Overview

This article explains how to add and manage creatives in EMP. Before you add creatives, prepare your campaign and insertion. 

Select creative template

Before you add a creative in the insertion, select the Creative template to configure how the creative is displayed.  

Depending on the Impression type and the Environment selected under Ad type, a default creative template is selected automatically:

• Display > Web: Classic banner (web) 
• Display > App: Classic banner (app) 
• In-stream video > Web - App: VAST video 
• In-stream video > Addressable TV: VAST addressable TV 
• Native > Web: Easy Native
• Native > App: Native (app) 
• Out-stream video > Web: In-read (web)
• Out-stream video > App: Video interstitial (app) 
• Audio: VAST video 

The options of a creative template include the following:

• Link to documentation: icon located between the creative template name and the pencil icon 
• Pencil icon: access to the creative templates. Official creative templates cannot be edited because they are managed by Equativ exclusively and made available to all Equativ customers.
• Library: library to select an alternative creative template. For more information, see Use creative template library:
  • Official creative templates: templates created and maintained by Equativ.
  • Custom creative templates: custom creative templates created and maintained by Equativ's customer.
• Parameters: access to the parameters of the selected creative template. For more information, see the parameters of each creative template.
• Custom script: field to paste additional code served with the creative, for example: additional tracking scripts, third party impression counting pixels, or CSS code. This field can also be used to paste Equativ's viewability module, if the official or custom creative template doesn't support viewability measurement. For more information, see “Viewability module in the Custom script field” here.

Add creative

In the Creatives section of the insertion, click on Add creative to add a new creative or to set up a creative from an existing one that was uploaded previously.

Add new creative

To add a new creative, proceed as follows:

1. Click Add creative.
2. Select from these options:
   1. From computer: select to upload a creative file.
   2. Paste URL: select to add a URL to a remote creative, hosted in a third party system.
   3. Paste script: select to add the script of a creative hosted in a third party system, for example an agency system.
   4. Blocking creative: use to ensure a format (ad slot) on the page remains empty (no ad). For more information, see Add tracking pixels and blocking creatives.
3. Define a Name.
4. Depending on your previous selection, upload the creative file, paste the URL of the creative or paste the creative script.
5. If needed, adapt the Width and Height. In case of From computer, the width and height of the uploaded file is used, by default.
6. Under Available formats, all the formats you selected under Inventory are preselected. You can disable formats of a given creative, but once you will put your insertion online, it will have to contain at least one creative enabled on each of the insertion’s formats. If you have selected different types/sizes of formats under Inventory, disabling the appropriate format on creative level is critical to avoid layout issues on your page. There is no automatic detection of the size. As a campaign manager, you are responsible to ensure that you enable only the formats that are compatible with a given creative. For example, if you have selected a 728x90 leaderboard format and a 300x250 medium rectangle format under Inventory, then both of these formats will be preselected when you upload your creatives. Therefore, you must disable the leaderboard format manually in the medium rectangle creative and vice versa.
7. Paste the clickthrough URL into the Click URL field. The click URL must not contain any special characters, such as é due to potential issues with the redirection. In rare cases, a creative script, added using the Paste script option, may not handle the final redirection on its own. In such cases, you can add the click URL to the Click URL field. In any case, make sure you test if the redirection functions correctly, using the Creative preview feature. For more information, see section “Creative preview” below or use the live preview.
8. Optionally, select a Partner measurement script. For more information, see "Add partner measurement scripts" later in this document. 
9. In case of in-stream video creatives, add the Universal Ad Id information, if applicable. For more information, about these fields, see Create in-stream video insertion.
10. Optionally, paste a Custom script. For more information, see section “Add custom script for creatives".
11. Click Add.

Bulk upload creatives

To bulk upload multiple creative files, proceed as follows:

1. Click on Add one or multiple files.
2. Select multiple creative files from your computer.
3. Alternatively, drag and drop multiple creatives from your computer.
4. Edit individual creatives, if needed, once all files are uploaded.

An uploaded ZIP file is created as an an HTML5 creative. Likewise, multiple uploaded ZIP files result in multiple HTML 5 creatives. Therefore, don't zip your creative files if you want each of them to be created as an individual creative.

Bulk uploading multiple creative files is only possible with this method. With the method Add creative > Upload from computer, you can upload single creative files only.

Add creative from creative library

When you upload a new creative, it is automatically stored in the creative library of the current advertiser. You can then select the creative from the advertiser’s creative library, using the Or create from an existing creative option. In this case, all fields, such as Name, Width, Height, or Click URL are pre-selected or pre-filled.

Changes you make to these fields only apply to the current creative. They aren't saved to the creative from which you are setting up the current creative.

To create multiple creatives from existing ones, proceed as follows:

1. Hold your mouse over the first creative you intend to select.
2. Enable the checkbox in the top left corner of the creative icon.
3. Repeat the process for each creative you want to select. You can select a maximum of 10 creatives. 
4. Click Create.
5. Make adjustments if needed. You can modify individual creatives or bulk edit multiple creatives as described in section “Bulk edit creatives”.

Add partner measurement scripts

Partner measurement scripts are scripts that can be served along with the creative, for example a script from a viewability measurement vendor that measures the viewability of the served creative.

To use this feature, send this information to your service contact at Equativ:

• Your network Id or your network name
• The partner’s name
• The partner measurement script code itself with the required macros. For more information, see Use creative template macros.
• Information about how you want the partner measurement script to be added to creatives:
  • Mode #1: partner measurement script is added to each newly created creative by default, with the possibility to remove it on a case by case basis. Optionally, you can ask your contact at Equativ to add the partner measurement script to all insertions that are currently online in your network.
  • Mode #2: partner measurement script is added manually by the campaign manager on a case by case basis.

Once the setup is done, simply select the desired partner measurement script in your insertions, as needed. In case of Mode #1, the checkbox of the partner measurement script's checkbox is selected, by default. In case of Mode #2, the checkbox is cleared, by default.

Add custom script for creatives

You can add a custom script if your creative is set up with the option From computer or Paste URL. A custom script is any code to be served with the given creative, for example additional tracking scripts, impression counting pixels, or CSS code.

If the creative is set up with the Paste script option, paste additional code to be served into the Creative script field, together with the creative script itself.

Edit single creative

To edit a single creative, locate it in the creative list of the insertion and click on it to display and edit its parameters in the General settings on the side panel.

Bulk edit creatives

To bulk edit multiple creatives, enable their checkboxes and select from the options Activate, Deactivate, Edit, Delete.

The Edit option lets you bulk update various parameters of the selected creatives, such as Start date, End date, or Click URL.

You can update the parameters of creatives of different creative types—for example of an HTML5 creative and an image creative. However, some parameters may not be applicable to all the selected creatives. In this case, your modifications will be applied to the compatible creatives only.

Basic creative metrics

The Metrics section displays the following metrics for each creative, if the insertion is active and has already delivered impressions: Impressions, Clicks, Click rate, Viewable impressions and Viewability rate.