Paid Media Session 5 Quiz

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Questions and Answers

What is one of the key considerations when selecting media goals for your challenges?

Revenue

Full funnel audience strategy (correct)

Parental status

Age range

Why is deployment of an efficient audience strategy important in media planning?

To focus on parental status

To increase revenue

To target only a specific age range

To cover full funnel signals (correct)

Which of the following is an example of an 'In-market and affinity audience'?

Fashion fans

Visitors of 'men shoes' category on Puma website

Compulsive buyers (correct)

Puma video viewers (30 seconds)

What type of audiences are categorized as 'first party audiences'?

Visitors of 'men shoes' category on Puma website Signup and view all the answers

Which strategy aims to maximize reach in the context of Omnichannel Media Strategy and Planning?

Deployment of an efficient audience strategy Signup and view all the answers

What is one of the objectives of the Mini Cooper electric launch?

Generate product tests Signup and view all the answers

Which metric is NOT mentioned in the context?

Cost per click Signup and view all the answers

What type of ads are highlighted as great examples for awareness?

Contextual ads Signup and view all the answers

Which of the following is NOT a media objective mentioned?

Loyalty Signup and view all the answers

What does the term 'Points of awareness' refer to?

Brand visibility Signup and view all the answers

In the context, what does 'INTERACTIONS AWARENESS DISCOVER' primarily focus on?

User interactions with ads Signup and view all the answers

What is the main focus of the text provided?

Analyzing the different consumer insights obtained from audiences. Signup and view all the answers

Which metric is NOT mentioned in the text related to online conversions?

Return on Investment (ROI) Signup and view all the answers

What is the purpose of the REAL CASE: CODERE.ME (ONLINE BET IN SPAIN) section?

Providing a practical example of influencer marketing in Spain. Signup and view all the answers

Which term does NOT relate to media planning according to the text?

Assisted conversions Signup and view all the answers

What is the main objective of the AUDIENCIAS section in the provided text?

Measuring the capillarity of different market audiences. Signup and view all the answers

From the information provided, what can be said about digital channels in the customer journey?

Each channel can cover various stages of the customer journey. Signup and view all the answers

What is the main focus when using the framework mentioned in the text?

Pain and KPIs Signup and view all the answers

What was the result of implementing the alternate dayparting strategy for 2 weeks?

<ul> <li>5 pts Quality Score improvement</li> </ul> Signup and view all the answers

Which strategy was recommended to decrease investments during non-strategical periods?

CPA increase, volume decrease Signup and view all the answers

How do Adstories amplify engagement according to the text?

By combining IG & Display capabilities Signup and view all the answers

What is one objective of using SEO optimization according to the text?

Improving the Quality Score of PPC campaigns Signup and view all the answers

What was the main focus of the test protocol mentioned in the text?

Testing alternate dayparting for 2 weeks Signup and view all the answers

What was the potential effect of the campaign on sales?

Increase in sales lift Signup and view all the answers

Which channel was recommended with a proposed investment of 0.5M and no specific ROAS?

Display TV Signup and view all the answers

What was the percentage of investment suggested for the 'Paid Search' channel?

32% Signup and view all the answers

Which technique was NOT mentioned as part of the Email Marketing key performance indicators (KPIs)?

Product discounts Signup and view all the answers

What is the focus of Affiliate Marketing strategies?

Direct sales techniques Signup and view all the answers

What was the performance channel with a recommended investment of 0.60M and an ROAS of 4?

Paid Social Signup and view all the answers

Which is NOT a technique mentioned for Comparison and Coupons Sites' key performance indicators (KPIs)?

% Visibility / Traffic / Conversion Signup and view all the answers

In which stage of the customer journey is there a focus on increasing Tik Tok penetration on 'Parents Affinity Sterilized Cat'?

'Identification Category Insights' Signup and view all the answers

'Gmail + msn mails + others' fall under which performance channel with an ROAS of 2.6?

'Email Marketing' Signup and view all the answers

'Feed content / optimisation' is a strategy related to which aspect in media planning?

'Paid Search & SEO optimization' Signup and view all the answers

Study Notes

Campaign Strategy and Planning

Carrefour Links' campaign had a 70% match rate in each audience, with a potential effect on sales due to the reach of each audience
The campaign resulted in an increase in new last, competitor, and category buyers, with an overall ROAS of 8.4
Success was measured by 100% reach vs. forecast KPIs, brand, and other campaigns

Audience Identification and Planning

Audience planning was based on Club Carrefour and over 170 SKUs
The campaign used programmatic and social media, with notorious formats such as video, to target audiences
Site selection was done with a -25 test, and campaign measurement focused on reach, interactions, viewability, and traffic

Media and Analytics

Media objectives were measured by reach, unique users, and audience segmentation
KPIs included traffic, conversion, loyalty, and engagement metrics
The campaign used a full funnel audience strategy to maximize reach, with display and video programmatic

Channel Strategy

Paid search and SEO were used to drive traffic and conversions
Email marketing was used to target specific audiences, with a call to action and promos
Affiliate marketing was used to drive conversions, with a focus on leads and direct sales
Display and programmatic were used to target specific audiences, with a focus on reach and visibility

Case Study: SEO Optimization

The case study focused on improving the quality score of PPC campaigns through SEO optimization
The objective was to decrease PPC investments by calculating the incremental value of PPC vs. SEO
The results showed a +5 point improvement in quality score, and a decrease in PPC investments by 32%

Adstory and Branding

Adstory was used to amplify the brand by joining IG and display capabilities
The campaign used brand or product images as a call to action, with a focus on visual experience
Branding was measured by reach, KPIs, and loyalty metrics

Influencers and Contextual Ads

Influencers were used to drive consideration and opinion, with a focus on niche-specific authority and link building
Contextual ads were used to target specific audiences, with a focus on reach and visibility

Digital Radio and Incrementality

Digital radio was used to support sales, with a focus on showrooming and drop shipping
Incrementality was measured by the impact of media on sales, with a focus on ROPO and digital sales with a call center

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Description

Test your knowledge on consideration competition, identification category insights, campaign strategy, audience planning, onsite and offsite execution. Learn about audience planning with a +70% match rate, linking IDs/cookies based on specific SKUs, programmatic and social media formats, video marketing, audience segmentation, and campaign measurement metrics.