GreenSEO April 2024: Join the Green Web Revolution
Roundtables & Town Hall: "Creative in the Age of Data"
1. Google Confidential and Proprietary
Creative in the Age of Data
Peter Crofut
Head of Creative Platforms Solutions, Google
2. Google Confidential and Proprietary
30%
Internet traffic
is on mobile
The world we live in:
49%
Growth in
RTB
30%
Brand $$
on digital
Google Confidential and Proprietary
3. Google Confidential and Proprietary
Creative accounts for the majority of
campaign’s performance, yet it still takes a
back-seat to media.
Media Creative
4. Google Confidential and Proprietary
The evolution of digital creative
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1. What State?
2. What Rate?
3. Credit Level
Out of This World
Payment
Calculation
Ad from 2010 Ad from 2013
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5. Google Confidential and Proprietary
Creative has entered the digital age
Google Confidential and Proprietary
6. Google Confidential and Proprietary
How to infuse creative with data:
Information
about the
Audience
Information
about the
Environmen
t
Google Confidential and Proprietary
7. Google Confidential and Proprietary
Infusing audience data into the creative:
• 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:
Google Confidential and Proprietary
8. Google Confidential and Proprietary
Infuse environmental data into the creative:
• 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:
Google Confidential and Proprietary
9. Google Confidential and Proprietary
Why do you care?
Google Confidential and Proprietary
2x interaction
rate
50% increase
in engagement
Real-time Creative: Rich Media Creative: