About Creatives

A creative represents the content that a task delivers to a web page, through email, or to a mobile application. There are many ways to build creatives, including importing or using assets, using an HTML editor, or importing treatments from external applications. Creatives can be used in a spot or in a task, and you can group several creatives in a message.

For example, you can define a default creative for a spot so that the spot is never empty. Or, you can create a task that displays a creative on a web page when a known user is logged in. If you use merge tags or personalization variables in your creatives, you can deliver personalized content to your users.

The creative type that you select should match the type of content that you want to deliver.

HTML

Use HTML to build creatives for web tasks, email tasks, and mobile spot tasks. You can edit the HTML source, embed content from a URL, embed assets, and add merge tags to personalize the creatives. Imported assets and treatments are saved as HTML creatives. For information about web creatives, see Working with Web Creatives. For information about email creatives, see Use Creatives in Email Content. For information about mobile spot creatives, see Creating HTML Creatives for Mobile Application Spots.

When you build a creative from an asset, you can select assets from SAS Digital Asset Management, or from a third-party, content management system (CMS) that is integrated with SAS Customer Intelligence 360. If the selected asset is not enabled for external sharing, when the creative is published the system automatically replaces the URL of the asset with an external URL.

Mobile In-App Message

Build the creatives that are displayed while a user is active within your mobile application. For more information, see Creating Mobile In-App Message Creatives.

Mobile Push Notification

Build the creatives that are used in a push notification. For more information, see Creating Mobile Push Notification Creatives.

Plain Text

Build a creative that uses plain text.

For example, you can use plain text creatives to include JavaScript in a website. For more information, see Create Plain Text Creatives.

Recommendation

Specify the information that a web task needs before the task can deliver personalized recommendations. A recommendation creative specifies the URL template that you want a task to use when making product recommendations. For more information, see Creatives for Recommendation Tasks.