Digital Media Sales Certification Exam 2024 – Qs & As
A mobile advertiser is gauging the effectiveness of a mobile campaign by the
number of leads received in a given month. What is the best way to track the
response rate? Right Ans - Click-to-call
A client with a budget of $50K wants to purchase 3MM impressions. They
want the impressions broken down with 50 percent in standard ads at
$12/CPM, 25 percent in video at $16/CPM, and 25 percent in a takeover. What
would the CPM be for the takeover units in order to meet budget? Right
Ans - $26.67
A site has an index of 325 for reaching M25-64. This means the site is ________
percent more likely to reach M25-64. Right Ans - 225
How many click-through conversions would an advertiser receive based on a
$10,000 budget and a $5.00 CPM, assuming a 0.25 percent CTR and 1 percent
conversion rate? And what would the CPA be? Right Ans - 50; $200
Which of the following is a way to increase campaign delivery? Right Ans -
Decrease frequency caps
Which of the following content environments is most likely to provide earned
media? Right Ans - Social
The percentage of digital inventory an advertiser purchased on a single site is
called the: Right Ans - Share of voice
What does the VAST standardization do for video? Right Ans - It helps
advertisers and publishers to work together to run video ads
You've completed the following proposal for a potential client. What is the
eCPM for this entire proposal? Proposal: Placement CPM Impressions Spend
Run of Site $2.75 2,500,000 $6,875.00 Behavioral Targeting $5.25 1,500,000
$7,875.00 Geographic Targeting $3.45 2,250,000 $7,762.50 Contextual
Targeting $4.45 2,400,000 $10,680.00 TOTAL ? 8,650,000 $33,192.50
Right Ans - $3.84
, Of the demographics below, which group has consistently been measured to
click on the highest percentage of the ads they see in a given month? Right
Ans - A 55+
Your client has stated intent to purchase on one of your proposals. While they
want to see a decrease in eCPM before committing, you are not willing to
lower your rates. The best option for you to decrease the eCPM and maintain
the current plan would be: Right Ans - Offering added value impressions
Your client's goal is to sell pizzas at a cost per order of $2.00. At the end of the
campaign, you've received a total of 2,869 conversions at a total spend of
$5,000. What action makes the most sense? Right Ans - Discuss the results
and see if more budget is available
What are the two most common pre-roll video lengths? Right Ans - 15 and
30 seconds
Desktop, mobile, and connected TVs are all examples of: Right Ans - Media
platforms
Arbitron, comScore, Nielsen, and Scarborough are all types of ________ that
provide reach, frequency, and/or usage data. Right Ans - Third-party
research firms
Which of the following is a display, video, and mobile IAB rising star ad unit?
Right Ans - Filmstrip
Atlas and Dart for Publishers are two examples of: Right Ans - Ad servers
An advertiser wants to offer a publisher's site visitors a deal when they sign
up for the site. This is called a ________ offer. Right Ans - Co-registration
What is the standard IAB out clause? Right Ans - 14 days
If a creative has the "ad choices" logo in the corner, what is it referring to?
Right Ans - Behavioral targeting
A mobile advertiser is gauging the effectiveness of a mobile campaign by the
number of leads received in a given month. What is the best way to track the
response rate? Right Ans - Click-to-call
A client with a budget of $50K wants to purchase 3MM impressions. They
want the impressions broken down with 50 percent in standard ads at
$12/CPM, 25 percent in video at $16/CPM, and 25 percent in a takeover. What
would the CPM be for the takeover units in order to meet budget? Right
Ans - $26.67
A site has an index of 325 for reaching M25-64. This means the site is ________
percent more likely to reach M25-64. Right Ans - 225
How many click-through conversions would an advertiser receive based on a
$10,000 budget and a $5.00 CPM, assuming a 0.25 percent CTR and 1 percent
conversion rate? And what would the CPA be? Right Ans - 50; $200
Which of the following is a way to increase campaign delivery? Right Ans -
Decrease frequency caps
Which of the following content environments is most likely to provide earned
media? Right Ans - Social
The percentage of digital inventory an advertiser purchased on a single site is
called the: Right Ans - Share of voice
What does the VAST standardization do for video? Right Ans - It helps
advertisers and publishers to work together to run video ads
You've completed the following proposal for a potential client. What is the
eCPM for this entire proposal? Proposal: Placement CPM Impressions Spend
Run of Site $2.75 2,500,000 $6,875.00 Behavioral Targeting $5.25 1,500,000
$7,875.00 Geographic Targeting $3.45 2,250,000 $7,762.50 Contextual
Targeting $4.45 2,400,000 $10,680.00 TOTAL ? 8,650,000 $33,192.50
Right Ans - $3.84
, Of the demographics below, which group has consistently been measured to
click on the highest percentage of the ads they see in a given month? Right
Ans - A 55+
Your client has stated intent to purchase on one of your proposals. While they
want to see a decrease in eCPM before committing, you are not willing to
lower your rates. The best option for you to decrease the eCPM and maintain
the current plan would be: Right Ans - Offering added value impressions
Your client's goal is to sell pizzas at a cost per order of $2.00. At the end of the
campaign, you've received a total of 2,869 conversions at a total spend of
$5,000. What action makes the most sense? Right Ans - Discuss the results
and see if more budget is available
What are the two most common pre-roll video lengths? Right Ans - 15 and
30 seconds
Desktop, mobile, and connected TVs are all examples of: Right Ans - Media
platforms
Arbitron, comScore, Nielsen, and Scarborough are all types of ________ that
provide reach, frequency, and/or usage data. Right Ans - Third-party
research firms
Which of the following is a display, video, and mobile IAB rising star ad unit?
Right Ans - Filmstrip
Atlas and Dart for Publishers are two examples of: Right Ans - Ad servers
An advertiser wants to offer a publisher's site visitors a deal when they sign
up for the site. This is called a ________ offer. Right Ans - Co-registration
What is the standard IAB out clause? Right Ans - 14 days
If a creative has the "ad choices" logo in the corner, what is it referring to?
Right Ans - Behavioral targeting
