Practice 200 - Big Data: DAR

This assessment covers the necessary knowledge to effectively prove competency in Nielsen Greater China's 200 level practices

Assessment

Digital Ad Ratings reports on which key metrics?

  • GRPs
  • Impressions
  • Click-Through Rates
  • Unique Audience
  • On Target %
  • Reach
  • Frequency

Digital Ad Ratings provides which of the following benefits?

  • Delivers unique reach, frequency, GRP and suspicious activity across campaigns, by publisher and by placement
  • Provides online GRPs consistent with TV Ratings
  • Measures brand lift and engagement
  • Delivers results overnight with age & gender

Digital Ad Ratings considers an ad viewable if?

  • ...100% of its pixels are in view for at least 1 second
  • ...At least 10% of its pixels are in view for at least 5 consecutive seconds
  • ...At 50% of its pixels are in view for at least 1 second
  • ...At least 25% of its pixels are in view for at least 1 second
  • ...At least 50% of its pixels are in view for at least 5 consecutive seconds

Text Matching

  • Site Report
    What sites or Apps are performing best?
  • Audience Profile Report
    Demographic breakout of my audience
  • Trend Report
    Are improvements being made?
  • Geography Report
    Where are my impressions being served?

True or False?

  • Digital Ad Ratings is able to report metrics for computer-only impressions, mobile-only impressions, and impressions that occurred on both computer and mobile, as well as total digital.

In Flight

Knowledge Checkpoint - In-Flight Optimization

If an agency receives the above report on performance during their campaign, what recommendation should be made to optimize their campaign?

  • Reallocate budget from Placement 1 to Placement 2 to boost performance.
  • Nothing, it is up to the publisher to optimize the campaign.
  • Reallocate budget from Placement 2 to one of the other higher performing sites.

Who are the data providers for Digital Ad Ratings?

  • Google
  • Twitter
  • Tencent
  • Weibo
  • Alibaba
  • AOL

Which of the following errors does Nielsen's calibration factors account for?

  • User Profile Data Errors
  • Biases in the Sample
  • Type II Errors
  • Type I Errors
  • Attribution Errors

Which two data sources does Digital Ad Ratings use to measure age and gender? Select the correct two sources.

  • Tencent
  • National People Meter
  • Universe Estimate Survey
  • Yahoo

True or False

  • It is optional for Client Service to stay informed on the status of Digital Ad Ratings engagement.

Select the correct order for the 6 stages of the activation process.

  • Selling in and Contracting Digital Ad Ratings
  • Getting Ready and Assembling the Team
  • Kick-off Calls
  • Tag Creation and Tagging QA
  • Grant Client Permission to UI
  • Driving Client Usage and Adoption

How is DAR unique compared to other panel based digital ad measurement systems?

  • DAR is the only system that can measure Tencent
  • Put your answer option here

How is DAR unique compared to other panel based digital ad measurement systems?

  • DAR is the only system that can measure Tencent
  • DAR uses Tencent's single source userbase to measure unique audience (UA), instead of unique views (UV)
  • DAR uses big data (Tencent and Weibo registered users) to accurately determine who is clicking an ad
  • DAR can accurately determine how many people have seen the ad across screens (PC, mobile and both)
  • DAR provides automated overnight reporting

Which of the following is true about DAR methodology?

  • DAR uses an establishment survey of 50,000+ people to calibrate demographics in the universe
  • DAR can measure any ad on any site with no setup required
  • DAR work across PC, mobile browser and APP
  • DAR can measure any type of advertising including search and social

What are the key roles of a DAR champion?

  • Prioritise key clients within the vertical
  • Provide training and support as required
  • Keep the vertical team up to date with all developments
  • All of the above