Creative management platform
for digital advertising.
So far I have only received a handful of briefs that required me to work with the Celtra AdCreator platform, but that has been enough to convince me that "Experience with Celtra" is going to become the new, must-have line on the CV of anyone specialising in the production of display advertising (particularly rich media).
My first couple of attempts at using Celtra AdCreator were a couple of fairly basic mobile ads. Then again, the storyboards didn't really require anything more than this, and in my defence I was only given a day to learn the platform and produce and deliver our first placement!
See the live preview here.
See the live preview here.
One of the more recent additions to the AdCreator platform was the timeline feature - an alternative interface for creating animations, which should be comfortably familiar to anyone who cut their teeth working with Flash. The following example was not actually an official project - however, I was keen to try this new timeline feature and decided to replicate an HTML5 placement that we had recently produced for Citroen. The result was almost identical to the hand-coded version in every way.
See the live preview here.
Following on from my private experiment with the new timeline feature, I decided to see how some of the dynamic features worked. In the following example, the same car asset from before is placed inside a weather component, where the asset (and the weather effect) changes according to data it receives about the weather in the viewer's present location.
See the live preview here.
I feel like I've only really scratched the surface of what this particular Ad Tech is capable of, but I've liked what I've seen so far, and it's definitely something that I'm going to continue to explore in my free time. Watch this space for future updates!
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In general I have tried to avoid using HTML5 ad builders whenever possible when producing banners and rich media - not because they are poor tools, but for the simple reason that, since the death of Flash, I feel that we desperately need a single, industry-standard skill set that everyone follows, and that can only really be hand-coding HTML5, CSS and Javascript.
The one exception I make to this rule is Celtra AdCreator. Celtra are producing some beautiful formats at the moment, that have very much been designed with modern mobile and responsive standards in mind, and I suspect that they may have just found a way to make rich media relevant again in the age of programmatic advertising.