Savvy advertisers know they need to pair smart creative with their media buying strategies, to accomplish successful digital campaigns. Today, we're making it easier than ever to do just that with 13 new tools across our DoubleClick Creative Solutions. These updates help advertisers succeed with four key creative + media pairings:
1. Powerful creative management tools support large-scale campaigns
2. Dynamic creative tools support programmatic media buys
3. HTML5 and in-app creative tools support mobile ad targeting
4. In-stream video tools support video ad targeting
Pairing #1: Powerful creative management tools support large-scale campaigns
Display campaigns are getting larger and more complex. To keep up, creative agencies need tools that help them build ads to suit every shape and size required by that campaign, in a fast and seamless way.
Asset Library is a creative management layer launching today in DoubleClick Studio and rolling out across the DoubleClick Digital Marketing platform in the next couple quarters. Asset Library allows advertisers to host assets for free in DoubleClick and easily manage and bulk update creative, even in live campaigns, without having to re-traffic them.
“We have cut our development time considerably using Asset Library as part of our daily work flow. It's hard to imagine how we survived without it.” ~ Michael Douglas, Head of Production, SapientNitro
Pairing #2: Dynamic creative tools support programmatic media buys
Advertisers can use the audience information from their media buy to craft relevant ads for every viewer. Our new dynamic tools focus on making the process easier to manage:
- A lightweight version of dynamic creative for retail and hotel clients is available in DoubleClick Bid Manager (Premium US users). Use six HTML5 templates to build dynamic ads that are aligned with the programmatic media buy. They work for Facebook right-hand side inventory too!
- Advertisers can now pull their Google Merchant Center Feed into a dynamic remarketing creative in both DoubleClick Studio and DoubleClick Bid Manager. This makes it much easier to build complex retail campaigns without having to re-input the data.
- Understand which products in your dynamic ad lead to which website conversions, using the new u-reporting feature in DoubleClick Studio.
Pairing #3: HTML5 and in-app creative tools support mobile ad targeting
To show a successful ad unit on mobile and tablet placements, you have to build HTML5 ad creatives in formats that work well on smaller screens.
- Build mobile-compatible ads in minutes, with 20 new HTML5 and in-app Studio Layouts.
- To build more custom HTML5 ads, agencies can use Google Web Designer and then publish their ads in one click to DoubleClick Studio.
- For a dynamic creative campaign, DoubleClick Studio supports HTML5 dynamic creative, so advertisers can ensure their real-time messages reach consumers wherever they are.
- Publish with confidence: DoubleClick supports MRAID 2.0 (the IAB’s latest mobile in-app standard) and has certified over 90 of the largest publishers and networks, to make sure their websites will support DoubleClick in-app ads.
Make your TV commercials work for digital by building in interactivity. Serve your video ads alongside the rest of your digital campaign so that your data and reporting are consolidated. This can lead to better campaign insights.
- Our new VPAID Layout lets you easily build interactive in-stream video ads (VPAID). Simply upload your video asset and add interactive elements to create a complex ad unit in minutes.
- You can also ensure people have a smooth viewing experience with your mobile video ads. DoubleClick Campaign Manager will transcode and segment your videos so they can be served in a file size that will load on the viewer’s mobile connection (3G, 4G or wifi). The video can even be altered on the fly, if the connection changes during playback.
Digital campaigns are nuanced and complex, so having the right support resources at your disposal is important. We built the Creative Recommendation Tool to help you identify the best product to use based on your project’s resources. We’ve also integrated Chat Support into the Studio UI, so you can get in touch with a real person immediately, get your problem solved and get on with your work.
While advertisers may be focused on scaling campaigns across big bets like mobile, video and programmatic, smart creative is a critical element of every successful campaign and can’t be an afterthought. Advertisers will achieve the best results when they combine creative strategies with media strategies from the outset of their campaigns.
Over the next few days, we’ll dive into each of the four creative strategies listed above, to provide best practices for combining creative and media strategies in your campaigns. Stay tuned!
Posted by Becky Chappell, Product Marketing Manager, DoubleClick Creative Solutions