Streamlined trafficking workflows for responsive creatives

As users travel across screens with increasing frequency, advertisers need to show the best looking ads across displays. To easily build engaging ad experiences for various screen sizes, creative developers are turning to responsive HTML5 assets. 

To reduce trafficking complexity for cross-screen display campaigns, Campaign Manager allows you to:

  • Set multiple dimensions on display creatives with HTML5 assets.
  • Associate many creatives to a single display placement that supports multiple sizes. Placements can have many sizes, and the ads assigned to them need to have at least one creative of each size. You'll also need a default ad for every size supported by a placement. 
    • Note: Ads can have creatives with more sizes than an assigned placement, but only the creatives that match the placement size will serve. 
  • Use the Placement Pixel Size and Creative Pixel Size dimensions to report on the served placement and creative size.

Multi-sized placements will create one placement tag per dimension, so you can still send specific tags to your publisher per ad slot. You can sync these placements to Display & Video 360.

There’s no change to workflows for single-dimension creative/ad/placement assignment.

Sample trafficking steps

Here are two examples of how you can streamline your trafficking workflow and reduce the number of creatives, ads, and placements you need to set up in Campaign Manager. 

Example 1: Multiple image assets assigned to a single placement

Scenario: Let’s say you have three assets with the same creative message that you need to traffic. The only difference between them is their size:

  • 300x250
  • 728x90
  • 320x50

Old workflow: You’d start with three display creatives, one for each size. You’d assign each creative to an ad, and each ad to a different placement. The creatives and their assigned placements all have the same dimensions.

Placements Ads Creatives Assets

Placement A
(300 x 250)

Ad A
(300 x 250)

Creative A
(300 x 250)

Asset A
(300 x 250)

Placement B
(728 x 90)

Ad B
(728 x 90)

Creative B
(728 x 90)

Asset B
(728 x 90)

Placement C
(320 x 50)

Ad C
(320 x 50)

Creative C
(320 x 50)

Asset C
(320 x 50)

A single creative/ad/placement assignment for each asset. Each row has the same creative message but different dimensions.

New workflow: You’ll still set up three display creatives, one for each size. You’ll assign all of these creatives to the same ad, and then assign the ad to a single placement. Each creative has one dimension, but the ad and placement can have multiple dimensions.

Placements Ads Creatives Assets

Placement A
(300 x 250 and 728 x 90 and 320 x 50)

Ad A
(300 x 250 and 728 x 90 and 320 x 50)

Creative A
(300 x 250)

Asset A
(300 x 250)

Creative B
(728 x 90)

Asset B
(728 x 90)

Creative C
(320 x 50)

Asset C
(320 x 50)

Multiple creatives assigned to a single ad and placement. Each creative has different sizes, while the placement and ad have multiple sizes.

There’s no need to create multiple ads and placements to reflect the different dimensions of the creatives. This cuts down on the number of ads and placements that you need to set up in Campaign Manager.

Example 2: One creative for a responsive HTML5 asset

Scenario: Your creative developer built a responsive HTML5 asset in Google Web Designer. You know that this creative needs to serve in ad slots with the following dimensions:

  • 300x250
  • 728x90
  • 320x50

Old workflow: Since creatives could only have one size, you’d need to add a new display creative for every ad slot. You’d upload the same responsive HTML5 asset in each of these creatives. You’d assign each creative to an ad, and each ad to a different placement. The creatives and their assigned placements all have the same dimensions, even though the underlying asset is the same.

Placements Ads Creatives Assets

Placement A
(300 x 250)

Ad A
(300 x 250)

Creative A
(300 x 250)

Asset A
(responsive)

Placement B
(728 x 90)

Ad B
(728 x 90)

Creative B
(728 x 90)

Asset A
(responsive)

Placement C
(320 x 50)

Ad C
(320 x 50)

Creative C
(320 x 50)

Asset A
(responsive)

The same asset needs to be added to a creative for every size.

New workflow: You’ll set up a single display creative with the responsive HTML5 asset that has the three dimensions. You can assign this creative to a single ad and placement that also support all three dimensions.

Placements Ads Creatives Assets

Placement A
(300 x 250 and 728 x 90 and
320 x 50)

Ad A
(300 x 250 and 728 x 90 and
320 x 50)

Creative A
(300 x 250 and 728 x 90 and
320 x 50)

Asset A
(responsive)

A single creative, ad, and placement that all have multiple sizes supported by the underlying responsive HTML5 asset.

There’s no need to build multiple ads and placements to reflect the different dimensions supported by the responsive HTML5 asset. This cuts down on the number of creatives, ads, and placements that you need to set up in Campaign Manager.

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