Google Confidential and Proprietary
Creative in the Age of Data
Peter Crofut
Head of Creative Platforms Solutions, Google
Google Confidential and Proprietary
30%
Internet traffic
is on mobile
The world we live in:
49%
Growth in
RTB
30%
Brand $$...
Google Confidential and Proprietary
Creative accounts for the majority of
campaign’s performance, yet it still takes a
bac...
Google Confidential and Proprietary
The evolution of digital creative
Mortgage Rates on the Fall!
$520,000 Mortgage offere...
Google Confidential and Proprietary
Creative has entered the digital age
Google Confidential and Proprietary
Google Confidential and Proprietary
How to infuse creative with data:
Information
about the
Audience
Information
about the...
Google Confidential and Proprietary
Infusing audience data into the creative:
• 3rd party data
• 1st party data
• Demograp...
Google Confidential and Proprietary
Infuse environmental data into the creative:
• Ad serving info
• Device: pc,
smartphon...
Google Confidential and Proprietary
Why do you care?
Google Confidential and Proprietary
2x interaction
rate
50% increase
...
Google Confidential and Proprietary
Thank You!
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Roundtables & Town Hall: "Creative in the Age of Data"

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Roundtables & Town Hall: "Creative in the Age of Data"

  1. 1. Google Confidential and Proprietary Creative in the Age of Data Peter Crofut Head of Creative Platforms Solutions, Google
  2. 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. 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. 4. Google Confidential and Proprietary The evolution of digital creative Mortgage Rates on the Fall! $520,000 Mortgage offered below $500/Month! SSN Not Required! LowerBillAlien.com 1. What State? 2. What Rate? 3. Credit Level Out of This World Payment Calculation Ad from 2010 Ad from 2013 Don’t Have Time to Go Back to School 1. What State? DegreeRobot.com Graduate Online in Only 18 Months!!! Check out Online Degrees
  5. 5. Google Confidential and Proprietary Creative has entered the digital age Google Confidential and Proprietary
  6. 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. 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. 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. 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:
  10. 10. Google Confidential and Proprietary Thank You!

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