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

1. 4 Creative Must-haves to
pair with your Media
Buying Strategies
Peter Crofut, Head of Creative Platforms Solutions, Google

3. 4 creative must-haves to pair with your
media buying strategies
1 2
3 4

4. 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

5. Dynamic creative tools support
programmatic media buys
2
• Dynamic Creative can work for
brand awareness campaigns
in addition to direct response
campaigns.

6. Nike “Phenomenal Shot” campaign brings
dynamic strategies to brand awareness

7. HTML5 and in-app creative tools
support mobile ad targeting
3
• Build in HTML5
• Build for apps
• Use device form-factor

8. Burberry “Kisses” campaign takes
advantage of device form-factor

9. HTML5 and in-app creative tools
support mobile ad targeting
3
• Build in HTML5
• Build for apps
• Use device form-factor
• Use geo-location

10. In-stream video tools support
video ad targeting
4
• Build interactive in-stream video

11. Cadillac creates a micro-site experience
within their video ad unit

12. In-stream video tools support
video ad targeting
4
• Build interactive in-stream video
• Serve the right video ad

13. 4 creative must-haves to pair with your
media buying strategies

14. Thank you!