Today we’re going to focus on a slightly different use case: Studio Layouts helps you easily extend a campaign’s reach across channels and devices.
Let’s imagine a large auto company. These days, even though they are increasing their spend online, they still probably allocate more than 50% of their budget to TV and print.* So their creative agencies are already building beautiful assets for TV and print, but these assets probably aren’t getting used to their fullest online. The company’s online campaigns likely contain only standard flash or image ads, with a couple rich media ads thrown in.
Let’s imagine a large auto company. These days, even though they are increasing their spend online, they still probably allocate more than 50% of their budget to TV and print.* So their creative agencies are already building beautiful assets for TV and print, but these assets probably aren’t getting used to their fullest online. The company’s online campaigns likely contain only standard flash or image ads, with a couple rich media ads thrown in. Layouts enables them to re-use those beautiful assets in online rich media ads and get more mileage out of all the work they put into that creative. Because it takes hardly any time to build an ad using Layouts, and because all you have to do is upload your existing image and video assets into the tool, you can build many more units for digital, reusing the assets you’ve spent so much time to create and garnering more impressions for those messages. Plus you get the larger file size and expanded canvas that a standard ad just can’t provide, so you have adequate space for those big, shiny creative assets.
Additionally, Layouts offers HTML5 formats, which ingest the same assets as Flash, meaning you can take the image and video assets you have, upload them into an HTML5 Layout, and suddenly have a campaign that is accessible on smartphones and tablets. In this way, you reach a whole new set of users.
So a video that may have originally been intended for TV can get repurposed into both flash and HTML5 rich media ad units that can be served across the internet on desktop, mobile and tablet devices, exponentially increasing the total number of people who see the creative.
Posted by Becky Chappell, Product Marketing, DoubleClick
*http://www.marketingcharts.com/wp/television/traditional-media-share-of-global-ad-spend-expected-to-gradually-decline-29068/
Posted by Becky Chappell, Product Marketing, DoubleClick
*http://www.marketingcharts.com/wp/television/traditional-media-share-of-global-ad-spend-expected-to-gradually-decline-29068/
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