December 7, 2021

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Google Announces New Ads Creative Studio via @sejournal, @hoffman8

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Google announced the launch of a new tool for creative advertising tools, called “Ads Creative Studio”, which aims to unify multiple creative tools.

Ads Creative Studio will incorporate the following tools:

  • Director Mix (A tool that allows brands to create video assets at scale, which previously wasn’t available to all advertisers.)
  • Dynamic Display & HTML5 creation tools
  • Audio Mixer and Dynamic Audio tools
  • A Project Library

What Does This Change Mean?

The goal of this change is to make it easier to build out multiple content pieces.

The Ads Creative Studio will have separate libraries for assets, think of these as the building blocks for ads, and the project library, where the creators collaborate on ad creation.

Thanks to the asset library, it’s intended to streamline asset management. It can allow for one team to manage the raw assets, while another uses them to create advertisements.

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Likewise, one team could use the raw assets to make display ads while another uses them to make YouTube ads, and keeping everything in one place would make it easier to ensure that everyone is pulling from the same approved set of assets.

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For teams with stringent brand guidelines, the brand and creative teams may prefer to create the full assets and then pass them over to the media team. The beauty of this tool is that, since it is separate of the media platforms and tools, it should be low risk to allow creative managers edit access. In that scenario, they would then hand the ads over to the media teams to implement once they were finalized.

Ads will also be available to be used across projects, once created.

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Designed to Increase Collaboration

The Ads Creative Studio is designed to improve collaboration between creative and media teams.

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Teams can work together to collaborate on templates, implement design rules, and implement QA processes all through the new tool.

How Are Ads Deployed?

Once ads are created, they are able to be exported to Google Ads, Display & Video 360 and Campaign Manager 360 for use.

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The Future of Create with Google

In addition to the new tool, Google has announced that Create with Google has merged with Think with Google. Now all insights for creators and media teams will be hosted in the same place.

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