories?
interest based
A laundered ad impression...
is where the original traffic source or other delivery characteristics are obfuscated, altered, or misrepresented by the seller.
With VAST 3.0, video players have the ability to declare which ad formats they support. These formats include...
linear ads, nonlinear ads, skippable linear ads, linear ads with companions, and ad pods.
The main benefit that mobile and audio advertising have in common is...
location awareness.
Who is responsible in an ad agency to select media for ad placements?
media buyer
A rich media in-banner video ad's hotspot...
must not initiate audio.
Viewable display ad impressions are counted when...
pixel and time requirements are met.
According to the IAB, which of the following is not considered "digital audio"?
podcasts
The IAB identifies these four types of transactions: (1) Automated Guaranteed, (2) Unreserved Fixed Rate, (3) Invitation-Only Auctions, and (4) Open Auctions, when referring to...
programmatic.
Wikis are...
the most democratic manifestation of UGC.