YouTube creative essentials Assessment Answers

adcerts.net

7 Mar 2018

YouTube creative essentials Assessment Answers
YouTube creative essentials Exam Answers

Explore creative strategies for telling effective brand stories on YouTube. Hear what works and what doesn’t, directly from the experts. Analyze your videos to see if you captured your audience’s attention.

Creative Advertising

Introducing YouTube creative essentials
Collect creative intelligence
Design unskippable ads
Tell your story in 6 seconds
Who’s behind that screen?
Reinventing storytelling
Unskippable experiments
Retain and entertain
Putting it all together

1.) How can you create video ads to maximize effectiveness on YouTube?

Repurpose your TV spots on YouTube – it’s all video
Cut your TV spot into :30 and :15 video ads
Build from the ground up rather than modifying your TV spot
Rebuild your TV spots into :30, :15 and :06 video ads

2.) Which demonstrates the “Direct” principle in the ABCDs?

Frontload the story arc
Consider quick cuts to keep the energy up
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

3.) What can Brand Lift measure?

View-through rate, watch time and drop-off percentage
Brand awareness, ad recall and consideration
Whichever metrics matter to your client
Impressions, clicks and reach

4.) How can you produce video ads to perform well on YouTube?

Frame widely and pace quickly
Frame tightly and pace quickly
Frame tightly and pace moderately
Frame widely and pace moderately

5.) Which demonstrates the “Brand” principle in the ABCDs?

Include a call to action (CTA)
Using tightly cropped shots of key people or products
Integrate your brand in natural usage in the first five seconds
Use friendly, relatable, and recognizable people

6.) Which demonstrates the “Brand” principle in the ABCDs?

Use natural, on-product integrations versus using forced logos or supers
Focus on framing
Frontload the story arc
Include a call to action (CTA)

7.) Your client’s main goal is to drive ad recall. Which creative consideration for Bumper ads supports these goals?

Brand toward the end of the ad
Include supers and voiceovers to reinforce your brand
Break the fourth wall–include a familiar face speaking directly to the camera
Moderate pacing–not too fast and not too slow

8.) Which YouTube storytelling technique describes when a video ad changes based on viewers’ behavior?

The direct shot
Tease, amplify, echo
The follow-up
The mini-series

9.) Which report shows how long a video was watched in aggregate?

Audience retention report
Analytics report
Audience report
Watch time report

10.) Which demonstrates the “Connect” principle in the ABCDs?

Include a call to action (CTA)
Frontload the story arc
Speak directly to viewers by breaking the fourth wall
Integrate your brand in natural usage in the first five seconds

11.) Which demonstrates the “Connect” principle in the ABCDs?

Frontload the story arc
Integrate your brand in natural usage in the first five seconds
Include a call to action (CTA)
Consider quick cuts to keep the energy up

12.) Which demonstrates the “Connect” principle in the ABCDs?

Include a call to action (CTA)
Include brand or product name in voiceover
Frontload the story arc
Make the audience laugh

13.) Which is a best practice for creating effective Bumper ads?

Don’t include branding
Build a single Bumper ad to convey your entire message
Cut down your :30 TV spot
Focus on a single product, feature, or brand message

14.) Which is a best practice for creating effective Bumper ads?

Don’t include branding
Budget time to establish the ad—and stick the landing
Do not include sound
Cut down your :30 TV spot

15.) In the “Tease, amplify, echo” approach, what role does a piece of long-form content serve?

Echoing your message
Amplifying your message
Teasing your audience
Segmenting your story

16.) According to Deloitte’s Digital Democracy Survey, approximately how many millennials and Gen Zers are bingeing content weekly.?

17.) According to Ipsos eye-tracking research, approximately how much TV advertising goes unseen?

18.) How have Bumper ads performed in Google-run studies?

They reach the same people as TrueView campaigns
They are effective in increasing ad recall only when consumers see multiple bumpers
They are effective on their own at driving ad recall and brand lift
They are less effective than longer form ads on YouTube

19.) Your client is an online car marketplace. Which targeting type can help your client’s campaign reach people in the car buying process?

Life Events
In-market audiences
Custom affinity audiences
Consumer patterns

20.) Which targeting type can help your client reach consumers who frequent department stores?

Consumer patterns
Life Events
Custom affinity audiences
In-market audiences

21.) Which story arc can be the most impactful on YouTube?

A shot of your brand up-front, then telling your story
A traditional story arc works best on YouTube – what works on TV, works on YouTube
An attention-grabbing opening and quick pacing
A lead-in, build, big reveal, and offer

22.) Which demonstrates the “Attract” principle in the ABCDs?

Show familiar faces at the beginning of your video
Build suspense by keeping the viewer in the dark until the end of the video ad
Have talent speak directly to camera
Show the brand in natural usage

23.) Which report provides insight into the many ways viewers find videos?

Audience report
Analytics report
Traffic sources report
Demographics report

24.) To validate a campaign idea, which tool can be used to explore popular search queries?