Display 2

Question 1

What metrics would you use if your objective is awareness?

Answer 1

Primary metric - reach and frequency, percentage of ads served in view

Secondary metric - CTR, cost per unique, cost per thousand

Question 2

What metrics would you use if your objective is understanding?

Answer 2

Primary metric - time exposed, volume of interactions

Secondary metric - e.g. 10 secs engagement, number of unique video plays

Question 3

What metrics would you use if your objective is consideration?

Answer 3

Primary metric - time exposed, search engine interest post exposure (engagement mapping)

Secondary metric - research

Question 4

What metrics would you use if your objective is purchase?

Answer 4

Primary metric - CPA, ROAS, CPL

Secondary - volume of targeted conversions

Question 5

What are 3 audience measurement tools?

Answer 5

• Audience insights - cross platform audience insight surveys
• Ratings & Traffic - panel data measuring key traffic and demographic metrics, site analytics to understand and define audiences
• Competitive - tool for monitoring digital advertising across all devices

Question 6

What is contextual targeting?

Answer 6

Placing the ad on sites or in relevant sections for the advertiser

Question 7

What is audience targeting?

Answer 7

Targeting a specific audience based on demographics, interests, life stage or, most likely, a combo of these. This can be measured through Nielsen’s digital campaign ratings system.

Question 8

What is behavioural targeting?

Answer 8

Targeting individuals using their web-browsing histories. Cookies are used to track interests, environments and behaviour from past online activities.

Question 9

What is retargeting?

Answer 9

Exposing ads to an audience that has already been exposed to a message, offer or advertiser’s website. It’s an opportunity to target users who have visted but not converted on what they have previously browsed.

Question 10

What is location targeting?

Answer 10

Tailored and relevant messages based on a user’s location. Additional benefit is reduction of impression wastage and media costs.

Question 11

What is date and time targeting?

Answer 11

Restricts advertising to run at the time of day when it’s most likely to reach and engage the target audience

Question 12

What is look-a-like targeting?

Answer 12

Find people who are similar to your customers or prospects by building a look-a-like audience.

Question 13

What is key word targeting?

Answer 13

The ability to serve ads alongside relevant content based on user search terms

Question 14

What are the 5 types of digital formats?

Answer 14

• Standard display
• EDM
• Digital video
• High impact formats
• OTP

Question 15

What dimensions are a leaderboard standard banner?

Answer 15

728 x 90

Question 16

What dimensions are an MREC standard banner? (aka standard interstitial)

Answer 16

300 x 250

Question 17

What dimensions are skyscraper standard banners?

Answer 17

120 x 600

160 x 600

Question 18

What dimensions are a static banner?

Answer 18

320 x 50

Question 19

What is a roadblock?

Answer 19

The kind of ad that takes over a page

Question 20

What is the difference between a newsletter and solus? (EDM)

Answer 20

A solus is one ad (just your brand) whereas newsletters have multiple brands or offers

Question 21

What trading models are bought programmatically?

Answer 21

CPM and CPC. The rest (CPA, CPE and sponsorship) are bought directly.

Question 22

What is programmatic?

Answer 22

The automated buying and selling of inventory using technology and data.

People + technology + data

The connection between buyer and seller is becoming increasingly automated. This is done through trading platforms, using ad exchanges as open marketplaces for publishers to show their inventory, or as negotiated deals transacted by machines.

Question 23

True or false: Programmatic is just Real Time Bidding>

Answer 23

False: can also be bought on an auction basis, direct deals and private exchanges

Question 24

What is programmatic used for?

Answer 24

Buying and selling Digital. However, this is changing and soon we’ll see other more traditional inventory traded this way.

Question 25

What are the two ways to trade display?

Answer 25

• Direct (IOs) - direct, traditional media buying

* Programmatic - automated

Question 26

What are the benefits of programmatic over direct?

Answer 26

Brand safety - programmatic buys are managed in house via white/blacklist, down to the URL level. For direct, you have to trust the vendor.

Performance - Agency or client manages and controls optimisation & strategies. Whereas in direct, the vendor controls this.

Data - Vendor owned, client and 3rd party profiles bought across all elements of buys. Unlike direct, where it’s vendor owned & widely available 3rd party sets

Campaign impressions - Agency buys. Whereas in direct, the vendor allocates.

Users reached - target individual cookies, unlike direct where the vendor managed reach and frequency.

Question 27

What are the 3 programmatic models?

Answer 27

• Agency trading desks - these are business units set up within your agency. They have specialist teams who are experts on the data and tech required to trade effectively
• Independent trading desks - these are third party-run trading desks.
• Client trading desks - some clients, depending on their size and sophistication, will set up their own Trading Desks

Question 28

What are Ad Ops?

Answer 28

The team, process and system for fulfilling an ad campaign.

Once a campaign is booked, Ad Operations take over to:

• Ensure the ad creative is developed to the right specs
• The ad is sent where it needs to go
• The ad is targeted to the right consumers
• The campaign is optimised to deliver the best results
• The campaign delivery is analysed and reported

Question 29

What is the Ad Serving and Trafficking process?

Answer 29

1. Media Agency uploads the plan to a 3rd party ad server and creates separate VAST/VPAID ‘ad tags’ for each publisher. The creative agency or the media agency, depending on the type of creative, uploads the ads into the ad server to the required creative specs.
2. Publisher tests the ads and places ad tags into their supply -side server with the agreed specific placement, delivery volume, buy type and targeting criteria.
3. Consumer views the publisher’s page where the tag is loaded and the supply-side server request the ad from the 3rd party server
4. Ad Server determines the correct ad to run, delivers the ad to the webpage, drops a cookie (a string of data that is entered in the web browser of your computer tracking your website behaviour) and passes the data back (impressions, clicks etc)
5. Agency & publisher can access adserver reports/data for uniform view. Enables campaign updates such as creative changes & tweaks to media plan.

Question 30

What are the three industry tools to monitor performance of a digital campaign?

Answer 30

• Ad Server - enables media buyers to manage campaigns across multiple publishers. This is done by providing a unique ‘ad tag’ script, which the publisher inserts into its ad server associated with the corresponding website.
• Nielsen Ad Ratings - provides a third-party campaign ratings similar to TV
• Nielsen Brand Effects - or Google Consumer Survey are survey-based that analyse campaign performance against a brand’s metric. Can measure brand awareness uplift, purchase intent, brand favorability