Course 1:

Assessment

Question 1 of 14
Two key factors in the growth of digital video and video advertising on Twitter include:
 
Effectiveness of “watch with” video ad formats.
 
Increasing global bandwidth and an increase in user-generated content.
 
Increases in hours spent watching TV and an increase in smartphones in developing markets.
 
Overall trends in behavior shifting to consuming online video, and the effectiveness of Twitter video ad formats.
Question 2 of 14
Video on Twitter has become an increasingly cost-effective option, as we've recently seen a
 
21% year-over-year decline in make-goods due to ad verification
 
66% year over year decline in third party ad serving costs
 
Cost per engagement (CPE) reduction of 42% year-over-year
 
100% millennial share of voice
Question 3 of 14
Advertisers are challenged to reach an audience who will take action. Video on Twitter is an effective placement for driving action because
 
89% of people say Twitter influences their purchasing decisions, tying Twitter with Instagram and beating out YouTube and Facebook.
 
More than 50% of people on mobile devices are likely to respond to any ad within the first three seconds.
 
Every video ad has a call to action.
 
CPVs and CPMs are equally efficient at delivering an action-oriented audience.
Question 4 of 14
According to (Firefish & The Numbers Lab (2016), Promoted Video on Twitter stands out on media plans because
 
There is no character limit on branded Tweets.
 
TTB (Twitter Translate Brain) automatically translates ad copy in 27 languages reaching 99% of all people on Twitter with purchase intent.
 
60% of people agree that branded content on Twitter is trustworthy (significantly higher than on Facebook and Instagram).
 
76% of people on Twitter routinely click on >3 ads per month.
Question 5 of 14
When we refer to Twitter audiences as influential, this statement reflects the fact that people on Twitter are:
 
Accessing Twitter through iOS, which is the preferred device for Internet users who are known to click on the majority of digital ads.
 
+38% more likely to post opinions about brands and products than people on other social media platforms.
 
More likely to have >100 followers than on any other platform.
 
83% more likely to have viewed >3 videos in the past 30 days than people on other platforms.
Question 6 of 14
For brands that advertise on TV and want to reach a young audience, Twitter can
 
Drive up to 25% incremental reach for people ages 18-34 and who may not be consuming as much linear TV.
 
Guarantee 50% greater reach than linear TV.
 
Guarantee reach for cord-cutters who tune-in to TV from mobile apps like HBO Go.
 
Re-purpose creative content through commercial movie trailers.
Question 7 of 14
Among in-app ad impressions measured on Twitter, Moat has detected
 
A 4x increase in searches for “Twitter Ads”.
 
An increase in user-generated content on the platform.
 
That 99% of them are viewed by humans.
 
Significant increases in the size of retargeting lists.
Question 8 of 14
People come to Twitter to discover something new. This may be part of the reason that Video Website Cards beta test results show
 
A 10x increase in searches for advertiser hashtags.
 
That people are 50% more likely to Retweet the card.
 
Every impression was optimized for engagement.
 
A 2x higher CTR than the mobile video ad benchmark.
Question 9 of 14
Among in-app ad impressions measured on Twitter, Moat has detected
 
A 10x increase in searches for advertiser hashtags.
 
That people are 50% more likely to Retweet the card.
 
Every impression was optimized for engagement.
 
A 2x higher CTR than the mobile video ad benchmark.
Question 10 of 14
Formats supported by Conversational Video Ads include
 
3D + augmented reality
 
Video and images
 
Just video
 
Just images
Question 11 of 14
The Promoted Tweet Carousel is available on
 
Mobile only
 
Desktop only
 
Mobile + Desktop
 
iOS only
Question 12 of 14
One advantage of Twitter In-Stream Video Ads for traditional TV advertisers is that they
 
Are available in the self-serve ads tool.
 
Are automatically translated by Twitter Translation Brain (TTB).
 
Require no social presence or accompanying Tweet.
 
Run exclusively on user-generated content (UGC).
Question 13 of 14
First View ads can reach
 
Every person on Twitter that day.
 
Desktop users only.
 
Only an advertiser’s followers.
 
Every Direct Message sent.
Question 14 of 14
In-Stream Video Sponsorships run
 
Before a Direct Message.
 
As the first ad on everyone in a targeted country’s Twitter timeline.
 
Before video clips and/or live video from a single sponsored partner.
 
Against advertiser-selected video content categories.