Video Ads and Commercial Video Ads and Commercial Media Planning & Buying 2

Question 1

What is the primary advantage of 'connected TV' (CTV) advertising over traditional broadcast TV?

Accepted Answer

CTV enables precise audience targeting and campaign measurement at the household level

Answer

CTV combines the lean-back TV viewing experience with digital targeting precision, allowing advertisers to reach specific audience segments and measure actual household exposure.

Question 2

In video media buying, what does 'guaranteed inventory' mean?

Accepted Answer

The publisher reserves a set number of impressions at an agreed price regardless of actual demand

Answer

Guaranteed inventory provides certainty for both parties — the advertiser knows exactly how many impressions they'll receive, and the publisher commits that supply.

Question 3

What is 'audience extension' in the context of video advertising media planning?

Accepted Answer

Reaching a publisher's audience beyond their owned platforms using third-party data and targeting

Answer

Audience extension allows advertisers to follow a publisher's audience off-platform across the web using first-party audience segments matched to third-party inventory.

Question 4

Which metric best indicates how effectively a video ad is holding viewer attention throughout its duration?

Accepted Answer

View-through rate (VTR) or completion rate

Answer

View-through rate (completion rate) measures the percentage of viewers who watched the full ad, directly indicating how engaging the content is at retaining attention.

Question 5

In video advertising, what is a 'roadblock' buy?

Accepted Answer

Purchasing all available ad slots on a platform during a specific time to dominate viewer attention

Answer

A roadblock buy secures 100% share of voice on a platform during a defined period, ensuring the target audience sees only that brand's advertising across all placements.

Video Ads and Commercial Practice Test

Video Ads and Commercial Practice Test

Video Ads and Commercial Video Ads and Commercial Media Planning & Buying 2