We recently launched the Skai Creative Center to help marketers manage and optimize advertising creative assets at scale and across channels and publishers. By consolidating creative assets in a central location, marketers can now access a big-picture view of performance, efficiently monitor assets, compare insights across campaigns, test creative versions, and make faster strategic creative decisions.
With Creative Center, all creative assets are accessible across the organization in a structured grid, making it easier to understand how assets perform across channels. The platform also speeds and simplifies the reporting process with ready-to-use templates for creating cross-channel creative reports. The Skai Creative Center is a reliable tool for streamlining creative strategy and enhancing marketing efforts.
Five questions with Skai Product Manager Casey Gordon on Creative Center
Casey is a six-year veteran of Skai and one of the core members of the team that has helped to bring Creative Center to life. For two years, she interviewed countless marketers to better understand the challenges and issues of managing creative assets in today’s omnichannel marketing landscape.
In this interview, Casey shares her valuable insights on the evolving landscape of advertising creative, the hurdles marketers often face, and how the Creative Center helps address these challenges. Her deep-rooted expertise in product management has significantly contributed to the realization of a platform that simplifies creative asset management, thus enabling a more streamlined and collaborative approach to marketing campaigns.
What is the state of advertising creative today?
By loading the video, you agree to YouTube’s privacy policy.
An evolving emphasis on creative strategy in advertising, particularly within retail media and search publishers, has resulted in a trend that favors more creative-driven ad types. Clients and agencies must adapt by either collaborating with creative agencies or deviating from their usual operational routines. A solid creative strategy is now a requirement for success on social media platforms; tools like the Skai Creative Center can help clients develop the strategies needed to succeed.
Why has Skai decided to focus on creative right now?
By loading the video, you agree to YouTube’s privacy policy.
Skai’s unique stance as an omni-channel platform with access to various publishers positions the organization as the best to address emerging challenges around omnichannel deployment of creative assets.
The initiative to create the Creative Center is a direct response to evolving market needs. “We know that creative is becoming an omnichannel issue, and so we really need to be able to answer that within our platform. That’s how the Creative Center idea was born,” Casey says.
What is Skai’s Creative Center?
By loading the video, you agree to YouTube’s privacy policy.
The Skai Creative Center is a centralized platform designed to provide users with a unified view of their images and videos across all publishers through two main features: a creative grid and a gallery.
The creative grid is a space where users can view, compare, and evaluate the performance of their assets across different publishers in alignment with their defined key performance indicators. “You’re able to really compare an asset’s performance across all of the publishers,” Casey says.
The gallery, on the other hand (see screenshot below), has a library format for users to browse their assets and view utilization and performance metrics, aiding in better decision-making for future campaigns on new publishers or ad types.
Creative Center’s gallery
Who is the target audience for Creative Center?
By loading the video, you agree to YouTube’s privacy policy.
The Skai Creative Center is primarily designed for the “hands-on keyboard marketer”, those who are actively involved in creating and activating campaigns. It can provide all necessary data alongside assets in one place to aid in strategic decision-making, from altering current strategies to re-utilizing successful past content and beyond.
“So then you can decide, you know, maybe we need to change the strategy going forward, or maybe we want to reuse something that worked really well for us in the past,” Casey says. While the primary target is hands-on marketers, the insights generated from the Creative Center are equally valuable for creative teams and managers to understand and potentially adjust their creative strategies accordingly.
What’s coming next for Creative Center?
By loading the video, you agree to YouTube’s privacy policy.
The roadmap for Skai’s Creative Center includes a few key enhancements aimed at expanding its capabilities and refining the user experience. One upcoming enhancement is a streamlined dashboarding experience to facilitate the creation of creative briefs, allowing users to effectively report asset performance to clients or creative teams.
“We want this to be a more and more omnichannel solution where you can truly see every asset from every publisher in one place,” Casey says. Skai plans to integrate more publishers over time for a comprehensive view of asset performance across channels. The platform will also become more actionable with new features for organizing, activating, and creating new assets, making Skai the starting point for users’ creative strategies and ensuring that marketers have all the necessary tools for success in the creative domain.
See how it can help you take your marketing campaigns to the next level
The Skai Creative Center is the future of creative asset management, and it’s only the beginning. It’s already packed with features that can help you improve the performance of your marketing campaigns and new publishers are being added all the time.
If you’re looking for a way to take your creative strategy to the next level, the Skai Creative Center is the tool for you. Skai clients can try it today or speak with their customer success manager to learn more.
For those of you who aren’t Skai clients, we welcome you to schedule a brief demo with our team to see Creative Center and the rest of our cutting-edge, AI-powered omnichannel capabilities.
More like this
