IAB Digital Training – Questions With Accurate
Answers
Brand Right Ans - a type of product or service manufactured or provided
by a particular company under a particular name. (e.g. Coca-Cola, Apple,
Toyota, McDonald's)
Publisher Right Ans - any entity that provides any type of content a
consumer has access to, which also includes advertising inventory. Publishers
are the companies that create the content that people consume.
Publishers include:Editorial websites (e.g. The New York Times, Hulu)Retail &
e-commerce sites (e.g. Amazon, eBay, Walmart)Portals (e.g. AOL, Yahoo!,
MSN)
Long tail Right Ans - The millions of smaller websites that receive a
relatively small amount of traffic. Companies will still reach the same people
they would on short tail but would have to buy much more advertising and
media slots in order to get the same reach.
Agency Right Ans - a business or organization who provides a service, such
as digital advertising and marketing strategy, for a brand. They are often
employed directly by a brand, helping them to craft and deliver their message
to consumers. Agencies may be owned by a holding company, independent, or
in-housed by a brand.
Buy Side Right Ans - The companies running ads
Sell-side Right Ans - the companies creating the content that the ads run
next to. Ex: A publisher for a blog could make money from the buy side if they
buy a spot for an ad. Thus the sell side is the content or entity "selling or
publishing the ad."
Inventory Right Ans - the space adjacent to content that is filled with a
brand's ad
, Media Funnel Right Ans - Awareness, through Consideration to Purchase,
ending in customer Retention and Advocacy.
Top or upper funnel campaigns Right Ans - where advertisers create
awareness, brand identity, and new leads
Mid funnel campaigns Right Ans - where advertisers continue to nurture
leads, score them based on engagement, and identify their specific interests in
the product.
Bottom funnel campaigns Right Ans - what gives a lead the final persuasion
and specific answers to any lingering questions of "is this product or service
right for my needs?"
PESO Right Ans - Paid, Earned, Shared, and Owned media
Paid Media Right Ans - Paid media is what we might call traditional
advertising. This category includes any marketing placement in which the
advertiser exchanges money for a featured spot in media content. In the
digital realm, this includes everything from paid search results to display
banner ads and video ads, as well as paid content promotion and paid
customer or influencer endorsements
EARNED Right Ans - Earned media is publicity, news coverage, or word-of-
mouth. It is called 'earned' because the brand does not spend any direct
money on this kind of advertising, rather they must "earn" every story or
mention they get through relationships that their PR team has built with
reporters, bloggers, and influencers, or as a result of their paid and owned
marketing efforts.
However, since the brand does not control or create this kind of content,
Earned Media can be good or bad. For example, a restaurant review on a
popular website could emphasize the delicious food or a poor customer
service experience. News coverage might feature a new product launch or a
disastrous product recall.
SHARED Right Ans - In traditional media buying, advertisers pay
publishers to show ads to their audience. In shared media, brands provide
Answers
Brand Right Ans - a type of product or service manufactured or provided
by a particular company under a particular name. (e.g. Coca-Cola, Apple,
Toyota, McDonald's)
Publisher Right Ans - any entity that provides any type of content a
consumer has access to, which also includes advertising inventory. Publishers
are the companies that create the content that people consume.
Publishers include:Editorial websites (e.g. The New York Times, Hulu)Retail &
e-commerce sites (e.g. Amazon, eBay, Walmart)Portals (e.g. AOL, Yahoo!,
MSN)
Long tail Right Ans - The millions of smaller websites that receive a
relatively small amount of traffic. Companies will still reach the same people
they would on short tail but would have to buy much more advertising and
media slots in order to get the same reach.
Agency Right Ans - a business or organization who provides a service, such
as digital advertising and marketing strategy, for a brand. They are often
employed directly by a brand, helping them to craft and deliver their message
to consumers. Agencies may be owned by a holding company, independent, or
in-housed by a brand.
Buy Side Right Ans - The companies running ads
Sell-side Right Ans - the companies creating the content that the ads run
next to. Ex: A publisher for a blog could make money from the buy side if they
buy a spot for an ad. Thus the sell side is the content or entity "selling or
publishing the ad."
Inventory Right Ans - the space adjacent to content that is filled with a
brand's ad
, Media Funnel Right Ans - Awareness, through Consideration to Purchase,
ending in customer Retention and Advocacy.
Top or upper funnel campaigns Right Ans - where advertisers create
awareness, brand identity, and new leads
Mid funnel campaigns Right Ans - where advertisers continue to nurture
leads, score them based on engagement, and identify their specific interests in
the product.
Bottom funnel campaigns Right Ans - what gives a lead the final persuasion
and specific answers to any lingering questions of "is this product or service
right for my needs?"
PESO Right Ans - Paid, Earned, Shared, and Owned media
Paid Media Right Ans - Paid media is what we might call traditional
advertising. This category includes any marketing placement in which the
advertiser exchanges money for a featured spot in media content. In the
digital realm, this includes everything from paid search results to display
banner ads and video ads, as well as paid content promotion and paid
customer or influencer endorsements
EARNED Right Ans - Earned media is publicity, news coverage, or word-of-
mouth. It is called 'earned' because the brand does not spend any direct
money on this kind of advertising, rather they must "earn" every story or
mention they get through relationships that their PR team has built with
reporters, bloggers, and influencers, or as a result of their paid and owned
marketing efforts.
However, since the brand does not control or create this kind of content,
Earned Media can be good or bad. For example, a restaurant review on a
popular website could emphasize the delicious food or a poor customer
service experience. News coverage might feature a new product launch or a
disastrous product recall.
SHARED Right Ans - In traditional media buying, advertisers pay
publishers to show ads to their audience. In shared media, brands provide
