Configure creative enhancements
Overview
In Maestro, you configure creative enhancements at the deal level. When you assign an enhancement to a deal, it can be applied to all eligible impressions served under that deal on Equativ supply.
Ad format requirements
For enhancements to apply, the deal's ad format configuration must include all format types required by the enhancement engine. Selecting only the target format might not be sufficient.
- Display enhancements: To use display enhancements such as Countdown, Headline, Shoppable, Sports Ticker, or Weather, the deal must include Display in the Ad Format > Type settings. Enhanced display supply also requires the publisher inventory to support size expansion. If the supply doesn’t support expansion, impressions aren’t eligible for enhancement even if the deal is configured correctly.
- Outstream video enhancements: For outstream video enhancements (Captions, Countdown, Weather, Shoppable, and Sports Ticker), the deal must include both Video Outstream and Display in the Ad Format > Type settings. If you only select Video Outstream, enhanceable outstream supply doesn’t flow through the deal, and auctions are ineligible for enhancement.
- OLV and CTV enhancements: For Online Video (OLV) and Connected TV (CTV) enhancements (Captions, Custom Templates, QR Code, Shoppable, Sports Ticker, and Weather), the deal must include Video Instream and/or Video Outstream in the Ad Format > Type settings. The video player must meet minimum size requirements for the enhancement to render.
Ad format and enhancement compatibility
The Creative Enhancements panel responds dynamically to your ad format selection. When you select an ad format, the panel filters available enhancement types to show only those compatible with that format. Incompatible enhancement types are disabled but remain visible.
The following table summarizes enhancement compatibility by ad format selection:
| Ad format selection | Available enhancement types |
|---|---|
| Display | Display enhancements |
| Display + Video Outstream | Display and Outstream enhancements |
| Video Outstream or Video Instream | OLV or CTV enhancements |
Compatibility rules
- To use Outstream enhancements, select both Display and Video Outstream. Outstream enhancements run on Display supply that Equativ enables into outstream, so Display must be included in the deal.
- When you select multiple ad formats, compatible enhancements are applied across all selected formats to extend campaign reach.
The following scenarios explain how compatibility is handled:
- Configure enhancements before selecting an ad format: you can configure creative enhancements before selecting an ad format. In this case, the full list of enhancement types is available. If you later select an ad format, any previously configured enhancement types that are not compatible with that format are automatically deactivated. A notification informs you that your earlier configuration was affected.
- Add a new ad format to an existing configuration: if you add a new ad format after configuring enhancements, any enhancement types introduced by that format become available with default parameters. Enhancement types you previously configured retain the values you entered.
Example:
After configuring custom enhancement settings for Display, you return to the Media Planning page and enable Video Instream. Any enhancement types newly available for Video Instream are added with default parameter values, while your existing Display enhancement configuration is preserved.
Configure creative enhancements
To configure creative enhancements, follow these steps:
- In the Media Planning module, go to the Creative Enhancements section.
The Creative Enhancements section is available at both the targeted (child) level and the meta (parent) level.
- Select + Add Creative Enhancement.
- Select the enhancement you wish to apply to the deal.
- Depending on the enhancement selected:
- Some enhancements only require the user to click Confirm.
- Others will direct you to a parameters flow to specify additional options before confirming the enhancement.
- Once the necessary steps are complete, click Confirm to finalize the process.
After you save the deal, the Deal summary page displays an Enhancement Type section. This section includes the following information:
- The enhancement type applied to the deal, for example, "Instream – Captions" or "Banner – Headline".
- Preview links to enhanced creatives, which become available once the deal reaches sufficient delivery.
For details on the parameters and what each creative enhancement requires, see Creative enhancement parameters.
When enhancements appear
Enhancements might not be visible at first. A minimum of 24 hours after delivery is required for the enhancement to become active.