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Enrich Storytelling with 
Beautiful and Smart Canvases 
Peter Crofut, Head of Creative Platforms Solutions Google.
Make your 
creative 
intelligent 
Target the 
audience 
Target the 
environment 
From 
advanced 
custom 
creative… 
…to th...
Every ad should be 
dynamic. 
Use audience signals 
to make your creative 
relevant.
Infusing audience data into the creative: 
Google Confidential and Proprietary 
• 3rd party data 
• 1st party data 
• Demo...
Nike “Phenomenal Shot” campaign brings 
dynamic strategies to brand awareness
Use environment 
signals to make 
creative engaging 
across screens. 
Every ad should be 
built in HTML5
Infuse environmental data into the creative: 
Google Confidential and Proprietary 
• Ad serving info 
• Device: pc, 
smart...
Elevate your standard 
ads to work across 
screens. 
Use tools designed for 
the Modern Web
Creative 
Media 
Media and creative 
relationship in 
digital display
Media and creative 
relationship in 
digital display 
(Note: This is a gif image)
Google Confidential and Proprietary 
Why should you care? 
Real-time Creative: Rich Media Creative: 
2x interaction 
rate ...
Make your creative 
intelligent 
Right 
person 
Right 
creative 
Right 
time
thinkLA Programmatic Summit 2014 Peter Crofut Presentation Slides
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thinkLA Programmatic Summit 2014 Peter Crofut Presentation Slides

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thinkLA Programmatic Summit 2014 Peter Crofut Presentation Slides

  1. 1. Enrich Storytelling with Beautiful and Smart Canvases Peter Crofut, Head of Creative Platforms Solutions Google.
  2. 2. Make your creative intelligent Target the audience Target the environment From advanced custom creative… …to the long tail of display creative
  3. 3. Every ad should be dynamic. Use audience signals to make your creative relevant.
  4. 4. 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:
  5. 5. Nike “Phenomenal Shot” campaign brings dynamic strategies to brand awareness
  6. 6. Use environment signals to make creative engaging across screens. Every ad should be built in HTML5
  7. 7. 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:
  8. 8. Elevate your standard ads to work across screens. Use tools designed for the Modern Web
  9. 9. Creative Media Media and creative relationship in digital display
  10. 10. Media and creative relationship in digital display (Note: This is a gif image)
  11. 11. Google Confidential and Proprietary Why should you care? Real-time Creative: Rich Media Creative: 2x interaction rate 50% increase in engagement
  12. 12. Make your creative intelligent Right person Right creative Right time

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