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4 Creative Must-Haves to Pair with Your Media Buying Strategies at DAS, 10/22/14

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Peter Crofut from DoubleClick's presentation from Digiday Agency Summit on October 22, 2014.

Published in: Marketing
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4 Creative Must-Haves to Pair with Your Media Buying Strategies at DAS, 10/22/14

  1. 1. 4 Creative Must-haves to pair with your Media Buying Strategies Peter Crofut, Head of Creative Platforms Solutions, Google
  2. 2. 4 creative must-haves to pair with your media buying strategies 1 2 3 4
  3. 3. Powerful creative management tools support large-scale campaigns 1 • Build new ads quickly • Manage and update creative • Preview ads in the right environment • Hand off ads directly to ad traffickers • Communicate early and often
  4. 4. Dynamic creative tools support programmatic media buys 2 • Dynamic Creative can work for brand awareness campaigns in addition to direct response campaigns.
  5. 5. Nike “Phenomenal Shot” campaign brings dynamic strategies to brand awareness
  6. 6. HTML5 and in-app creative tools support mobile ad targeting 3 • Build in HTML5 • Build for apps • Use device form-factor
  7. 7. Burberry “Kisses” campaign takes advantage of device form-factor
  8. 8. HTML5 and in-app creative tools support mobile ad targeting 3 • Build in HTML5 • Build for apps • Use device form-factor • Use geo-location
  9. 9. In-stream video tools support video ad targeting 4 • Build interactive in-stream video
  10. 10. Cadillac creates a micro-site experience within their video ad unit
  11. 11. In-stream video tools support video ad targeting 4 • Build interactive in-stream video • Serve the right video ad
  12. 12. 4 creative must-haves to pair with your media buying strategies
  13. 13. Thank you!

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