Acronyms
Can You Answer
You Can Rock with Us
And More Acronyms
And Still More Acronyms
100
CPM and what is the formula used to determine CPM?
What is Cost per Thousands
Formula: CPM = Cost/impressions
100
Conversion Rate: If 385 consumers visit a website, 85 stay on the site for 15 minutes and 40 make a purchase from the site averaging $25, what is the conversion rate?
10%
100
Which of the below banner sizes are not used typically by us?
728x90, 300x250 or 336x280
336x280
100
PG
What is programmatic guarantee?
A programmatic guaranteed deal is where the buyer directly buys inventory from the publisher.
100
ATV
ATV: “Addressable TV” The ability to serve different ad content to different audience segments watching the same TV program on IP connected TVs and set top boxes of cable companies or satellite providers, by dynamically inserting an ad based on specific audience targeting in either live, playback, or Video On Demand mode. Examples would include offerings by Comcast, DIRECTV, and Dish.
200
SEO and why is it used?
What is Search Engine Optimization
200
Your social post on Instagram delivers 5M impressions, 1M people shared your post, 300K people liked your post and 200K people posted a comment. What is your engagement rate?
30%
200
What is a sponsored post on social media?
A sponsored post refers to any social media post that includes paid promotion. Sponsored posts are typically bought to increase reach, engagement, or brand awareness. They can be promoted to existing, new, and lookalike audiences.
200
PMP
What is Private Marketplace?
A private marketplace is an invite-only marketplace where publishers make their premium inventory available directly to select buyers.
200
SVOD
SVOD: “Subscription Video on Demand” Video content that requires access to a subscription video on demand service. Examples include Netflix, Hulu, and Amazon Prime. Are you paying for the service? Yes? Then it’s an SVOD service.
300
CTR and what is the formula for determining CTR?
What is Click Through Rate
CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
300
We have 355K people to visit BET.com yesterday. 200K people immediately left, 80K people viewed 8 or more pages and 75 people viewed a tent pole page only. What is our bounce rate?
56%
Bounce rate is the percentage of visitors to a website that leave immediately without clicking or interacting with any portion of the page.
300
What is a Native Ad?
Native advertising is essentially advertising that is embedded in or adjacent to editorial and looks like editorial, but isn’t editorial.
As an advertisement that fits seamlessly into the user experience, they’re more contextual than other forms of digital advertising (e.g. display and banner ads). Instead of appearing off to the side or across the top of a web page, native ads mimic the look, feel, and function of a medium’s content, making it more likely that your audience will trust them.
Campbell’s, for example, placed an in-ad unit on allrecipes.com for their recipe collection. While the ad doesn’t look like the actual recipes listed on the site, it is contextually relevant to the page.
300
OTT and give an example of an OTT device or service?
What is Over The Top?
OTT video content is delivered in a streaming or video on demand (VOD) format. Some popular OTT services include Netflix, Hulu, Crave, and Amazon Prime
300
AVOD and give an example of a platform, service or device?
“Ad-Supported Video-On-Demand” Ad-supported video-on-demand platforms like YouTube make their money off ads in between their content. As a result, the platforms are free for viewers. Are you paying for the service? No? Do ads run between the content? Yes? Then it’s an AVOD service.
400
CPC and what is the formula for determining CPC?
What is Cost Per Click
Cost Per Click (CPC) is the dollar value a marketer spends for a pay per click campaign.
Formula:
CPC = total_cost / number_of_clicks
You may also caluclate it from CPM and CTR: CPC = (CPM / 1000) / (CTR / 100) = 0.1 * CPM / CTR
400
Let's talk about Reach. If 500K total people see your ad, 15 times a day, what is your reach?
Reach refers to the number of unique users your ad campaign reaches. If 500K total people see your ad 15x each, your reach is 500K.
400
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
400
CTV. Give an example of a CTV device or service?
What is Connected TV. CTV is the term describing any type of TV that is capable of streaming digital video. This includes Smart TVs as well as TVs that use a device to facilitate the delivery of streaming video. Internet connected devices like Roku or Chromecast and gaming consoles like Xbox and Nintendo Switch all enable a TV to stream digital video—making it a connected TV.
400
If a campaign has delivered 2,000,000 impressions at a CPM of $3.00, and has 100 conversions, what is the CPA?
$60
CPA = IMPs X CPM/Conversions
500
What is KPI and what does it measure? Give one example of a KPI.
What is a Key Performance Indicator.
A key performance indicator (KPI) is a quantifiable measure, or metric, that you can use to gauge some aspect of your business' performance and marketing activities.
Examples include:
Customer Lifetime Value (CLV)
The lifetime value of a customer is how much revenue a typical customer generates over time. This could be a matter of days, weeks, months, or years, depending on your typical retention rate and back-end product or service offerings.
Customer Acquisition Cost
The acquisition cost is how much you have to spend to get a new customer. This could include advertising, sales calls or visits, and anything else that goes into your prospecting and conversion process.
Return on Investment (ROI)
The ROI is a function of the previous two KPI. It tells you how much profit you generate when you compare your customer acquisition cost to revenue generated.
Conversion Rate
The conversion rate is what percentage of visitors turn into leads and leads into customers. This is a general marketing KPI but it can also apply to any of the other categories if you want to track each channel separately. You could also track the total number of leads or conversions.
500
How is frequency/frequency cap defined in digital?
Frequency refers to the number of times each of those users has seen your ad in a given time period. If the average member of your target audience sees your ad three times every 24 hours, your frequency is 3.
500
What is an Ad Server? And what is BET's video ad server called?
An ad server is a piece of advertising technology (AdTech) that is used by publishers, advertisers, ad agencies, and ad networks to manage and run online advertising campaigns.
FREEWHEEL
Ad servers are responsible for making instantaneous decisions about what ads to show on a website, then serving them. On top of that, an ad server collects and reports data (such as impressions, clicks, etc.) for advertisers to gain insights from and monitor the performance of their ads.
500
MVPD and give an example of a MVPD device, provider or service?
Multichannel Video Programming Distributor
An MVPD is a service that distributes or provides multiple television channels. For example, providers in the US like Comcast, DISH, DirecTV, or Verizon, AT&T.
500
What is MRC and according to MRC, a viewable standard ad display impression MUST be seen for 1 second and have _____ of the pixels in view.
Media Rating Council (MRC)
50% of the pixels in view