Your client, who owns a vegan foods online store, is ready to roll out a video campaign. They only have companion ads ready to serve.What would you advise them to do?

Analysis of Correct Answer(s)

A companion ad is a display or rich media creative that is designed to serve in a display ad slot on the same page and at the same time as a primary in-stream video ad. Critically, a companion ad cannot serve on its own within a video placement; it requires the main video creative to be present.

Therefore, the advice to "begin the campaign with companion ads" implies a strategic pivot. The companion creatives, which are often in standard display formats (e.g., 300x250), can be trafficked and run in standard display placements as a temporary measure. This approach allows the client to maintain some brand presence and campaign momentum while waiting for the video assets to be completed. It is a proactive solution that makes use of available assets rather than halting all activity.

Analysis of Incorrect Options

• Cancel the entire campaign: This is an overreaction. A delay in receiving creative assets is a common operational issue and does not typically warrant the complete cancellation of a planned campaign.
• Delay the entire campaign: While this is a safe and technically sound option, it brings all campaign momentum to a stop. In an exam context, an answer that proposes a proactive, interim solution is often favored over one that simply pauses all activity.
• Cancel the video ad placements, but proceed with the companion ads: The word "cancel" is too definitive. The client still intends to run the video portion of the campaign once the ads are ready. Pausing or delaying the video placements is more appropriate than canceling them permanently.