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- Video - 2018 Smart Assessment Answers - Academy for Ads
Stay up to speed on the latest video products and trends from Google. Understand the value of Google's video ad formats, targeting and measurement offerings to drive optimal performance from your video campaigns.
Which of the following describes YouTube for performance?
- An end-to-end solution that spans format, bidding, targeting and measurement
- All answers are correct
- A way to convert an audience’s attention on YouTube into meaningful action
- A catch-all term to describe any solution on YouTube that drives a specific action
Detailed Demographic targeting on YouTube leverages Google Search and Maps Search signals.
True
False
What type of advertiser is a good fit for YouTube for Performance (YT4P)?
Advertiser looking to drive website actions
Advertiser looking to maximize reach and cares about driving views
Advertiser looking to improve their brand image
Advertiser looking for brand impact, such as driving brand lift metrics
A client wants to re-engage with people in their CRM database that have bought something from the website in the past six months. What is the best targeting solution?
Affinity
Customer Match
In-Market
Custom-Affinity
What YouTube platform innovation is a subscription-based video and music experience, where users can watch videos free of ads, as well as save videos to watch offline on mobile devices?
YouTube Red
YouTube Gaming
YouTube Music
YouTube Kids
With consumers consulting dozens of resources in varying sequences before making a purchase, it is impossible to attribute conversions from people who viewed an ad on their YouTube mobile app then converted on their mobile web browser or on a different device.
- False
- True
95% of the videos on YouTube are watched with the sound on.
- True
- False
A client wants to leverage the popularity of content creators as part of their influencer strategy to build greater loyalty. What resource would help them understand who the most popular creators are within their market?
- YouTube Look Book
- YouTube Lineups
- YouTube Find-a-Creator
- YouTube Creator Hub
What is the easiest way for users to update their own interests?
Users cannot update their own interests
Google+ Preferences
Ads Preference Manager
GMail Ads Settings
Custom Intent Audiences allow advertisers to reach users on YouTube that were previously searching for particular queries across which of the following properties?
Google Search
Google Display Network
YouTube Mobile App
All answers are correct
YouTube is the second most viewable video destination globally.
- False
- True
Which ad format typically has the lowest CPM among in-stream video ads and is also eligible to serve more frequently, particularly on mobile devices?
- Masthead
- TrueView in-stream
- Bumpers
- TrueView Discovery
A client wants to reach F18-34. Which targeting option would you recommend?
- Demographic
- Affinity
- In-Market
- Custom-Affinity
TrueView for action is a non-skippable video ad on YouTube that is always bought on a CPV basis.
- True
- False
This ad product can appear on the YouTube homepage, watch pages, or search results pages.
- Bumpers
- TrueView in-stream
- Standard Reserve
- TrueView Discovery
- Awareness & Consideration
- Loyalty & Advocacy
- Purchase Intent
- Brand Recall
- Nielsen Total Ad Ratings
- MOAT
- Nielsen Digital Ad Ratings
- Millward Brown
Viewability guarantees that a client's ad will be seen.
- True
- False
A beauty advertiser wants a consistent presence in the beauty and fashion category, especially when viewers are searching for educational and how-to videos. Which ad product would best serve their needs?
- Google Preferred
- Standard Reserve
- Masthead
- TrueView Discovery
What can be done to make sure Active View metrics are available for a YouTube campaign?
- Active View tags need to be added into DBM if a client is buying programmatically
- There is a simple tag-generation process that, once implemented, enables a client to get free Active View reports in AdWords
- Active View is part of the partnership with MOAT, so advertisers will need to work with them to get access to these reports
- Active View is integrated into both AdWords and DBM, so no tagging or trafficking is required
- Custom-Affinity
- Demographic
- In-Market
- Affinity
What is a key value proposition of Unique Reach?
- It helps in planning how many total people (not cookies) a campaign could reach
- It helps in planning what % of a client's target audience in people (not cookies) could be reached with the campaign
- It shows how many people (not cookies) a campaign reached
- It shows you what % of a client's ads were viewable by people
Standard Reserve is billed on a cost-per-view pricing model.
- False
- True
Masthead
Standard Reserve
Bumpers
TrueView in-stream
A brand wants to know how they can benefit from the popularity of YouTube creators. Choose the best response.
- Creators can connect brands to highly engaged viewers and communities on YouTube
- Creators have a strong record of helping brands go viral, guaranteeing about 1M views when partnered with the right advertiser
- Creators have greater success delivering against brand objectives like building consideration and loyalty, compared with traditional advertising
- Creators are typically cheaper to work with, compared with the production costs of traditional advertising
Identify the platform innovation that takes users on an augmented adventure, immersing them in a simple, premium mobile experience.
- YouTube Gaming
- Daydream
- YouTube Living Room
- YouTube Red
Store Visits for YouTube allows you to measure how YouTube ads influence offline visits.
False
True
An advertiser has never used YouTube as a performance platform before and is looking to set up their first campaign. Which of the following expectations should you set? Select all that apply.
(Select All Correct Responses)
- They should not expect effective CPAs without continual testing and optimizing
- CPAs on video should not be compared directly to search or display
- Performance on desktop is likely to outperform that of mobile
- Advertising on YouTube will most likely be effective only when targeting a younger demographic
In which of the following scenarios would you NOT recommend using conversion lift for YouTube?
If the advertiser is happy with their current video performance and is planning to increase investment
All answers are correct
If the advertiser won't test YouTube unless it incrementality can be measured
If the advertiser is planning to significantly reduce or turn off spend on YouTube
When using TrueView for action, advertisers need to choose between implementing a headline or a call-to-action.
True
False
YouTube for Performance allows advertisers to optimize towards lower-funnel actions, aside from driving cost efficient views.
True
False
How are Store Visits for YouTube attributed?
Engagements
Clicks
Impressions
Billable views
How does TrueView for action differ from standard TrueView in-stream?
TrueView for action is best suited for advertisers interested in mass reach
Standard TrueView in-stream provides more reach
TrueView for action provides a tailored call-to-action
TrueView for action will only serve on mobile devices
A luxury travel agency is looking to target their new package trips to Mauritius to audiences who are researching destination guides on YouTube. Which type of targeting would you recommend?
Customer Match
Similar Audiences
In-Market Audiences
Remarketing
An advertiser is considering TrueView for action. In order for their performance to be as effective as possible, which of following requirements should be met?
- All answers are correct
- Advertiser should be looking to drive actions on their site
- Advertiser should have a clear call to action
- AdWords Conversion Tracking should be implemented
TrueView in-stream video views count towards an advertiser's total YouTube view count.
- False
- True
A client is planning a new product launch on the final day of a major tennis tournament and wants massive reach over a short period of time. Which ad product would allow this to happen?
Standard Reserve
Masthead
TrueView Discovery
Google Preferred
Which type of advertiser would find bumpers to be a good solution for their objective?
An advertiser who wants to tell a complex brand story to shift perception
An advertiser who wants 100% share of voice during their campaign launch
An advertiser who wants to increment their video view count
An advertiser who wants greater reach at a relatively low CPM, especially on mobile
Where does a YouTube Masthead ad unit run?
YouTube watchpage
YouTube search results page
Across specific sites within the Google Display Network
YouTube homepage
Outstream ads are forced impressions.
True
False
Outstream ads are billed on a viewable CPM.
True
False
Outstream video ads serve within a video stream.
True
False
How many sites does a user need to go to before they're considered a “sports enthusiast” by Google?
50-100
It depends. Google's algorithm compares user behavior to comparable demographic trends
10-49
It depends. Google has individual algorithms per user, so it's not one-size-fits-all
A credit card client wants to find new, high-value customers using their data. What is the best audience solution?
Similar Audiences
In-Market
Customer Match
Affinity
Google updates audience segment data on a yearly basis.
- False
- True
A fast food chain wants to reach people on YouTube who frequently dine out for breakfast. What is the best targeting solution for the client?
In-Market
Life Events
Demographic
Consumer Patterns
A client wants to reach people who are searching for content about the Chicago Bulls basketball team. Which targeting option would you recommend?
- Customer Match
- Affinity
- Demographic
- Custom-Affinity
A mattress client wants to reach people on YouTube who are about to move to a new home. What is the best targeting solution for the client?
- Life Events
- Affinity
- Custom-Affinity
- Consumer Patterns
