A creative hub for Google’s creative advertising tools?

“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.” – Jef I. Richards

“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,” says Google.

With that in mind, Google has announced the launch of a central hub for its creative advertising tools called Ads Creative Studio. This new hub will unify tools previously spread across Google products such as YouTube, Display & Video 360 and Campaign Manager 360.

Google’s Ads Creative Studio will include – 

  • Director Mix. Advertisers will be able to create customised videos at scale by swapping out different elements to ensure the content is personalised and tailored to specific audiences. You can find more information here.
  • Dynamic Display & HTML5 Creatives. Both tools will allow advertisers to generate customised and interactive creatives for Display & Video 360 and Campaign Manager 360. For more details on the dynamic display click here, for HTML5 creatives here
  • Audio Mixer. The recently announced dynamic audio + Audio Mixer will offer advertisers an easy, quick and efficient way to build tailored audio ads for Display & Video 360. For more info about Audio Mixer click here.
  • A new project library. It centralises creative asset construction and management. (See image below.)

Should you care? Having all of Google’s creative advertising tools consolidated in one place – the Ads Creative Studio – will make the use and effectiveness of said tools much more efficient for advertisers and improve operational efficiency since they won’t waste time finding them in different places. Furthermore, the Ads Creative Studio will enable multiple users to work on the same project if collaboration is required. 

Availability: In beta to Display & Video 360 users at the end of July and to select YouTube Ads users in September. Additional features will be made available to a wider group in the months to come.

Final Thoughts

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Adi Angelova

Author Adi Angelova

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