Captivating creatives remind us that good advertising is an art form and a competitive advantage for brands. Technology is fundamental to the creative process, but designers, agencies, brands and media planners are looking for better ways to work together to create engaging ads and effective campaigns.
Introducing Ads Creative Studio, a unified home for Google’s creative advertising tools, to help you create engaging experiences for video, display, and audio ads. Ads Creative Studio will allow creative teams to create and innovate together while increasing productivity and simplifying the overall process of bringing a great ad to life.
A unified home for creative tools
In the past, you may have had to work with multiple Google teams and products to get the creative tools you need. Now, Ads Creative Studio will bring together a number of creative tools previously found in products like YouTube, Display & Video 360 and Campaign Manager 360.
Specific features include:
- Director Mix , which was previously available to a limited group of advertisers, will allow you to customize your creative for different audiences by creating multiple versions of a YouTube video ad with interchangeable elements.
- The dynamic display and HTML5 are tools that allow you to generate interactive and personalized creatives for Display & Video 360 and Campaign Manager 360.
- Audio Mixer and the newly announced dynamic audio let you create custom audio ads for Display & 360 video quickly and efficiently at scale.
Over time, we will continue to add additional creative capabilities.
Creating a screen, video and audio process
Ads Creative Studio aims to streamline the many processes that creative teams are accustomed to when creating different types of ads. Introducing a new project library that centralizes the construction and management of creative assets. From the project library, you can create and manage videos, screens, and soon, audio creatives. You can collaboratively organize and use assets of all types from the asset library, allowing one team to maintain creatives while another uses them in display and video campaigns.
Project library in Ads Creative Studio
We’ve also redesigned the process for creating creative across all ad types, so you can easily generate custom variations for your audience. In this new unified workflow, you’ll specify which creative elements within your ad should be personalized and then tailor the message of each element to be relevant to each audience. This means you can use a common workflow across video, display, and audio ads to easily create personalized messages.
Improving collaboration between teams
Ads Creative Studio can improve collaboration between and within media and creative teams. To make things easier for creative teams, multiple users can now work together on the same project. Your team can collaborate on template creation, design rules to match ads to the right audiences, and finalize a project through review and quality assurance, all within the same tool. Template and asset libraries also allow multiple creative users to reuse assets across projects.
Project library in Ads Creative Studio
Once the creative process is complete and ready to deliver assets to the media team, the export flow minimizes the complexities and errors that can occur with these large-scale projects. Ads Creative Studio allows you to export to all relevant Google advertising products: Google Ads, Display & Video 360 and Campaign Manager 360.
An example of exporting from Ads Creative Studio to Display & Video 360
Mitchell Pok, director of technology and creative services at MightyHive and one of the first testers, said: “The initial experience with Ads Creative Studio has been really promising; “The platform’s potential to make creative production across all teams and formats seamless and efficient is a game-changer.”
For brands, Ads Creative Studio allows you to consolidate and collaborate between creative and media teams while giving them control over what content and campaign data is shared. For creative partners, it’s a one-stop shop to discover, build and iterate on innovative display, audio and video formats. And for all clients, our goal is to help improve operational efficiency, reduce barriers, and make it easier to scale ads across all channels.
Ads Creative Studio will be available in beta for Display & Video 360 at the end of July and for select YouTube Ads customers in September. Additional features will be available to a broader group of users in the coming months.
Building creative solutions that work for you
In addition to Ads Creative Studio, we also provide inspiration and resources to help make your creativity more powerful. Create with Google has merged with Think with Google to become the new Think with Google creativity destination. This new destination gives you the creative vision, inspiration and tools you need to do effective creative work, all in one place.
With Ads Creative Studio and Create with Google, we hope to provide inspiration to your creative teams and help them work better together. We look forward to seeing what you, as creators, dream, imagine and design for your next creative masterpiece.
By Ali Miller. Read the original article here.
