Objective/KPI Matching
Your client has a video asset and wants to drive the lowest CPM possible. What objective would you recommend?
Reach
What bid type would you recommend for a price sensitive advertiser's reach campaigns?
Target cost - allows them to control the price.
Does IPG have negotiated rates for 2020 with Twitter?
What video bid type would you recommend to a client who cares about completion rates?
6s
Coca Cola is a NASCAR sponsor and they want to extend that sponsorship on Twitter with a video asset. They measure all media performance through MMM models where low CPMs are key.
What product + objective(s) would you recommend they run?
- Amplify Sponsorship (NASCAR)
- CPM (cost per 1k vid starts)
- Reach objective
What would you suggest to an advertiser who’s launching a new product and wants their :30s video ad to reach every user on Twitter?
First view is the best option because the video will be the first ad in every user’s timeline that visits Twitter in a 24 hour period. A promoted trend or Spotlight trend is not the right fit because we don’t allow a :30s video asset for those units, and we can’t *technically* guarantee that every user will visit the trending page.
What is the fixed rate for Tier 1 Amplify Sponsorships?
$36 (MRC viewable CPM)
What are the three key creative best practices for video?
Short videos
Early branding (first 3s)
Strong visuals
Mercedes has a 6s video teasing their new 2021 model, and want as many cheap video views as they can get their hands on.
What product and objective(s) would you recommend they run?
Either Promoted Video or Amplify
MRC 2s/50%
For awareness objective, why would CPM increase the more narrow your target gets?
Because you’re looking for a much more specific user and it’s harder for the auction to find. You have to bid (and pay) more for niche users.
According to go/ratecards, what is the minimum flight length for all Amplify IOs bought on a Nielsen In-Demo guarantee?
Bonus: Why do require this flight length?
2 weeks (Can be found on the Q1'21 Amplify Pre-Roll tab under “Terms & Minimums” - line item #3)
Bonus: Because we need time in order to deliver the campaign at a guaranteed rate. Anything less than two weeks inhibits our ability to setup, maintain and deliver the campaign.
What video bid type would you recommend to a client using MMM to measure media?
Video start or CPM (i.e. cost per 1k video starts)
Macy’s has cultivated an influencer network called the Style Crew, and they’re using them to promote their spring sale. They want people to watch the content to the end to catch the promo deal, while also going to the website to check out the sale items.
What product and objective(s) would you recommend they run?
Video website card
Why would an advertiser want to reserve inventory through the R/F Tool?
- allows ability to plan in advance and know exactly what they’re going to get in ROI (guaranteed results)
- no need to constantly monitor and optimize
What is the fixed rate for a Publicis client willing spend $1.5M on a campaign targeting A18-34?
$19.35
Why are in-stream video sponsorships generally more expensive?
It’s considered premium content because of either the strength of the publisher (i.e. NFL) or often surrounds an event (i.e. Grammys). Advertisers need to pay more in order to be aligned with that content.
Netflix wants to drive awareness around Bridgerton's second season. While awareness is their primary KPI, they also want to drive engagement with a promoted poll. What objective would you recommend they run?
Awareness, optimizing towards "reach with engagement"
What creative unit allows a brand to creatively gather opinions and engage with audiences on Twitter?
Media polls
True or False. A client won't be able to get a better rate than what is listed on the rate card if they work through the auction.
False
Is Mastercard an approved pre-selected client for the new 15s video bid unit beta?
Yes!
go/usvideohub --> 15s video PMB --> list of pre-selected clients