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I only clicked through due to your comment, I wanted to see what you were talking about. You weren't kidding! I think I handle marketing speak pretty okay, bu

I only clicked through due to your comment, I wanted to see what you were talking about. You weren't kidding! I think I handle marketing speak pretty okay, but this: >Build beautiful HTML5 creative with ease. creative what - repeated later, "However, even though the amount of mobile and tablet work is expected to increase, cross-screen creative can be difficult to adopt". This just hurts so much. They don't want to call it "content" because ... it doesn't qualify as such? It's just -- "some creative." If it were a noun instead of an adjective it would seem okay for me but this is just too marketing.

croon 10y ago
> just too marketing I suppose just an upvote would suffice, but I had to applaud you.
phormula 10y ago
calling the actual ads 'creative' is common parlance in the display ad space. ( former Doubleclick employee )
- logicallee 10y ago
  Thanks for the clarification! I suppose I can see why they would call it something other than "ads" (which obviously has negative connotations.) When reading the link I quoted from, I actually didn't realize it was talking about ads. I thought it was talking about any kind of content. I do wonder about something. I thought that Mobile platforms have a distinct advantage in displaying ads, in that most people (for example me) do not run any form of ad blocking on their mobile devices. If this is true - and if the page a bit upthread that I'm talking about and quoted from is talking about ads - then when doesn't that page mention this advantage at all? (From the advertiser's perspective.)
  - otabdeveloper1 10y ago
    > I can see why they would call it something other than "ads" (which obviously has negative connotations.) No, that's wrong. "Creative" is professional jargon, it refers to the content of the ad when divorced from the medium or the delivery channel.
    - Chris2048 10y ago
      Would 'stuff' be an appropriate synonym?
      - munchbunny 10y ago
        To the extent that you can assign arbitrarily specific meaning to any word as long as others know to decode it, you could in theory find and replace "creative" with "stuff" in our language and records. But otherwise "stuff" is an ambiguous term and "creative" is industry jargon.
      - pbhjpbhj 10y ago
        Perhaps if you're a 19th Century tailor!?
    - hueving 10y ago
      When I refer to an 'ad', I'm usually referring to the content. Whether I see it in a newspaper, on TV, or on a website, I call it an 'ad'. What are marketers referring to when they say 'ad'?
  - shortformblog 10y ago
    I work in marketing, "creative" is used for pretty much any kind of ad/marketing product while in the production process. No negative about it. It's like "hed" or "lede" in the journalism world.
    - logicallee 10y ago
      can you use it in a few very typical sentences, that aren't odd at all in your world?
      - shortformblog 10y ago
        "We have to work on the creatives to show to the client next week."
        logicallee 10y ago
        would you be equally likely to utter, "We have to work on the creatives to show to the client next week." and "We have to work on the ads to show to the client next week." (in the way that a programmer could just as easily write, "I have to make some changes to the code" and "I have to make some changes to the program.") ? If, however, you're not equally likely, is it because the second one has some different meaning? What is that different meaning?
        shortformblog 10y ago
        Every industry has its own jargon. This is the marketing industry's. Instead of trying to find meaning in it, just accept that this is how it's explained in the industry. This is way less awful than KPIs, by the way.
        logicallee 10y ago
        Oh, I'm just asking whether you never say "ads" at all? (Just like a programmer wouldn't use the term, say, "Electronic computer program." Like a programmer wouldn't say to another programmer, "I just have to write a quick electronic computer program".) You guys didn't use "ads" at all? Or did you use them interchangeably?
- exergy 10y ago
  Am I allowed to jump in and say I find it hugely annoying? It's almost worse than people calling it "Social" instead of "Social Media". It smacks of desperately wanting to be hip and cool.
  - munchbunny 10y ago
    You're misattributing motive. It's just industry jargon that evolved over time. It's used because it compresses a key industry concept. There's about as much motive to use the term "creative" to sound cool in advertising as there is to make "dongle" sound sexual in consumer electronics.
username223 10y ago
The whole site is a treasure, the apogee of marketers marketing to lesser marketers: "Today we’re excited to announce new DoubleClick precision marketing innovations..." Including this: "a new JavaScript API in Google Chrome, called Intersection Observer, which provides viewability measurement for your mobile and desktop web placements without the need for Flash. Built directly into the Chrome Browser, Intersection Observer improves viewability coverage for all video and display formats across screens by solving technical challenges associated with mobile viewability measurement. It also provides faster browsing and less battery drain, improving the consumer experience." I don't use a web browser built by an ad company, but what does this mean in human language?
- pmontra 10y ago
  My guess: if one had to run it 100% JS it would drain viewers' batteries faster and slow down their browser more than if one uses that new native API. Not that I want to be somebody analyzed by that sw. I'm sticking with other browsers and keep blocking tracking js scripts.
- ssharp 10y ago
  View ability measures if an ad was actually viewable. An ad might load fine but the user doesn't scroll down the page far enough to see it. Accurate viewability would take that into consideration.
- munchbunny 10y ago
  "Viewability" is an ad industry metric of "did your ad actually appear on screen, or was it below the fold?" It's actually pretty hard to detect except through indirect means, one of which was to use a flash object to monitor for framerate changes. On-screen objects would render with a higher framerate. Google seems to have built out an API so that you can just explicitly check. For marketers, this is actually a big thing because it means a key success metric (did people actually see your ad?) can be measured more reliably. You can disdain advertising or marketing in general and you'd have a point, but what you quoted is actually describing a well thought out solution to a common industry problem.
- shostack 10y ago
chickenfries 10y ago
If it makes you feel any better just think of it as shorthand for 'creative asset'. Anyway, it's a really mundane piece of jargon. It's like you're rolling your eyes at people who use 'access' as a verb.
dannypgh 10y ago
"Creative" is a well established commonly used term from the publidging and advertising worlds. Definition #2 at https://en.m.wiktionary.org/wiki/creative#Noun https://en.m.wiktionary.org/wiki/creative#Noun
- logicallee 10y ago
  Your definition defines it as an uncountable noun (like bread - a slice of bread - a loaf of bread, not "give me two breads"). But below in this thread I asked for example usages and the person I asked said: >"We have to work on the creatives to show to the client next week." That does not match the definition you just linked. https://en.m.wiktionary.org/wiki/creative#Noun https://en.m.wiktionary.org/wiki/creative#Noun it says "creatives" are people "some of the creative" (and the like) would be the things. It explicitly calls it uncountable in that definition. So does the wiktionary entry need expnasion, or was the example usage I received, wrong?
  - dannypgh 10y ago
    That's a philosophical question based on whether you hold a descriptive few of language or not. "Creative" as a noun meaning content shown in a single advertisement with the plural of "creatives" is definitely in use in the places I've worked, which include a magazine/traditional publisher and a silicon valley tech company that has a large market share of the advertising industry.
    - logicallee 10y ago
      thanks - I would say the wiktionary entry probably needs updating in that case.

croon 10y ago

> just too marketing I suppose just an upvote would suffice, but I had to applaud you.

phormula 10y ago

calling the actual ads 'creative' is common parlance in the display ad space. ( former Doubleclick employee )

logicallee 10y ago
Thanks for the clarification! I suppose I can see why they would call it something other than "ads" (which obviously has negative connotations.) When reading the link I quoted from, I actually didn't realize it was talking about ads. I thought it was talking about any kind of content. I do wonder about something. I thought that Mobile platforms have a distinct advantage in displaying ads, in that most people (for example me) do not run any form of ad blocking on their mobile devices. If this is true - and if the page a bit upthread that I'm talking about and quoted from is talking about ads - then when doesn't that page mention this advantage at all? (From the advertiser's perspective.)
- otabdeveloper1 10y ago
  > I can see why they would call it something other than "ads" (which obviously has negative connotations.) No, that's wrong. "Creative" is professional jargon, it refers to the content of the ad when divorced from the medium or the delivery channel.
  - Chris2048 10y ago
    Would 'stuff' be an appropriate synonym?
    - munchbunny 10y ago
      To the extent that you can assign arbitrarily specific meaning to any word as long as others know to decode it, you could in theory find and replace "creative" with "stuff" in our language and records. But otherwise "stuff" is an ambiguous term and "creative" is industry jargon.
    - pbhjpbhj 10y ago
      Perhaps if you're a 19th Century tailor!?
  - hueving 10y ago
    When I refer to an 'ad', I'm usually referring to the content. Whether I see it in a newspaper, on TV, or on a website, I call it an 'ad'. What are marketers referring to when they say 'ad'?
- shortformblog 10y ago
  I work in marketing, "creative" is used for pretty much any kind of ad/marketing product while in the production process. No negative about it. It's like "hed" or "lede" in the journalism world.
  - logicallee 10y ago
    can you use it in a few very typical sentences, that aren't odd at all in your world?
    - shortformblog 10y ago
      "We have to work on the creatives to show to the client next week."
      - logicallee 10y ago
        would you be equally likely to utter, "We have to work on the creatives to show to the client next week." and "We have to work on the ads to show to the client next week." (in the way that a programmer could just as easily write, "I have to make some changes to the code" and "I have to make some changes to the program.") ? If, however, you're not equally likely, is it because the second one has some different meaning? What is that different meaning?
        shortformblog 10y ago
        Every industry has its own jargon. This is the marketing industry's. Instead of trying to find meaning in it, just accept that this is how it's explained in the industry. This is way less awful than KPIs, by the way.
        logicallee 10y ago
        Oh, I'm just asking whether you never say "ads" at all? (Just like a programmer wouldn't use the term, say, "Electronic computer program." Like a programmer wouldn't say to another programmer, "I just have to write a quick electronic computer program".) You guys didn't use "ads" at all? Or did you use them interchangeably?
exergy 10y ago
Am I allowed to jump in and say I find it hugely annoying? It's almost worse than people calling it "Social" instead of "Social Media". It smacks of desperately wanting to be hip and cool.
- munchbunny 10y ago
  You're misattributing motive. It's just industry jargon that evolved over time. It's used because it compresses a key industry concept. There's about as much motive to use the term "creative" to sound cool in advertising as there is to make "dongle" sound sexual in consumer electronics.

username223 10y ago

The whole site is a treasure, the apogee of marketers marketing to lesser marketers: "Today we’re excited to announce new DoubleClick precision marketing innovations..." Including this: "a new JavaScript API in Google Chrome, called Intersection Observer, which provides viewability measurement for your mobile and desktop web placements without the need for Flash. Built directly into the Chrome Browser, Intersection Observer improves viewability coverage for all video and display formats across screens by solving technical challenges associated with mobile viewability measurement. It also provides faster browsing and less battery drain, improving the consumer experience." I don't use a web browser built by an ad company, but what does this mean in human language?

pmontra 10y ago
My guess: if one had to run it 100% JS it would drain viewers' batteries faster and slow down their browser more than if one uses that new native API. Not that I want to be somebody analyzed by that sw. I'm sticking with other browsers and keep blocking tracking js scripts.
ssharp 10y ago
View ability measures if an ad was actually viewable. An ad might load fine but the user doesn't scroll down the page far enough to see it. Accurate viewability would take that into consideration.
munchbunny 10y ago
"Viewability" is an ad industry metric of "did your ad actually appear on screen, or was it below the fold?" It's actually pretty hard to detect except through indirect means, one of which was to use a flash object to monitor for framerate changes. On-screen objects would render with a higher framerate. Google seems to have built out an API so that you can just explicitly check. For marketers, this is actually a big thing because it means a key success metric (did people actually see your ad?) can be measured more reliably. You can disdain advertising or marketing in general and you'd have a point, but what you quoted is actually describing a well thought out solution to a common industry problem.
shostack 10y ago

chickenfries 10y ago

If it makes you feel any better just think of it as shorthand for 'creative asset'. Anyway, it's a really mundane piece of jargon. It's like you're rolling your eyes at people who use 'access' as a verb.

dannypgh 10y ago

"Creative" is a well established commonly used term from the publidging and advertising worlds. Definition #2 at https://en.m.wiktionary.org/wiki/creative#Noun https://en.m.wiktionary.org/wiki/creative#Noun

logicallee 10y ago
Your definition defines it as an uncountable noun (like bread - a slice of bread - a loaf of bread, not "give me two breads"). But below in this thread I asked for example usages and the person I asked said: >"We have to work on the creatives to show to the client next week." That does not match the definition you just linked. https://en.m.wiktionary.org/wiki/creative#Noun https://en.m.wiktionary.org/wiki/creative#Noun it says "creatives" are people "some of the creative" (and the like) would be the things. It explicitly calls it uncountable in that definition. So does the wiktionary entry need expnasion, or was the example usage I received, wrong?
- dannypgh 10y ago
  That's a philosophical question based on whether you hold a descriptive few of language or not. "Creative" as a noun meaning content shown in a single advertisement with the plural of "creatives" is definitely in use in the places I've worked, which include a magazine/traditional publisher and a silicon valley tech company that has a large market share of the advertising industry.
  - logicallee 10y ago
    thanks - I would say the wiktionary entry probably needs updating in that case.