thinkla programmatic summit 2014 peter crofut presentation slides
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thinkLA Programmatic Summit 2014 Peter Crofut of Google Presentation SlidesTRANSCRIPT
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