Digital Media
What is the main campaign objective to maximize visibility on Meta.
Reach or Awareness Objective
What’s the main KPI for evaluating TV campaigns?
GRPs (Gross Rating Points)
What does CPM stand for?
Cost Per Mille (1,000 impressions)
What stage of the funnel focuses on awareness creation?
Upper funnel
Which social media platform is known as the most popular among Gen Z worldwide?
TikTok
What metric measures the percentage of people who saw your ad and clicked on it?
CTR (Click-Through Rate)
What factor determines the visibility and cost of an OOH billboard?
Location, size, and footfall/traffic
If CPM = $2 and impressions = 500,000, what’s the total spend?
$1,000
What’s the main reason to use lookalike audiences?
To find new users similar to your existing customers or engagers
What is the world’s most-followed brand on Instagram?
Nike
When testing multiple creatives on Meta, what delivery setting ensures each creative gets equal spend before optimization kicks in?
Split Testing (A/B Test) or using the “Optimize for even ad delivery” setting during testing phase.
What’s the formula to calculate TV campaign reach if you have GRP and frequency?
Reach = GRP ÷ Frequency
What is the main difference between first-party and third-party data?
First-party = collected directly by the brand; third-party = purchased or from external sources
You want to GUARANTEE your ad is shown to 80% of your target audience twice a week for a product launch. Which campaign TYPE should be adopted.
Reach and Frequency
What year did Google first introduce paid search ads?
2000
What is “ad fatigue” and how can it impact performance?
When the audience sees the same ad too often, engagement drops and CTR/VTR decrease.
If CPS is $10,000 and the goal is 500 GRPs, and the program rating is 20%, how many spots do you need and what is total cost of the campaign?
Spots needed = GRPs ÷ Rating → 500 ÷ 20 = 25 spots; Total Cost = 25 × $10,000 = $250,000
What is the purpose of a pixel in digital advertising?
Tracks user actions on a website, enabling conversion tracking, retargeting, and audience creation.
Provide a definition for each of the below.
Paid Media / Owned Media / Earned Media
Paid Media: Media you pay for to promote your brand, product, or service.
Owned Media: Media that your brand controls directly (Brand Website, Apps, social media pages)
Earned Media: Media exposure you earn organically through others’ promotion or mentions. (Press coverage / PR mentions etc.)
What is the most-watched sporting event globally, based on live TV viewership?
Fifa World Cup
What is the ideal frequency range for upper-funnel campaigns to avoid audience saturation?
Typically 2–4 exposures per week, depending on campaign length and audience size.
A TV spot costs $5,000 and reaches 10% of the target audience. Another spot costs $7,000 and reaches 15%. Which spot is more cost-efficient in CPP terms?
CPP = CPS ÷ Rating → Spot 1: $5,000 ÷ 10 = $500 per GRP; Spot 2: $7,000 ÷ 15 = $466.67 per GRP → Spot 2 is more efficient.
Explain the difference between horizontal scaling and vertical scaling in Meta campaigns.
Horizontal = adding more ad sets or audiences; vertical = increasing budget within an existing ad set.
What is the difference between top-of-mind awareness and aided awareness in BLS?
Top-of-mind = first brand recalled unaided;
Aided awareness = recognition when prompted with a list or cue.
Which brand holds the record for the highest-ever global total ad spend in a single year?
Amazon which spent $21.4 billion on advertising and promotion in 2024