Digital Media Sales Certification Practice Exam

Question 1

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?

Answer 1

GRP

Question 2

UGC stands for User Generated

Answer 2

Content

Question 3

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?

Answer 3

Frequency cap all banners

Question 4

The simplified version of a website that is designed to display on smartphones is called a mobile-______ site.

Answer 4

Optimized

Question 5

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?

Answer 5

Brand lift

Question 6

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?

Answer 6

50; $200

Question 7

According the IAB terms and conditions, if a publisher is serving the campaign, reports should be provided to the advertiser at least every:

Answer 7

Week

Question 8

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?

Answer 8

Click-to-call

Question 9

What is the first step in confirming the ability to run a site-retargeting campaign for a client?

Answer 9

Confirm that the brand will allow a pixel on their site

Question 10

Which of the following is an example of an instream non-llinear ad unit?

Answer 10

Overlay

Question 11

A frequency cap is a restriction on the number of:

Answer 11

times an ad is shown to a unique user

Question 12

A handheld, portable device would best be defined as a(n) _________ digital advertising platform.

Answer 12

Mobil

Question 13

According to the MRC, a viewable standard ad display impression MUST be seen for 1 second and have ______ of the pixels in view.

Answer 13

50%

Question 14

Which of the following is a way to increase campaign delivery?

Answer 14

Decrease frequency caps

Question 15

What do search engines use to eliminate waste and determine the best result to search queries?

Answer 15

Algorithm

Question 16

When confirming a client’s CPA goal, it is important to understand how/if you receive credit for both post-click and post-_________ conversions.

Answer 16

View

Question 17

Desktop, mobile, and connected TVs are all examples of:

Answer 17

Media platforms

Question 18

What type of backup file is recommended to accompany rich media creative?

Answer 18

Static

Question 19

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?

Answer 19

$26.67

Question 20

One major benefit of digital media over traditional media is that you can:

Answer 20

Measure reach

Question 21

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?

Answer 21

150

Question 22

Which of the following offers a collection of editorial content from multiple sources?

Answer 22

Aggregator

Question 23

If Brand X is trying to reach “Recipe Seekers” at scale, which targeting method would be most applicable?

Answer 23

Behavioral

Question 24

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

Answer 24

$3.84

Question 25

Which of the following content environments is most likely to provide earned media?

Answer 25

Social

Question 26

What type of company allows advertisers and/or their agencies to manage their media buying via multiple exchanges in one interface?

Answer 26

Supply-side platform

Question 27

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:

Answer 27

Offering added value impressions

Question 28

Which of the following is the most common type of behavioral targeting?

Answer 28

Re-targeting

Question 29

A site has an index of 325 for reaching M25-64. This means the site is _________ more likely to reach M25-64.

Answer 29

225

Question 30

What is the standard IAB out clause?

Answer 30

14 days

Question 31

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?

Answer 31

Third-party audience verification

Question 32

Which of the following is not an acceptable format for tracking pixels/codes?

Answer 32

JPG

Question 33

What pricing model should be proposed to hit the objectives of a client with a pay-per-performance goal?

Answer 33

Cost-per-click

Question 34

If optimization occurred during a branding campaign, awareness should ______________ throughout the flight.

Answer 34

Increase

Question 35

A data management platform is a:

Answer 35

Service that allows for the collection of audience intelligence

Question 36

What does paywall refer to?

Answer 36

Subscription

Question 37

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?

Answer 37

Discuss the results and see if more budget is available.

Question 38

If a media plan includes desktop, mobile, and TV, it is most commonly referred to as a (n) _____ platform campaign.

Answer 38

Cross

Question 39

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?

Answer 39

Behavioral targeting

Question 40

If a client spends heavily on TV and wants to start reaching consumers online, what ad format would be the most natural transition?

Answer 40

Video

Question 41

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?

Answer 41

Compare with third-party delivery report

Question 42

What does it mean if a client has a view-through window of one week?

Answer 42

They only count conversions within one week after the user sees the ad

Question 43

``` 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 ```

Answer 43

Demographic Targeting 1x1

Question 44

If a creative has the "ad choices" logo in the corner, what is it referring to?

Answer 44

Behavioral targeting

Question 45

According to 4A's and IAB's terms and conditions, what is the acceptable discrepancy rate on a digital media IO?

Answer 45

10 percent

Question 46

The best information to include in a closing slide of a wrap-up report:

Answer 46

Opportunities to continue or grow the partnership

Question 47

If a client's primary campaign goal was to increase online purchases, what type of campaign measurement would be most appropriate?

Answer 47

Conversions

Question 48

At an ad agency, what team is most commonly responsible for examining their clients' market goals and translating them into media goals?

Answer 48

Strategy team

Question 49

If a campaign has delivered 2,000,000 impressions at a CPM of $3.00, and has 100 conversions, what is the CPA?

Answer 49

$60

Question 50

In the picture below, what is Exhibit A, the ad adjacent to the pre-roll ad, called?

Answer 50

Companion