Topic: creative production
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Google Ads uses generative AI to resize Performance Max videos
Google Ads is rolling out a generative AI feature for Performance Max video campaigns that automatically adapts existing creative into missing aspect ratios (e.g., vertical, square), enabling broader inventory placement without new production costs. Advertisers can opt out of this AI-driven asset...
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Beyond AI: The future direction of martech
AI dominates the current martech conversation, but it's important to look at other significant shifts, such as stack rationalization, which involves auditing and cutting underused software to reduce costs and technical debt. Marketing mix modeling and incrementality testing are making a comeback,...
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Google’s new AI ads turn marketing into conversations, not clicks
Google is redefining digital advertising around intent prediction and AI-assisted decision-making, using tools like Business Agent for leads to embed conversational AI directly into Search Ads for pre-qualifying prospects. The strategic pivot prioritizes intent over volume, with features like lea...
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Run a 90-Day Growth Audit Using AI (Step-by-Step)
Traditional growth audits are ineffective because consultants are incentivized to uncover complexity rather than actionable priorities, resulting in reports that are quickly shelved. The author's firm uses an AI-assisted audit framework covering marketing organization, tech stack, and AI readines...
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Google Ads Asset Studio: Promising but Not a Game Changer
Google Ads Asset Studio uses AI to generate basic motion ads from static images, but its current version lacks key creative controls like scene-level prompting and struggles with generating human figures, limiting its use to simple, non-narrative assets. The tool democratizes basic video ad creat...
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Google Ads Unveils New Demand Gen Asset Layout
Google has centralized AI-powered automation tools for Demand Gen campaigns into a redesigned Asset Optimization panel, simplifying creative management and oversight across its ad network. The update consolidates three key automated functions: auto-generating short video clips, resizing videos fo...
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Google Ads Adds AI Voice-Overs to Performance Max Video Ads
Google Ads is introducing AI-powered voice-overs for Performance Max video ads, automatically generating narration from existing text to create more engaging content without manual effort. This feature is opt-out by default, meaning eligible video ads will automatically receive AI voice-overs aft...
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Why PPC Teams Are Now Data-Driven Powerhouses
The core value of PPC teams is shifting from manual campaign management to strategic data mastery, requiring a technical, analytical mindset to build competitive advantages through data infrastructure and interpretation. Modern success depends on specialized roles like Data Engineers, Tracking Ar...
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Creative, Not Bidding, Is Holding Your PPC Back
The primary bottleneck for modern PPC success is no longer bidding strategy, but the quality, diversity, and volume of creative assets, as platform automation has made bidding a standardized commodity. Major platforms like Meta (with its Andromeda update) and Google now use AI to prioritize and f...
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Surviving the AI Ad-Pocalypse
Generative AI is rapidly transforming advertising by enabling brands to create marketing content faster and cheaper, though this risks producing generic and forgettable ads. Consumer reactions to AI-generated ads are mixed, with subtle uses often going unnoticed and accepted, while obvious AI vis...
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Google's Nano Banana Pro AI Put to the Test
Google's Nano Banana Pro AI tool enables advertisers to create customized visuals for campaigns, offering seasonal adjustments, material edits, and integration with Opal AI for faster content creation. The tool excels in accurate seasonal and lighting modifications and realistic material edits bu...
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4 Must-Ask Questions Before Your SMB Tests CTV
Connected TV (CTV) advertising offers small and medium-sized businesses an affordable and precise way to reach targeted audiences, overcoming the high costs associated with traditional TV advertising. Key considerations for a successful CTV campaign include managing costs through targeted geograp...
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Publicis Shifts Focus to Creative as AI Expands Beyond Media
The advertising industry is shifting focus from AI in media buying to creative production, with companies like Publicis Groupe leading the charge to streamline content creation while maintaining quality and personalization. AI is becoming critical in creative production, with Publicis reporting g...
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