Cleveland.Com Foundational Digital Certification Test

An offline action refers to any action that a viewer of an online ad takes after leaving the computer. These actions can include calling the advertiser, physically going to the store, or making a purchase. This statement is true because offline actions are indeed considered as actions taken by viewers after they have walked away from the computer.

If an ad position is designated as a "shared rotation" position for four advertisers at 25% SOV each, it means that each advertiser should receive an equal share of 25% of the share of voice (SOV). However, if only two advertisers have purchased campaigns for that spot, each advertiser will receive 50% SOV instead of the intended 25% SOV. This is because the SOV needs to be divided equally among the advertisers who have purchased campaigns, until another advertiser is added to the mix. Therefore, the statement is true.

The correct answer is Cuyahoga, Geauga, Lake. This is because the East Local Deals email reaches people in these specific counties. The other counties mentioned (Medina, Summit and Cuyahoga, Lorain) are not included in the target audience for this email marketing product.

The correct answer is Leaderboard. A leaderboard ad unit is typically sized at 728x90 pixels. It is a horizontal banner ad that is commonly placed at the top or bottom of a webpage. This size allows for a prominent display of content and is often used for brand awareness and visibility.

The given statement suggests that cleveland.com visitors have disposable income, are homeowners, and are invested in the NE Ohio communities. They are well-educated with high household incomes. It also states that they are loyal to cleveland.com, spending more time with cleveland.com than any other local site or combination of local sites. Based on this information, it can be inferred that the statement is true.

According to the cleveland.com rate card, embedding a video in an online display ad costs an additional $4 per thousand impressions (CPM).

Mobile banner ads, with dimensions of 320 x 53 pixels, are indeed limited to one ad per mobile page. This is because the smaller screen size of mobile devices restricts the amount of space available for displaying ads. Having multiple banner ads on a mobile page can lead to a cluttered and confusing user experience. Therefore, to ensure optimal visibility and user engagement, it is best practice to limit mobile banner ads to one per page.

A unique visitor refers to an individual user who visits a website. According to the definition provided, a unique visitor is counted only once during a month, regardless of the number of times they visit the site. This means that if a person visits the website multiple times within the same month, they will still be counted as a single unique visitor. Therefore, the statement "True" is correct.

An interstitial is a type of ad that appears between two content pages and takes up the entire browser, giving the impression of a separate page. This type of ad is designed to grab the user's attention and maximize visibility.

When an advertiser geographically targets an ad, it means that the ad will only be shown to computers with IP addresses within the specified area. This allows the advertiser to reach a specific audience based on their location. The ad will not be shown to people who live or work within the targeted area, nor to people who are interested in news about that area. The focus is solely on reaching computers within the designated geographical location.

Day targeting or day part targeting allows advertisers to control when their ads are shown based on specific days or times of day. With this feature, an advertiser can choose to run an ad only on Fridays, run different creative during different parts of the day, or run an ad only during the morning hours. Therefore, the correct answer is "All of the above."

Remessaging within cleveland.com refers to the practice of targeting and displaying advertisements to visitors who have already interacted with the website. This technique allows advertisers to "chase" these visitors by showing them ads as they navigate different sections of the site. Therefore, the statement that remessaging within cleveland.com allows advertisers to "chase" visitors from one part of the site to another is true.

The CPM (cost per thousand) is the cost an advertiser pays for every thousand impressions of their ad. In this case, the CPM is $17.00. If the advertiser purchases 100,000 impressions at that rate, the total cost can be calculated by multiplying the CPM by the number of thousands of impressions (100,000 divided by 1,000). Therefore, the total cost will be $1700. Hence, the statement is true.

Business listings are considered as content by search engines, not ads. Search engines only index content, not advertising. Therefore, by having business listings on their sites, advertisers increase their presence in the search engine world.

When a sliding billboard is closed, it is commonly referred to as a "pencil ad". This term is used to describe the advertisement that is displayed on the sliding billboard when it is in its closed position. It is likely called a "pencil ad" because the shape and size of the closed billboard resemble that of a pencil.

The correct answer is 160x600, 160x400, 160x240, 160x200. These four sizes are considered skyscraper ads because they all have a height of 600 pixels, which is the standard height for skyscraper ads. The width may vary, but as long as the height is 600 pixels, the ad is considered a skyscraper ad.

To be considered "rich media," an ad must allow the user to interact with it. This means that the user can engage with the ad in some way, such as clicking on it, moving it, or sharing it with another user. The term "rich media" refers to ads that go beyond static images or text, providing a more dynamic and engaging experience for the user. By allowing the user to interact with the ad, it increases the chances of capturing their attention and potentially influencing their behavior or purchasing decisions.

The site sponsor position is located in the right hand of the header, below the leaderboard. This means that it is positioned towards the top of the page, on the right side, just below the leaderboard section.

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The correct answer is Rectangle 300 x 250 and sponsorship 170 x 30. This is because the question states that the advertiser receives companion ads that remain on the screen throughout the viewing of the entire video. The Rectangle 300 x 250 and sponsorship 170 x 30 are the only options that include two ad sizes, indicating that they can both be displayed simultaneously on the screen during the video.

Running advertisements on both the cleveland.com mobile web page and the mobile app is important because it allows advertisers to achieve both reach and frequency. The mobile web page provides reach by reaching a larger audience as it can be accessed by anyone with internet access. On the other hand, the mobile app provides frequency as it is used by loyal users who are more likely to engage with the content repeatedly. By utilizing both platforms, advertisers can maximize their exposure to a wider audience while also ensuring that their message is consistently seen by dedicated users. Additionally, the answer choices about different content and ad sizes do not directly address the importance of running on both platforms.

The Omniture SiteCatalyst unique visitor number may be overstated due to cookie deletion. When users delete their cookies, it erases the tracking information stored on their devices, causing SiteCatalyst to count them as new visitors when they revisit the website. This can lead to an overestimation of unique visitors since the system cannot accurately identify returning users who have deleted their cookies.

When a corner peel is purchased by an advertiser, it does not necessarily mean that the same advertiser also runs in the leaderboard position. The corner peel and leaderboard positions are separate advertising options and can be purchased by different advertisers or by the same advertiser depending on their marketing strategy and preferences. Therefore, the statement is false.

According to the DoubleClick Annual Report 2009 and the 2010 MediaMind study, the national average CTR (click through rate) for online display ads is .09% - .10%. This means that out of every 1000 times an online display ad is shown, only 0.09% to 0.10% of users actually click on it. This low CTR highlights the challenge of effectively engaging users and driving them to take action through display ads.

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Mobile banner ads can indeed be targeted by various factors such as device, carrier, day part, and section. The statement also mentions that High School Sports runs on its own platform and must be ordered separately, which implies that it is not included in the regular targeting options for mobile banner ads. Therefore, the answer "True" is correct.

Corner Peel and Sliding Billboard ads are types of online advertisements that are designed to catch the user's attention by automatically opening or sliding onto the screen. These ads typically appear in the corners of the webpage and are triggered to open once per day for each user. Therefore, the statement that Corner Peel and Sliding Billboard ads open automatically once per day per user is true.

The correct answer is Sports. This can be inferred based on the question asking for the section with the highest page views on cleveland.com. Since sports is a popular topic and tends to attract a large audience, it is likely that the Sports section receives the highest number of page views compared to the other sections such as Home, News, and Entertainment.

The explanation for the given correct answer is that share of voice refers to the percentage of available inventory for an ad unit that is purchased by an advertiser during the days the ad is running. In other words, it represents the portion of ad space that a particular advertiser occupies within a given time frame. Therefore, the statement that share of voice is the percentage of the total available inventory for that ad unit purchased by the advertiser during the day(s) that the advertiser is running the ad is true.

Share of voice (SOV) refers to the percentage of advertising presence a brand has in a specific market or industry. It is important because the greater the SOV, the more frequently the ad will be seen by the targeted audience. This means that the brand will have a higher chance of reaching and engaging with its intended customers. By having a larger share of voice, the brand can increase its visibility and stay top of mind among consumers, leading to potential sales and brand recognition.

Open Ad Stream prioritizes ads ordered by SOV (Share of Voice) above ads ordered by impression goals. This means that if there are multiple ads competing for the same ad space, the ad with a higher SOV will be given priority and displayed more frequently. This prioritization ensures that advertisers who have paid for a higher share of the available ad space get their ads shown more often, resulting in better visibility and reach for their campaigns.

The maximum length of a pre-roll video is 15 seconds. Pre-roll videos are short advertisements that play before the main video content. They are meant to capture the viewer's attention quickly and deliver the message efficiently. Since people have short attention spans and may skip the ad if it is too long, a maximum length of 15 seconds ensures that the ad is concise and engaging enough to hold the viewer's interest.

The correct answer is because Web sites aren't easy to read on a mobile device. When running mobile banner advertising, it is important for the advertiser to have a landing page because traditional websites are often not optimized for mobile devices. Mobile screens are smaller and have different dimensions compared to desktop screens, making it difficult to read and navigate traditional websites. A landing page specifically designed for mobile devices ensures a better user experience, improves readability, and increases the chances of converting users into customers.

OAS does not use the same month of the previous year's history to calculate impression inventory for any upcoming month.

Open Ad Stream paces the campaigns throughout the day by dividing the daily goal into 15-minute goals. This means that the campaign's performance is monitored and adjusted every 15 minutes to ensure that it stays on track to meet the overall daily goal. By breaking it down into smaller intervals, Open Ad Stream can make real-time optimizations and adjustments to maximize the effectiveness of the campaign and ensure that it reaches its desired outcome.

The terms "100% SOV," "fixed," and "static" are all synonyms for roadblock. "100% SOV" refers to an ad placement that occupies the entire screen, "fixed" refers to an ad that remains in a specific position on the webpage, and "static" refers to an ad that does not change or move. All of these terms describe a roadblock, which is an advertising technique that blocks the entire screen or a significant portion of it to display a single ad.

The in-content banner is the correct answer because it is specifically designed to be embedded between the content of a news article digest. These ads are strategically placed where site visitors are looking, ensuring maximum visibility and engagement. The leaderboard, rectangle, and text links are also common ad units, but they do not specifically run between news article digests as the in-content banner does.

The question is asking for the cost of the landing page. The given information states that the standard rate for ROM banner ads is $15 CPM and if the advertiser wishes to target a specific section, the rate is $18 CPM. However, there is no mention of any additional cost for the landing page. Therefore, the cost for the landing page is free of charge.

When an advertiser purchases wallpaper on cleveland.com, they also purchase three ad units as part of the package. The three ad units included are leaderboard, rectangle, and sliding billboard. These ad units are displayed alongside the wallpaper on the left and right hand sides of the page, serving as a border to the news content. Therefore, the correct answer is leaderboard, rectangle, sliding billboard.

The mobile landing page may include "Click to call" to allow users to directly make a phone call, "Click to email" to enable users to send an email, and "Click to map" to provide directions or show the location on a map. These features enhance user experience and make it easier for users to interact with the business or website. "Click to buy" is not mentioned as a correct answer because it is not specifically mentioned in the given options.

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According to the Interactive Advertising Bureau, the online advertising format that generated the most revenue in 2011 was search.

Contextual targeting refers to the practice of targeting ads to specific sections or pages of a website based on the content of that section or page. In this case, if an ad runs on the Chagrin Falls news page, people from anywhere in the world who visit that page will see the advertiser's contextually targeted ad. Therefore, the statement is true.

The statement is false because the click-through rate (CTR) is a measure of the number of clicks an ad receives divided by the number of impressions it generates. It represents the percentage of people who click on an ad after seeing it. The CTR is not directly influenced by the frequency of ad exposure to an individual. In fact, excessive ad exposure can lead to ad fatigue, resulting in a decrease in CTR.

A click-within occurs when a viewer clicks on an ad but does not leave the current web page or navigate to another website or landing page. In other words, the viewer remains within the same web page after clicking the ad. This term is used to describe the action of clicking on an ad without resulting in a click-through to another webpage.

Online display ads are effective in driving traffic to advertisers' websites, as evidenced by an average increase of 46% in site traffic within one to four weeks after the ads are first displayed. This suggests that the impact of these ads goes beyond the click-through rate (CTR) metric, indicating that they are successful in attracting users to visit the advertised websites. Therefore, the statement "True" accurately reflects the information provided.

A text link is a hyperlink that appears as text within a webpage. The question is asking for the maximum number of letters and spaces that can be included in a text link. The correct answer is 75, which means that the text link can have a combination of up to 75 letters and spaces. This suggests that the text link can be quite lengthy and allows for a significant amount of information to be included within the link.

Minutes spent per visit is an audience engagement metric because it measures the amount of time visitors spend on a website during each visit. This metric indicates the level of interest and engagement users have with the site's content. Higher minutes spent per visit suggests that users are actively consuming the content and finding value in it, while lower minutes spent per visit may indicate a lack of interest or engagement. Therefore, tracking this metric helps to assess the effectiveness of the website in capturing and retaining the attention of its audience.

When an advertiser chooses the "shared send" option for purchasing an ad on the Real Deals email program, they pay $1,195 but do not receive text links on cleveland.com. They still receive up to 50 words of detail-oriented text, a static graphic of 135 x 135 pixels, and direct links to their website. This means that while they can still provide information about their business and direct traffic to their website, they do not have the additional benefit of having text links on cleveland.com.

The correct answer is a person. comScore defines a "unique visitor" as an individual person who visits a website or uses a mobile app. This metric is used to measure the number of distinct individuals who access a website or app, regardless of how many times they visit or how many devices they use. It helps in understanding the reach and engagement of a website or app among different individuals.