Video Ads and Commercial Video Ads and Commercial 5 — Questions and Answers
Question 1: What is 'retargeting' in digital video advertising?
- Replacing an underperforming ad creative mid-campaign
- Showing video ads to users who previously interacted with your brand (Correct answer)
- Targeting a new audience segment with the same ad
- Adjusting bids for different geographic regions
Correct answer: Showing video ads to users who previously interacted with your brand
Retargeting shows ads to users who have previously visited your website or engaged with your brand to re-engage them.
Question 2: Which of the following best describes 'Connected TV' (CTV) advertising?
- Ads displayed on desktop computers connected to the internet
- Video ads delivered to internet-connected television devices like smart TVs (Correct answer)
- Traditional cable TV commercials with interactive features
- Radio ads streamed through a connected home speaker
Correct answer: Video ads delivered to internet-connected television devices like smart TVs
CTV advertising delivers video ads through smart TVs, streaming devices like Roku or Fire TV, and gaming consoles connected to the internet.
Question 3: What is 'share of voice' (SOV) in advertising?
- The number of voice actors used in a commercial
- A brand's ad spending as a percentage of total category ad spending (Correct answer)
- The volume level of audio in a video ad
- The percentage of ads that include a spoken voiceover
Correct answer: A brand's ad spending as a percentage of total category ad spending
Share of voice measures how much of the advertising in a category belongs to one brand compared to competitors.
Question 4: What does 'above the line' (ATL) advertising refer to in the context of commercials?
- Ads placed at the top of a website page
- Mass-market advertising through TV, radio, and print with broad reach (Correct answer)
- Advertising budget that exceeds a set threshold
- Digital ads served above the video player interface
Correct answer: Mass-market advertising through TV, radio, and print with broad reach
ATL advertising uses mass media channels like TV and radio to reach a broad, general audience rather than a targeted segment.
Question 5: In video ad production, what is 'color grading'?
- Selecting brand colors for on-screen graphics
- The post-production process of adjusting and enhancing the color of footage (Correct answer)
- Rating the visual quality of competitor ads
- Assigning color-coded labels to different ad versions
Correct answer: The post-production process of adjusting and enhancing the color of footage
Color grading is a post-production technique that adjusts the color, contrast, and tone of footage to achieve a desired visual style.
Question 6: What is the primary advantage of 'skippable' video ads for advertisers on platforms like YouTube?
- They guarantee 100% of the ad is always watched
- Advertisers often only pay when viewers choose to watch past a certain point (Correct answer)
- Skippable ads have lower production costs than non-skippable ones
- They receive priority placement over non-skippable ads
Correct answer: Advertisers often only pay when viewers choose to watch past a certain point
With skippable TrueView ads, advertisers typically only pay when viewers watch at least 30 seconds or interact with the ad, improving cost efficiency.
Question 7: What is 'ad sequencing' in video advertising?
- Ordering ad placements alphabetically by product name
- Delivering a series of ads in a specific order to tell a progressive story (Correct answer)
- Automating the rotation of different ad creatives randomly
- Placing multiple ads back-to-back in a single commercial break
Correct answer: Delivering a series of ads in a specific order to tell a progressive story
Ad sequencing delivers multiple ads in a planned order across sessions to guide viewers through a narrative or sales funnel.
Video Ads and Commercial Video Ads and Commercial 5
What is 'retargeting' in digital video advertising?