Programmable marketing basics Assessment Answers - Academy for Ads

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Programmable marketing basics Assessment Answers - Academy for Ads

Question 1 of 14

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched "calories in curry rice". You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

•  An earlier site visit of electronic music schools
•  People who were interested in half marathons in the area
•  People who searched for "where to buy chicken curry"
•  All those who searched for a recipe

If you wanted to understand if the impressions you purchased were actually seen by customers, what measurement concept would you ask to know more about?

•  Brand love
•  Brand efficacy
•  Viewability
•  Impressions

Your manager thinks the detail you've used in your customer portraits isn't necessary. What should you do next?

•  Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you.
•  Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey.
•  Say that you see his point and that this is just a way for you to glean more insights. You'll be prioritizing demographic data only.
•  Agree with your manager and redo all the portraits according to his vision. Implement a best practice to follow suit.

What would be the best format and message for a women's clothing retailer in the "Do" stage?

•  Newsletter on tips to take care of your new garment
•  Blog post outlining fashion trends
•  Search with ad extensions offering discounts and a click-to-buy extension
•  Skippable pre-roll ad talking about how the clothing is manufactured and designed

If you were asked to explain programmable marketing to your peers, what should you say?

•  It's the tools, such as demand-side and supply-side platforms, available to help scale, personalize, and automate marketing messages across the entire customer journey.
•  It's really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.It's really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.
•  It's the strategy behind the activation of technology that automates, scales, and personalizes marketing messages across the entire customer journey.
•  It's about buying ad space when and wherever you want. It increases the complexities around decision-making and measurement, but the return on investment is worth the effort.

Which programmatic tool allows you to purchase individual impressions in auction-based environments?

•  Ad publishers
•  Ad exchanges
•  Trading desks
•  Demand-side platforms

You're surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don't. What could have been done to be more relevant in that micro-moment?

•  The marketers should have focused only on environmental signals.
•  The marketers should have ignored this micro-moment.
•  The marketers could have relied on more media signals.
•  The marketers' ad could have said how your friend "liked" the school.

Louise, who works for a computer company, is trying to understand why customers she targeted in the "Care" stage didn't convert. She sent them a "For your first purchase of software, get a discount" display ad. Why didn't this work?

•  This message would have worked better for the "Think" stage.
•  This message would have worked better for the "See" stage.
•  This message would have worked better for the "Do" stage.
•  This message catered to customer awareness.

What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele?

•  Video views of a new video talking about their unique selling point around how they roast coffee
•  Number of customers who asked for a loyalty card
•  Number of up-sells of pastries and baked goods
•  Number of coffees purchased

Imagine you're prepping your team about an upcoming programmatic campaign and someone asks you how you'll actually plan and buy ad space. What do you say?

•  Use anything but an ad exchange to help with running campaign
•  You'll have to research all the different trading desks and pick one to help you
•  You'll use ad publishers to help you with this
•  This happens with demand-side platform technology

Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn't this work?

•  The quality of the footage wasn't appropriate. Most likely unforeseen and unreported technology issues were to blame.
•  Something must have gone wrong with the tagging of the analytics. The attribution algorithm wasn't set up properly either.
•  The fans they identified weren't verified properly during the pre-advertising survey that was sent out.
•  Most likely, the targeted audience wasn't segmented properly or the creative wasn't strong enough to capture audience attention.

You just received low results from an awareness campaign for a local non-profit you manage. You used a wide array of signals to make sure you provided relevant answers across the entire journey. What will you try next time?

•  Combine fewer signals, so that you reach more people
•  Absolutely nothing and let this pass you by as a lesson learned
•  Combine even more signals, so that you are sure to reach more people
•  Completely start over from scratch with a new campaign

Imagine you're trying to convince your board that investing in programmatic technology would be a step forward for your company. What do you think would convince them?

•  Focus on getting direct buying and real-time bidding right. It will seem expensive at first, but you'll be able to save money by delivering one message throughout the entire journey.
•  Tell them that after the initial investment and training, the efficiencies and return on investment would be worth the effort. There's no better way to personalize and scale.
•  Explain that with so many customers now using several devices, the journey is complex. Programmatic finds insights from your data for you, so you'll be able to save on resources.
•  Insist that all of your competitors are using it, so you have to stay relevant. You'll be able to keep your last-click attribution method because regardless of technology, it's still the final conversion that truly counts.

Question 14 of 14

Jenni sells custom-printed t-shirts and knows that customers begin their journey online with research on their mobile devices and end up making most purchases using their desktop. But, on her recent programamtic campaign, mobile isn't getting any credit. What would you recommend to solve this measurement problem?

•  Implement several cross-channel measurement tools
•  Adopt a data-driven approach and stop investing in mobile messages
•  Get the mobile team to rethink their strategy and come up with a solution
•  Double-check current attribution model and replace if necessary