Video Ads and Commercial Video Ads and Commercial Media Planning & Buying 1 — Questions and Answers
Question 1: What does 'GRP' (Gross Rating Point) measure in television advertising media planning?
- The geographic reach of an ad campaign
- The total delivery of an advertising schedule expressed as a percentage of the target audience (Correct answer)
- The average cost per 30-second spot
- The number of unique viewers who saw the ad once
Correct answer: The total delivery of an advertising schedule expressed as a percentage of the target audience
GRPs measure the total weight of a media schedule by multiplying reach by frequency, indicating the overall exposure delivered by the campaign.
Question 2: In digital video advertising, what is 'programmatic buying'?
- Manually negotiating ad placements directly with publishers
- Automated, data-driven purchasing of video ad inventory in real time (Correct answer)
- Buying fixed ad slots in advance at a guaranteed price
- Scheduling TV spots through a broadcast sales rep
Correct answer: Automated, data-driven purchasing of video ad inventory in real time
Programmatic buying uses algorithms and real-time bidding (RTB) to automatically purchase targeted video ad inventory across multiple platforms.
Question 3: What is 'dayparting' in video advertising media planning?
- Splitting the production budget across multiple days
- Scheduling ads to air during specific time blocks when the target audience is most active (Correct answer)
- Dividing the media budget equally across all channels
- Running different creative versions on different days of the week
Correct answer: Scheduling ads to air during specific time blocks when the target audience is most active
Dayparting optimizes ad spend by concentrating delivery during time windows when the target demographic is most likely to be viewing, improving relevance and efficiency.
Question 4: What does 'CPM' stand for in video advertising, and what does it measure?
- Cost Per Minute — the cost of each minute of air time
- Cost Per Mille — the cost per one thousand ad impressions (Correct answer)
- Clicks Per Minute — engagement rate per time unit
- Cost Per Market — the regional pricing for broadcast slots
Correct answer: Cost Per Mille — the cost per one thousand ad impressions
CPM (Cost Per Mille, from Latin for thousand) is the standard metric for measuring the cost efficiency of reaching 1,000 viewers with an ad impression.
Question 5: In OTT (Over-the-Top) video advertising, what distinguishes a 'premium' placement from standard inventory?
- Premium placements are always 60 seconds long
- Premium placements appear on high-traffic, brand-safe environments with guaranteed viewability (Correct answer)
- Premium placements are cheaper because they are unsold remnant inventory
- Premium placements only run on mobile devices
Correct answer: Premium placements appear on high-traffic, brand-safe environments with guaranteed viewability
Premium OTT placements are curated, brand-safe environments on top-tier streaming services with higher viewability guarantees, commanding higher CPMs.
Question 6: What is 'frequency capping' in digital video ad campaigns?
- Setting a maximum bid price per impression
- Limiting the number of times a single user sees the same ad within a defined period (Correct answer)
- Capping the total budget for frequency-based campaigns
- Restricting ads to channels with a specific audience frequency
Correct answer: Limiting the number of times a single user sees the same ad within a defined period
Frequency capping prevents ad fatigue by ensuring individual users aren't overexposed to the same creative, preserving positive brand sentiment.
Video Ads and Commercial Video Ads and Commercial Media Planning & Buying 1
What does 'GRP' (Gross Rating Point) measure in television advertising media planning?