thinkLA Programmatic Summit 2014 Peter Crofut of Google Presentation Slides

1. Enrich Storytelling with
Beautiful and Smart Canvases
Peter Crofut, Head of Creative Platforms Solutions Google.

3. Make your
creative
intelligent
Target the
audience
Target the
environment
From
advanced
custom
creative…
…to the
long tail of
display
creative

4. Every ad should be
dynamic.
Use audience signals
to make your creative
relevant.

5. Infusing audience data into the creative:
Google Confidential and Proprietary
• 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:

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

7. Use environment
signals to make
creative engaging
across screens.
Every ad should be
built in HTML5

8. Infuse environmental data into the creative:
Google Confidential and Proprietary
• 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:

9. Elevate your standard
ads to work across
screens.
Use tools designed for
the Modern Web

10. Creative
Media
Media and creative
relationship in
digital display

11. Media and creative
relationship in
digital display
(Note: This is a gif image)

12. Google Confidential and Proprietary
Why should you care?
Real-time Creative: Rich Media Creative:
2x interaction
rate
50% increase
in engagement

13. Make your creative
intelligent
Right
person
Right
creative
Right
time