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According to Deloitte’s Digital Democracy Survey, approximately how many millennials and Gen Zers are bingeing content weekly.?
According to Ipsos eye-tracking research, approximately how much TV advertising goes unseen?
How can you create video ads to maximize effectiveness on YouTube?
- Cut your TV spot into :30 and :15 video ads
- Build from the ground up rather than modifying your TV spot
- Repurpose your TV spots on YouTube – it’s all video
- Rebuild your TV spots into :30, :15 and :06 video ads
How can you produce video ads to perform well on YouTube?
- Frame widely and pace quickly
- Frame tightly and pace moderately
- Frame widely and pace moderately
- Frame tightly and pace quickly
How can you validate a specific assumption about your audience?
- Run a Google Survey
- Explore Think with Google articles
- Dive into Google Trends
- Review YouTube Analytics watchtime report
How have Bumper ads performed in Google-run studies?
- They are less effective than longer form ads on YouTube
- They are effective on their own at driving ad recall and brand lift
- They reach the same people as TrueView campaigns
- They are effective in increasing ad recall only when consumers see multiple bumpers
In the “Tease, amplify, echo” approach, what role does a piece of long-form content serve?
- Teasing your audience
- Amplifying your message
- Echoing your message
- Segmenting your story
To validate a campaign idea, which tool can be used to explore popular search queries?
- Google Signals
- Google Surveys
- Google Trends
- Think with Google
What can Brand Lift measure?
- Impressions, clicks and reach
- Brand awareness, ad recall and consideration
- View-through rate, watch time and drop-off percentage
- Whichever metrics matter to your client
Which demonstrates the “Attract” principle in the ABCDs?
- Show familiar faces at the beginning of your video
- Show the brand in natural usage
- Have talent speak directly to camera
- Build suspense by keeping the viewer in the dark until the end of the video ad
Which demonstrates the “Brand” principle in the ABCDs?
- Use friendly, relatable, and recognizable people
- Using tightly cropped shots of key people or products
- Include a call to action (CTA)
- Integrate your brand in natural usage in the first five seconds
Which demonstrates the “Connect” principle in the ABCDs?
- Frontload the story arc
- Include a call to action (CTA)
- Speak directly to viewers by breaking the fourth wall
- Integrate your brand in natural usage in the first five seconds
Which demonstrates the “Direct” principle in the ABCDs?
- Consider quick cuts to keep the energy up
- Frontload the story arc
- Use YouTube’s interactive platform features to invite viewers to visit your website, watch another video, or subscribe to your channel
- Include brand or product name in voiceover
Which is a best practice for creating effective Bumper ads?
- Cut down your :30 TV spot
- Focus on a single product, feature, or brand message
- Don’t include branding
- Build a single Bumper ad to convey your entire message
Which report provides insight into the many ways viewers find videos?
- Analytics report
- Demographics report
- Audience report
- Traffic sources report
Which report shows how long a video keeps its audience?
- Audience retention report
- Demographics report
- Watch time report
- Audience report
Which report shows how long a video was watched in aggregate?
- Analytics report
- Watch time report
- Audience report
- Audience retention report
Which story arc can be the most impactful on YouTube?
- A traditional story arc works best on YouTube – what works on TV, works on YouTube
- A shot of your brand up-front, then telling your story
- An attention-grabbing opening and quick pacing
- A lead-in, build, big reveal, and offer
Which targeting type can help your client reach consumers who frequent department stores?
- Custom affinity audiences
- Consumer patterns
- Life Events
- In-market audiences
Which YouTube storytelling technique describes when a video ad changes based on viewers’ behavior?
- Tease, amplify, echo
- The mini-series
- The direct shot
- The follow-up
Your client is an online car marketplace. Which targeting type can help your client’s campaign reach people in the car buying process?
- In-market audiences
- Custom affinity audiences
- Life Events
- Consumer patterns
Your client’s main goal is to drive ad recall. Which creative consideration for Bumper ads supports these goals?
- Include supers and voiceovers to reinforce your brand
- Moderate pacing–not too fast and not too slow
- Break the fourth wall–include a familiar face speaking directly to the camera
- Brand toward the end of the ad
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