Cleveland.Com Foundational Digital Certification Test

45 Questions

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This test covers digital audience metrics, terminology, revenue trends, ad sizes and basic digital and print/digital products, and other information specific to Advance Digital, cleveland. Com, The Plain Dealer and the NE Ohio market. This 50 minute timed test has a passing score of 75%.


Questions and Answers
  • 1. 
    Which ad unit is 728x90 pixels?
    • A. 

      Skyscraper

    • B. 

      Rectangle

    • C. 

      Leaderboard

    • D. 

      Half Page

  • 2. 
    Corner Peel and Sliding Billboard ads open automatically once per day per user.
    • A. 

      True

    • B. 

      False

  • 3. 
    ComScore defines a "unique visitor" as ...
    • A. 

      A person.

    • B. 

      A computer.

    • C. 

      An IP address.

    • D. 

      A household.

  • 4. 
    When a sliding billboard is closed, it is called by this name.
    • A. 

      Pencil ad.

    • B. 

      Corner peel.

    • C. 

      Roadblock.

    • D. 

      Wallpaper.

  • 5. 
    There are four display ad units that are capable of becoming "expandables." (Clue: Expandable ads cover content when they open.) The four units that can be sold as expandables are:
    • A. 

      Leaderboard, Rectangle, Banner, Sponsorship.

    • B. 

      Leaderboard, Half Page, Rectangle, Skyscraper.

    • C. 

      Leaderboard, Half Page, Rectangle, Sliding Billboard.

    • D. 

      Roadblock, Wallpaper, Sliding Billboard, Interstitial.

  • 6. 
    In order for an ad to be considered "rich media," the user must be able to do which of the following:
    • A. 

      Click through the ad.

    • B. 

      Move the ad.

    • C. 

      Share the ad with another user.

    • D. 

      Interact with the ad.

  • 7. 
    On Advance Internet sites, ad impressions can appear on pages that have not been downloaded to the computer by a person.   
    • A. 

      True

    • B. 

      False

  • 8. 
    The Omniture SiteCatalyst unique visitor number may be overstated for what reason?
    • A. 

      Cookie deletion.

    • B. 

      Flash cookies.

    • C. 

      Tracking pixels.

  • 9. 
    Cleveland.com visitors have disposable income, are homeowners, and are invested in the NE Ohio communities. They are well-educated with high household incomes. They are loyal to cleveland.com, spending more time with cleveland.com than any other local site or combination of local sites.
    • A. 

      True

    • B. 

      False

  • 10. 
    Which online advertising format generated the most revenue in 2011, according to the Interactive Advertising Bureau?
    • A. 

      Email.

    • B. 

      Search.

    • C. 

      Display/Banner.

    • D. 

      Classified Postings.

  • 11. 
    Which ad unit runs between news article digests? (Clue: These ads are embedded between content - and are placed where the site visitors are looking).
    • A. 

      Leaderboard.

    • B. 

      Rectangle.

    • C. 

      In-content banner.

    • D. 

      Text links.

  • 12. 
    Text links run ROS (run of site) in groups of four. What are the maximum number of letters and spaces in a text link?
    • A. 

      75

    • B. 

      65

    • C. 

      55

    • D. 

      45

  • 13. 
    The site sponsor position appears where on the page?
    • A. 

      On the left rail of the page.

    • B. 

      In the right hand of the header, below the leaderboard.

    • C. 

      On the lower center of the page.

    • D. 

      Anywhere above the fold.

  • 14. 
    Of the four answers below, three are ways that a site visitor can interact with an ad. Choose the three correct answers.
    • A. 

      View-through.

    • B. 

      Click-through.

    • C. 

      Click-within.

    • D. 

      Mouse-over.

  • 15. 
    Wallpaper appears on the left and right hand sides of the page as a border to the news content. At cleveland.com, when ad advertiser purchases wallpaper, they also purchase these three ad units as part of the package.
    • A. 

      Leaderboard, rectangle, home page half banner.

    • B. 

      Leaderboard, rectangle, sliding billboard.

    • C. 

      Leaderboard, rectangle, corner peel.

    • D. 

      Leaderboard, rectangle, half page.

  • 16. 
    By definition, a unique visitor is only counted once during the month, no matter how many times he/she visits the site.
    • A. 

      True

    • B. 

      False

  • 17. 
    Audience engagement metrics show whether or not the site's visitors are accessing a single page of the site and leaving or whether they read multiple pages and return often. Audience engagement metrics measure the interest and loyalty users have for that site. Audience engagement metrics include which of the following:
    • A. 

      SOV (Share of Voice).

    • B. 

      CTR (Click through rate).

    • C. 

      Minutes spent per visit.

    • D. 

      Household income.

  • 18. 
    Skyscrapers come in any of these four pixel sizes. The standard size is 160 x 600 pixels. cleveland.com charges the same CPM (cost per thousand) for any of the four ad sizes. Which of the following four sizes are considered skyscraper ads?
    • A. 

      160x600, 728x90, 160x400, 300x250

    • B. 

      160x600, 160x400, 160x240, 160x200

    • C. 

      428x60, 234x60, 120x60, 90x60

    • D. 

      120x600, 120x60, 170x30, 234x60

  • 19. 
    When a corner peel is purchased by an advertiser, the same advertiser also runs in the leaderboard position. 
    • A. 

      True

    • B. 

      False

  • 20. 
    On cleveland.com, corner peel ads and sliding billboard ads open automatically once per day per user. However, the user may want to open the ad again. What are some ways that an advertiser can program these ads to open again for the user? (Clue: There is more than one right answer).
    • A. 

      Mouse-over.

    • B. 

      Click-within.

    • C. 

      Click-through.

  • 21. 
    An interstitial is an ad that loads between two content pages and fills the browser as if it were a page.
    • A. 

      True

    • B. 

      False

  • 22. 
    Contextual targeting, also known as content targeting, means the ad is targeted to a particular section of the site or a page within the site. If an ad runs on the Chagrin Falls news page, people from anywhere in the world may read that page and see the advertiser's contextually targeted ad.
    • A. 

      True

    • B. 

      False

  • 23. 
    Which section of cleveland.com has the highest page views?
    • A. 

      Home page.

    • B. 

      News.

    • C. 

      Sports.

    • D. 

      Entertainment.

  • 24. 
    When an advertiser geographically targets an ad, it will reach only...
    • A. 

      The computers with IP addresses within the targeted area.

    • B. 

      People who live within the targeted area.

    • C. 

      People who work within the targeted area.

    • D. 

      People who are interested in news about that area.

  • 25. 
    By using day targeting or day part targeting, an advertiser may do which of the following? (Please choose only one answer).
    • A. 

      Run an ad only on Fridays.

    • B. 

      Run different creative during different parts of the day.

    • C. 

      Run an ad only during the morning hours.

    • D. 

      All of the above.

  • 26. 
    Remessaging within cleveland.com allows advertisers to "chase" visitors from one part of the site to another part of the site.
    • A. 

      True

    • B. 

      False

  • 27. 
    According to the cleveland.com rate card, at the 100,000 impressions or fewer level, which of these has the highest CPM (cost per thousand) rate?
    • A. 

      Rectangle running ROS (run of site).

    • B. 

      Skyscraper targeted to the news section.

    • C. 

      Leaderboard geographically targeted to Strongville, Ohio.

    • D. 

      Rectangle running on the home page.

  • 28. 
    Which of these ad units is not flat-rated, according to the cleveland.com rate card?
    • A. 

      Home Page DoubleStack (aka Half Page).

    • B. 

      Sliding Billboard.

    • C. 

      Metro Section Roadblock.

  • 29. 
    According to the cleveland.com rate card, video may be embedded in an online display ad for how much additional CPM (cost per thousand)?
    • A. 

      $2

    • B. 

      $4

    • C. 

      $6

    • D. 

      $8

  • 30. 
    If the CPM (cost per thousand) is $17.00 and the advertiser purchases 100,000 impressions at that rate, the total cost will be $1700.
    • A. 

      True

    • B. 

      False

  • 31. 
    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.
    • A. 

      True

    • B. 

      False

  • 32. 
    Why is share of voice (SOV) important?
    • A. 

      The greater the SOV, the more frequently the ad will be seen by the targeted audience.

    • B. 

      The greater the SOV, the larger the ad will appear.

    • C. 

      The higher the SOV, the lower the rate.

    • D. 

      The ad benefits by better targeting when the SOV is high.

  • 33. 
    Embedded video, running in a leaderboard, rectangle, half page, skyscraper or in-content banner, must comply with the following:
    • A. 

      The video must be in color.

    • B. 

      The video must be user-initiated.

    • C. 

      The audio must be user-initiated.

  • 34. 
    According to the DoubleClick Annual Report 2009 and the 2010 MediaMind study, the national average CTR (click through rate) for online display ads is ...
    • A. 

      .09% - .10%.

    • B. 

      .001% - .010%.

    • C. 

      .4% - 1.0%

    • D. 

      2% - 4%.

  • 35. 
    The more often an ad is seen by an individual, the higher the CTR (click through rate).
    • A. 

      True

    • B. 

      False

  • 36. 
    When a viewer clicks an ad but does not go to another Web site or landing page, it is called a ...
    • A. 

      Click-through.

    • B. 

      View-through.

    • C. 

      Mouse-over.

    • D. 

      Click-within.

  • 37. 
    View-through means that a viewer saw an ad and ...
    • A. 

      Clicked through to the advertiser's Web site.

    • B. 

      Didn't click, but visited the advertiser's Web site at a later time.

    • C. 

      Saved the ad to look at it again later.

    • D. 

      Purchased the product being advertised.

  • 38. 
    Advertisers who run online display ads received more traffic to their Web sites as a result of those ads than could be measured by CTR (click through rate) alone. Advertisers who ran online display ads saw a lift in site traffic, on average, of 46%, within one to four weeks after the first online display ad ran.
    • A. 

      True

    • B. 

      False

  • 39. 
    An offline action is any action taken by a viewer of the online ad after he or she walks away from the computer. Offline actions include: (1) calling the advertiser; (2) going to the store; and (3) purchasing the item.
    • A. 

      True

    • B. 

      False

  • 40. 
    Most people who see an online ad and purchase the advertised item or service do which of the following?
    • A. 

      Click through the ad to the advertiser's Web site.

    • B. 

      Visit the advertiser's Web site after seeing the ad.

    • C. 

      Don't click, don't view the Web site, just call or go to the store.

  • 41. 
    Open Ad Stream (OAS) is the system that Advance Digital uses to book and deliver online display ads. It manages the following: (Clue: There are several correct answers; please select all answers that are correct.)
    • A. 

      When ads run.

    • B. 

      Where ads run.

    • C. 

      How often ads are clicked.

    • D. 

      How often ads are seen.

    • E. 

      By whom ads are seen.

    • F. 

      How much ads are charged.

  • 42. 
    Open Ad Stream (OAS) uses the same month of the previous year's history to calculate impression inventory for any upcoming month.
    • A. 

      True

    • B. 

      False

  • 43. 
    When an impression campaign is scheduled into OAS, OAS divides the total impressions ordered by the number of days in the campaign and develops a daily goal. That daily goal is essential to which of the following reports?
    • A. 

      Campaigns in Crisis Report.

    • B. 

      Theorem Report.

    • C. 

      Omniture SiteCatalyst Report.

    • D. 

      Impact Ad Calendar Report.

  • 44. 
    The billing of impression ad campaigns is done by Open Ad Stream (OAS). The system automatically recalculates the advertiser's bill and only bills for impressions that actually ran.
    • A. 

      True

    • B. 

      False

  • 45. 
    If a campaign is underdelivering, the rep may choose to do any of the following (there is more than one correct answer).
    • A. 

      Add additional ad sizes.

    • B. 

      Expand the sections where the ad runs.

    • C. 

      Extend the end date.