thinkLA Programmatic Summit 2014 Peter Crofut Presentation Slides

Enrich Storytelling with

Beautiful and Smart Canvases

Peter Crofut, Head of Creative Platforms Solutions Google.

Make your

creative

intelligent

Target the

audience

Target the

environment

From

advanced

custom

creative…

…to the

long tail of

display

creative

Use audience signals

to make your creative

relevant.

Every ad should be

dynamic.

Google Confidential and Proprietary

Infusing audience data into the creative:

• 3rd party data

• 1st party data • Demographics

• Location

• Previous behavior

on websites

Alter the headline

call to action, image,

or assets of the ad

unit to ensure the

message resonates

with the individuals

Get this info from:

It comes in the form of:

Use this info to:

Google Confidential and Proprietary

Nike “Phenomenal Shot” campaign brings

dynamic strategies to brand awareness

Use environment

signals to make

creative engaging

across screens.

Every ad should be

built in HTML5

Google Confidential and Proprietary

Infuse environmental data into the creative:

• Ad serving info• Device: pc,

smartphone, tablet

• Context: mobile

web, mobile app

• Content: site where

the ad is located

Alter the creative

size, interaction

mode, assets,

narrative of the ads to

match the device and

the context

Get this info from:

It comes in the form of:

Use this info to:

Google Confidential and Proprietary

Elevate your standard

ads to work across

screens.

Use tools designed for

the Modern Web

Creative

Media

Media and creative

relationship in

digital display

Media and creative

relationship in

digital display

(Note: This is a gif image)

Google Confidential and Proprietary

Why should you care?

Google Confidential and Proprietary

2x interaction

rate

50% increase

in engagement

Real-time Creative: Rich Media Creative:

Make your creative

intelligent

Rightperson

Rightcreative

Righttime