Media Planning Basics

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What is the main focus of contextual targeting?

Users' demographics

Users' browsing history

Themes, keywords, and context of the webpage or app (correct)

Users' interests

Which term is used in defining groups of people based on their specific interests as they browse pages across the web?

Demographics

Interests

Purchase Intent

Affinity (correct)

What is the goal of creating Similar Audiences in advertising?

Excluding existing customers from ad campaigns

Targeting existing customers only

Targeting new users with no similarities to current customers

Reaching users who share interest profiles of existing customers (correct)

In contextual targeting, what ensures greater relevance to the user's current interest?

Displaying ads based on themes, keywords, and context of the webpage or app Signup and view all the answers

What type of audiences are created in In-Market Audience targeting?

Based on users' purchase intent Signup and view all the answers

Which type of audience reaches people with similar characteristics to existing customers?

Custom Affinity Audience Signup and view all the answers

What is the main goal of a media buyer?

Executing media plans efficiently Signup and view all the answers

In media planning, what does 'reach' refer to?

The estimated number of potential consumers who could see the campaign Signup and view all the answers

What is the primary difference between continuity and flighting in media scheduling?

Continuity involves regular ads, while flighting has irregular advertisement periods Signup and view all the answers

Which factor influences the choice between continuity, flighting, and pulsing in media scheduling?

The product's seasonal nature and market demand fluctuations Signup and view all the answers

What is the key consideration when defining the media mix in a campaign?

Balancing creativity with budget constraints Signup and view all the answers

Why is the discovery process important in media planning?

To conduct market research and define the target audience Signup and view all the answers

Which of the following is the main goal of using an attribution model?

Identifying the most effective investment and optimizing budgets Signup and view all the answers

What does the 'Channel Synergy' aspect of attribution analysis allow marketers to do?

Optimize the channels and determine their importance Signup and view all the answers

What is the primary purpose of the 'Development and creativity' aspect of attribution analysis?

Evaluating the most attractive elements of campaigns Signup and view all the answers

In the 'Last touchpoint' attribution model, what is the touchpoint that receives full attribution credit?

The last touchpoint before the consumer converted Signup and view all the answers

Which statement about the 'First touchpoint' attribution model is correct?

It assigns full credit to the first touchpoint, regardless of subsequent interactions Signup and view all the answers

What is the 'Lead conversion' attribution model based on?

The touchpoint that led to the consumer becoming a lead Signup and view all the answers

What is the primary difference between skippable and non-skippable Out-Stream Video Ads in terms of cost?

Skippable ads use CPM (Cost Per Mille), while non-skippable use CPC (Cost Per Click) Signup and view all the answers

What is the main benefit of using a Hybrid Social Media Strategy?

It combines organic and paid activities for a comprehensive approach Signup and view all the answers

How are Lookalike Audiences beneficial for Facebook advertising?

They help find new customers similar to current ones Signup and view all the answers

What is the primary purpose of Lead Gen Forms in LinkedIn advertising?

To auto-populate form fields for quick lead conversion Signup and view all the answers

What is the primary role of an ad exchange in programmatic advertising?

To serve as a marketplace where publishers can auction off ad inventory to advertisers Signup and view all the answers

What is the primary function of a Data Management Platform (DMP) in programmatic advertising?

To gather data from various sources and make it available to Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) Signup and view all the answers

Which of the following is NOT a function of Ad Verification Tools in programmatic advertising?

Bid Optimization to adjust bids for ad impressions based on performance Signup and view all the answers

What is the primary metric used for buying ad impressions in Demand-Side Platforms (DSPs)?

CPM (Cost Per Thousand Impressions) Signup and view all the answers

According to the given information, what is the minimum requirement for an ad to be considered viewable?

The ad must occupy a certain amount of space on the screen for a minimum duration Signup and view all the answers

Why is viewability an important metric in programmatic advertising?

It allows advertisers to pay only for ads that were actually seen by human users Signup and view all the answers