By Ali Miller, Director - Product Management at Google
Captivating creatives remind us that great 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 beautiful ads and effective campaigns.
We’re introducing Ads Creative Studio, a unified home for Google’s creative advertising tools, to help you build compelling experiences for video, display and audio ads. Ads Creative Studio will allow creative teams to build and innovate together while increasing productivity and simplifying the overall process to bring 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 across products like YouTube, Display & Video 360 and Campaign Manager 360.
Specific features include:
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Director Mix, previously available to a limited group of advertisers, will allow you to customize your creative for different audiences by building out multiple versions of a YouTube video ad with swappable elements.
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Dynamic display and HTML5 are tools that allow you to generate customized and interactive creatives for Display & Video 360 and Campaign Manager 360.
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Audio Mixer and the recently announced dynamic audio offering allow you to build tailored audio ads for Display & Video 360 quickly and efficiently at scale.
Over time we’ll continue to add additional creative capabilities.
Creating one process across display, video and audio
Ads Creative Studio aims to streamline the many processes creative teams are accustomed to when building out different ad types. We’re introducing a new project library that centralizes creative asset construction and management. From the project library, you can create and manage video, display and, soon, audio creatives. You can collaboratively organize and use assets of all types from the asset library, allowing one team to maintain the creatives while another utilizes them in display and video campaigns.
We’ve also re-designed the process to build creatives across ad types, so you can easily generate variations that are customized to your audience. In this new unified workflow, you’ll specify which creative elements within your ad should be customized, and then adapt the message of each element to be relevant for each audience. This means you can use a common workflow across video, display and audio ads to easily create tailored messages.
Improving collaboration across teams
Ads Creative Studio can improve collaboration across and within media and creative teams. To make it easier for creative teams, multiple users can now work together on the same project. Your team can collaborate on template creation, design rules for matching ads with the right audiences, and finalize a project through review and QA, all within the same tool. The template and asset libraries also allow multiple creative users to reuse resources across projects.
Once the creative process is complete and you are ready to hand off the assets to the media team, the export flow minimizes 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.
Mitchell Pok, Director, Creative Services & Technology at MightyHive and an early tester said, “The initial experience with Ads Creative Studio has been really promising; the potential for the platform to make creative production across teams and formats seamless and efficient is a game changer.”
For brands, Ads Creative Studio allows you to consolidate and collaborate across 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 customers our goal is to help improve operational efficiency, reduce barriers and make it easier to scale ads across channels.
Ads Creative Studio will be available in beta to Display & Video 360 customers at the end of July and to select YouTube Ads customers in September. Additional features will be made available to a wider group of users over the following months.
Building creative solutions that work for you
In addition to Ads Creative Studio, we are also providing inspiration and resources to help to make your creative more powerful. Create with Google has merged with Think with Google, to become Think with Google’s new destination for creativity. This new destination brings you the creative insight, inspiration, and tools you need to make effective creative work — all in one place.
With Ads Creative Studio and Create with Google, we hope to provide your creative teams inspiration and help them work better together. We look forward to seeing what you as creators dream up, imagine and design for your next creative masterpiece.
This post was initially published on Google's blog page.
