This is the third post in a series about Display & Video 360 innovations.
Display & Video 360 is organized around five integrated modules that work together to simplify the end-to-end campaign process: Campaigns, Audiences, Creatives, Inventory and Insights. Today we’ll explore new features of the Creatives module, where you can design, produce and manage all of your ads.
Give creative a seat at the table
Great ads are born when the creative, data, and media teams align on what to say and how to say it. This is why we are so excited about Creative Workspace — the foundation of the Creatives module in Display & Video 360. For the first time, creative teams can work on custom rich media and data-driven creative in the same interface as media and data teams.
With the Creative Workspace, you can invite creative teams to collaborate with other teams in Display & Video 360 using two new roles.
- First, you can add a creative admin, which is usually a producer or creative agency lead.
- The admin can then invite other creative team members, such as producers, designers, developers, art directors, and copywriters, and manage their access as creative users.
With the Creative Workspace, you can invite creative teams to collaborate with other teams in Display & Video 360 using two new roles. First, you can add a creative admin, which is usually a producer or creative agency lead. The admin can then invite other creative team members, such as producers, designers, developers, art directors, and copywriters, and manage their access as creative users.
The creative user role allows you to share relevant insights with creative agencies, while keeping some of the more sensitive data like fees and media prices for just those who need it. This allows creatives to build more tailored ad experiences as the media plan gets developed. At the same time, creative teams can easily preview formats, designs and strategies with media teams as they are being developed, so they can get early feedback and ensure there is alignment.
Build better data-driven creative in Display & Video 360
Designers and developers can build custom, data-driven creatives directly in the Creative Workspace using the new Ad Canvas — a visual workflow for dynamic ad creation
Data-driven creatives are ads that tailor the look and feel of an ad based on specific signals such as time of day or audience — and research shows that programmatic campaigns using data-driven creative often perform better than those that do not. We recently expanded the types of signals available to customize ads to also include Affinity and In Market audiences created by Google. With these options, your team can now reach consumers who are likely to have a particular interest with a more relevant message. Ad Canvas also integrates with Google Web Designer, which helps your creative team manage custom designs, speed up data-driven setups, and truly scale their creative development.