Digital Media Sales Certification Practice Exam Flashcards
What acronym, typically used to measure the size of a television audience, is calculated as a percent of the target market reached multiplied by the exposure frequency?
GRP
UGC stands for User Generated
Content
An advertiser wants to ensure they reach as many unique people as possible on your site, but has a limited budget. What is the best targeting tool to reach the most users on your site?
Frequency cap all banners
The simplified version of a website that is designed to display on smartphones is called a mobile-______ site.
Optimized
Your client wants to measure the effectiveness of their online ad campaign as it relates to a positive impact of their product or service. What is the best study to analyze this?
Brand lift
How many click-through conversions would an advertiser receive based on a $10,000 budget and a $5.00 CPM, assuming a 0.25 percent CTR and 1 percent conversion rate? And what would the CPA be?
50; $200
According the IAB terms and conditions, if a publisher is serving the campaign, reports should be provided to the advertiser at least every:
Week
A mobile advertiser is gauging the effectiveness of a mobile campaign by the number of leads received in a given month. What is the best way to track the response rate?
Click-to-call
What is the first step in confirming the ability to run a site-retargeting campaign for a client?
Confirm that the brand will allow a pixel on their site
Which of the following is an example of an instream non-llinear ad unit?
Overlay
A frequency cap is a restriction on the number of:
times an ad is shown to a unique user
A handheld, portable device would best be defined as a(n) _________ digital advertising platform.
Mobil
According to the MRC, a viewable standard ad display impression MUST be seen for 1 second and have ______ of the pixels in view.
50%
Which of the following is a way to increase campaign delivery?
Decrease frequency caps
What do search engines use to eliminate waste and determine the best result to search queries?
Algorithm
When confirming a client’s CPA goal, it is important to understand how/if you receive credit for both post-click and post-_________ conversions.
View
Desktop, mobile, and connected TVs are all examples of:
Media platforms
What type of backup file is recommended to accompany rich media creative?
Static
A client with a budget of $50K wants purchase 3MM impressions. They want the impressions broken down with 50 percent in standard ads at $12/CPM, 25 percent in video at $16/CPM, and 25 percent in a takeover. What would the CPM be for the takeover units in order to meet budget?
$26.67
One major benefit of digital media over traditional media is that you can:
Measure reach
If the Internet universe consists of 50 percent males and Site X consists of 75 percent males, what is Site X’s male composition index?
150
Which of the following offers a collection of editorial content from multiple sources?
Aggregator
If Brand X is trying to reach “Recipe Seekers” at scale, which targeting method would be most applicable?
Behavioral
You’ve completed the following proposal for a potential client. What is the eCPM for this entire proposal?
Proposal:
Placement _______CPM _____Impressions ____Spend
ROS ______ $2.75 ____ 2,500,000 ____ $6,875.00
Behavioral Targeting __$5.25 _ 1,500,000 __ $7,875.00
Geographic Targeting __$3.45 __ 2,250,000 _$7,762.50
Contextual Targeting __$4.45 __2,400,00 __$10,680.00
TOTAL __________?_______8,650,000____$33,192.50
$3.84
Which of the following content environments is most likely to provide earned media?
Social
What type of company allows advertisers and/or their agencies to manage their media buying via multiple exchanges in one interface?
Supply-side platform
Your client has stated intent to purchase on one of your proposals. While they want to see a decrease in eCPM before committing, you are not willing to lower your rates. The best option for you to decrease the eCPM and maintain the current plan would be:
Offering added value impressions
Which of the following is the most common type of behavioral targeting?
Re-targeting
A site has an index of 325 for reaching M25-64. This means the site is _________ more likely to reach M25-64.
225
What is the standard IAB out clause?
14 days
If an advertiser’s campaign goal is to deliver at least 60 percent of their impressions to M35-64, they will likely use what to gauge the performance?
Third-party audience verification
Which of the following is not an acceptable format for tracking pixels/codes?
JPG
What pricing model should be proposed to hit the objectives of a client with a pay-per-performance goal?
Cost-per-click
If optimization occurred during a branding campaign, awareness should ______________ throughout the flight.
Increase
A data management platform is a:
Service that allows for the collection of audience intelligence
What does paywall refer to?
Subscription
Your client’s goal is to sell pizzas at a cost per order of $2.00. At the end of the campaign, you’ve received a total of 2,869 conversions at a total spend of $5,000. What action makes the most sense?
Discuss the results and see if more budget is available.
If a media plan includes desktop, mobile, and TV, it is most commonly referred to as a (n) _____ platform campaign.
Cross
Your client wants to target consumers who have already expressed interest in buying new furniture. Which of the following targeting options could provide the greatest ROI for them?
Behavioral targeting
If a client spends heavily on TV and wants to start reaching consumers online, what ad format would be the most natural transition?
Video
A client is running a campaign through a third-party ad server. According to internal reporting, it is scheduled to deliver in full. What needs to be done to bill for the total IO amount?
Compare with third-party delivery report
What does it mean if a client has a view-through window of one week?
They only count conversions within one week after the user sees the ad
A client's campaign is generating the following CTRs (the client's main metric of success). Into which placement should the budget be optimized? \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_Placement \_\_\_\_\_\_ CTR (%) Geographic Targeting \_\_\_\_ 1x1 \_\_\_\_\_0.065 Geographic Targeting \_\_\_\_ 8x1 \_\_\_\_\_0.054 Demographic Targeting \_\_\_\_1x1 \_\_\_\_0.089 Demographic Targeting \_\_\_ 8x1 \_\_\_\_ 0.062
Demographic Targeting 1x1
If a creative has the “ad choices” logo in the corner, what is it referring to?
Behavioral targeting
According to 4A’s and IAB’s terms and conditions, what is the acceptable discrepancy rate on a digital media IO?
10 percent
The best information to include in a closing slide of a wrap-up report:
Opportunities to continue or grow the partnership
If a client’s primary campaign goal was to increase online purchases, what type of campaign measurement would be most appropriate?
Conversions
At an ad agency, what team is most commonly responsible for examining their clients’ market goals and translating them into media goals?
Strategy team
If a campaign has delivered 2,000,000 impressions at a CPM of $3.00, and has 100 conversions, what is the CPA?
$60
In the picture below, what is Exhibit A, the ad adjacent to the pre-roll ad, called?
Companion
