Roundtables & Town Hall: "Creative in the Age of Data"
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Creative in the Age of Data
Peter Crofut
Head of Creative Platforms Solutions, Google
2. Google Confidential and Proprietary
30%
Internet traffic
is on mobile
The world we live in:
49%
Growth in
RTB
30%
Brand $$
on digital
Google Confidential and Proprietary
3. Google Confidential and Proprietary
Creative accounts for the majority of
campaign’s performance, yet it still takes a
back-seat to media.
Media Creative
4. Google Confidential and Proprietary
The evolution of digital creative
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5. Google Confidential and Proprietary
Creative has entered the digital age
Google Confidential and Proprietary
6. Google Confidential and Proprietary
How to infuse creative with data:
Information
about the
Audience
Information
about the
Environmen
t
Google Confidential and Proprietary
7. 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
8. 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
9. Google Confidential and Proprietary
Why do you care?
Google Confidential and Proprietary
2x interaction
rate
50% increase
in engagement
Real-time Creative: Rich Media Creative:
