DoubleClick Dynamic Creative (DDC) for Media Agencies Exam
This exam covers the basics of DoubleClick Dynamic Creative for media agencies, including the basic capabilities of dynamic creative feeds, how to plan, set up, and launch dynamic campaigns, and how to choose and implement a dynamic creative strategy.
1.) True or False: There is a specific reporting template available for Dynamic creatives within DoubleClick Reporting, which will show you the clicks, CTR, impressions per dynamic row
- a) True
- b) False
2.) True or False: Audience lists are built from Floodlight activity and live in DCM. Each audience list is targeted to an Ad ID, which is entered into the dynamic feed and correlates each Dynamic creative iteration to a specific DCM audience list.
- a) True
- b) False
3.) Which of the following formats is NOT supported for Dynamic Creative?
- a) VAST
- b) VPAID
- c) Flash
- d) HTML5
- e) All of the above are supported
4.) If an Advanced Dynamic creative MPU has 10 iterations (feed rows), how many creatives will appear in DCM after QA approval?
- a) One creative will appear within the DCM Advertiser-level creative library, which will run the 10 iterations in accordance to any serving rules which have been set up in Studio.
- b) 10 creatives will appear within the DCM Advertiser-level creative library, and you’ll need to give the Dynamic Content manager each creative ID so they are added into the feed and work off of one creative shell.
- c) One creative will appear only within the DCM Campaign Level creative library. This campaign will then need to be set up as “Dynamic Campaign Enabled” by the Rich Media Solutions Consultant team at DoubleClick.
- d) 10 creatives will appear within the DCM Advertiser-level creative library, and you can assign them to one DCM Ad with optimization options.
- e) 10 creatives will appear within the DCM Advertiser-level creative library, and as you take away or add more iterations of the Dynamic creative, you’ll need to perform creative Merges in DCM.
5.) If your marketing campaign’s goal is focused on building brand awareness to upper-funnel audiences, which Dynamic creative targeting strategy would you use?
- a) Use dynamic rotation options to optimize to best performing creative iterations and drive performance.
- b) Use Product Level Remarketing to create on the fly bespoke creatives.
- c) Use Adwords remarketing list information to match creative copy with interests.
- d) Use Floodlight information to show the viewer’s preferred products from your website.
- e) None of these would be good strategies to employ.
6.) True or False: As the columns of a dynamic feed establish the creative dynamic code (AS2, AS3, Html5), these columns should not be renamed or changed after the code is pulled and added to the creative assets. Otherwise, it could break the creative from functioning correctly.
- a) True
- b) False
7.) You want to geo-target the creative’s headline and exit URL by the viewer’s location, and also be able to optimize the CTA and background color across the entire campaign. Can you do this using Dynamic creative?
- a) Yes, the setup of your dynamic feed within your profile can allow you to accomplish these goals.
- b) Yes, the setup of your DCM ad and placements can allow you to accomplish these goals.
- c) No, you’ll need to ask the creative developer to code this logic into the source files, as this strategy is not yet supported using Dynamic creative.
- d) No, you can’t break apart optimization strategies by different creative elements, as this will cause discrepancies in the rotation algorithm.
- e) None of the above would allow this set up
8.) Which types of columns can you select as additional reporting dimensions from Step 6 of the Dynamic Profile?
- a) Text field-types and Exit Urls
- b) Unique ID and Reporting Label
- c) DCM IDs and Text field-types
- d) Image Urls and Asset Library paths
- e) None of the above
9.) In a Dynamic creative campaign where audience segments are managed via a DSP (i.e. DoubleClick Bid Manager), and linked to specific DoubleClick Campaign Manager placements, which column should you add to your Dynamic Creative feed to ensure your ad-serving strategy is met?
- a) Placement ID
- b) Publisher macros
- c) Campaign ID
- d) Creative ID
- e) Ad ID
10.) True or False: There is a specific reporting template available for Dynamic creatives within DoubleClick Reporting, which will show you the clicks, CTR, impressions per dynamic row
- a) True
- b) False
11.) True or False: As the columns of a dynamic feed establish the creative dynamic code (AS2, AS3, Html5), these columns should note be renamed or changed after the code is pulled and added to the creative assets. Otherwise, it could break the creative from functioning correctly.
- a) True
- b) False
12.) From an Advanced Dynamic creative feed, there are two necessary rows, the ID and Reporting Label. Choose TWO answers which describe their functions best.
- a) ID is a unique number or text field which shouldn’t change throughout the campaign’s lifecycle even as other parts of the row change. This is the constant value in your reporting.
- b) Reporting Label is reportable and should be used to give the best indication to yourself, creative agency, and clients of the creative row when pulling reports.
- c) ID is a reportable number where you can add DCM IDs for filtering options.
- d) Reporting Label is reportable and controls the headlines of the creative. This is the master and default headline across all rows
- e) Reporting Label should use naming conventions which match up the creative iteration with 3rd party data across DSPs (such as DoubleClick Bid Manager)
13.) If your Dynamic creative needs frequency capping to control how many times a viewer may see an iteration of your ad, where can you set this up?
- a) Create a column in the feed called “Frequency” and ask the creative developer to select “frequency” as a data type in Studio. Use the corresponding rows to set up frequency caps using numbers as indicators.
- b) Frequency capping is a function established at the DCM ad level. To use this with Dynamic creatives, set up frequency capping in DCM for the ad with the Dynamic creative. Add an ad ID column in the feed to function as a filtering anchor from Studio.
- c) Frequency capping is a function establish at the creative level in the DCM interface. To use this with Dynamic creatives, set up frequency capping from DCM at the creative level. Add a creative ID column in the feed to function as a filtering anchor from Studio.
- d) Frequency capping is only ever a publisher-led function. To use this with Dynamic creatives, ask publishers to frequency cap when setting the DCM tags live from publisher-side ad server.
- e) None of the above, Frequency capping is not a feature of Dynamic creatives.
14.) If a colleague or client does not have Studio access, what are THREE ways you can provide previews of Dynamic creatives?
- a) Using a shareable HTML tag pulled from DCM.
- b) Asking the publisher to send a test page using tags pulled from DCM.
- c) Asking the creative agency/developer to send a publicly shared dynamic preview tearsheet link generated from Studio.
- d) Sending the source creative files to be opened and viewed from recipient’s computer.
- e) None of the above
15.) True or False: The rows in the feed represent the elements in the ad that are swapped out each time the ad is served (e.g. headline, CTA). The columns in the feed represent the creative content that will populate each iteration of the ad. To add new iterations, simply add new columns to the dynamic spreadsheet.
- a) True
- b) False
16.) You’re launching a Dynamic campaign across five countries (UK, FR, ES, IT, DE), and have three creative dimensions (Leaderboard, MPU, Skyscraper). What would be the minimum number of DoubleClick Campaign Manager tags you need to traffic and deliver to publishers?
- a) 5
- b) 15
- c) 3
- d) 1
- e) 2
17.) If your Dynamic creative needs sequential narrative rotation (where each impression seen by a viewer will bring on the next narrative row from the feed), how would you set this up?
- a) Add a column in the feed called ‘Sequence’ and ask the creative developer to select “sequential” as the data type in Studio. Use binary numbers to set up the sequence logic (0, 1, 10, 11, 100, 101, etc).
- b) Add a column in the feed called ‘Sequence’ and ask the creative developer to select “sequential” as the data type in Studio. Use numerical digits to set up the sequence logic (1, 2, 3, 4, 5, 6, etc).
- c) First, copy your DCM creatives as many times as rows needed in the sequence. Then, simply add a DCM creative ID column in your feed and add the unique creative IDs to each corresponding row. Now, set up the ad serving order within the DCM Ad level using 1, 2, 3, etc.
- d) To use this with Dynamic creatives, simply add the corresponding DCM Campaign level event tag pixel to each row in your feed.
- e) None of the above, sequential rotation is no a feature of Dynamic creatives.
18.) If you wanted to retain and upsell to existing customers or drive sales more proactively when viewers are at the closest point of purchase (lower funnel), what are some ways to do this using Dynamic creative along with DCM/DBM?
- a) Using Floodlight tags, which let you know exactly where the viewer was when they were on your site.
- b) Via past search history, by pulling in your DoubleClick Search data through DoubleClick Bid Manager.
- c) Via Google Analytics Premium site visitation lists through DoubleClick Bid Manager.
- d) Via AdWords remarketing lists through DoubleClick Bid Manager.
- e) All of the above targeting strategies could be used to run a successful remarketing campaign.
19.) What type of document does Dynamic creative support for use as a feed?
- a) Google Spreadsheet
- b) CSV
- c) XML
- d) All of the above
- e) None of the above
20.) Drag and Drop: What is the order of operational steps in the Dynamic Creative workflow when creating a new campaign? (answer with a, b, c, etc)
- a) Send for QA review
- b) Traffic creatives in DCM.
- c) Upload feed an match data types in Studio.
- d) A feed is set up with all needed columns added.
- e) Add dynamic code to Flash/Html5 source files, upload to Studio.
- f) Use Dynamic previews to test then publish dynamic profile for QA team to review published version.
21.) Which 2 types of rotation options can be implemented by adding different DCM creative IDs into the dynamic feed?
- a) Optimized rotation
- b) Random rotation
- c) Weighted rotation
- d) Sequential rotation
- e) All of the above
22.) IF your dynamic feed is filtering its rows on scheduled rules, what row should you include to ensure a rich media fall back?
- a) isDefault
- b) isActive
- c) TimeDate
- d) Unique_ID
- e) Reporting_Label
23.) How can you see rich media standard event counters (e.g. interaction rates, mouseover time, video play length) for a Dynamic creative when pulling a report?
- a) Pull a floodlight activities report from DCM Report Builder.
- b) Pull a creative assets report from DCM Report Builder.
- c) Pull a dynamic report in DCM Report Builder, and add ‘rich media counters’ from the custom metrics table.
- d) Pull a custom variable report from DCM Report Builder.
- e) Pull a rich media report in DCM Report Builder.
24.) What level of Geo-targeting is supported for targeting creative content based on the user’s location?
- a) City
- b) State
- c) Country
- d) Postcodes
- e) All of the above
25.) Targeting involves serving relevant content to viewers based on predefined strategies. DoubleClick Rich Media Dynamic creative enables you to use many strategies, including:
- a) Geo-targeting
- b) Date and/or time targeting
- c) DCM attribute targeting (i.e. retargeting via Floodlight tags, placement, ad, etc.)
- d) Targeting based on information passed from publisher/DSP (e.g. audience segment targeting)
- e) All of the above
26.) DoubleClick Rich Media Dynamic Creative enables you to develop one creative shell with placeholders for each of the desired dynamic elements, boosting ad trafficking efficiency and minimizing the development work. Which element can be made dynamic based on your feed logic?
- a) Animated swfs
- b) Videos
- c) Third-party tracking pixels
- d) Exit URLs
- e) All of the above
27.) Dynamic reports in DDM enable you to measure KPIs like impressions, clicks, and CTR. What are the two required columns you need to have in your feed to track performance by each row of content?
- a) isDefault and Unique_ID
- b) isDefault and Reporting_Label
- c) isActive and Reporting_Label
- d) isDefault and isActive
- e) Unique_ID and Reporting_Label