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8 Features to Look for in a Creative Management Platform

Creative automation and machine learning technology is rapidly evolving, giving birth to new marketing solutions for brands. Creative management platforms happen to be one of these powerful and unprecedented tools. Deploying personalized, on-brand creatives on a large scale is now not only possible but also incredibly easy. A universal challenge among brands is to generate customized content that targets various audiences while maintaining brand integrity, and this is where a creative management platform of CMP steps in. CMP’s also help address the content gap – the difference between the content demand and the resources required to fulfil it. 

If you have never heard of the term “creative management platform” before, don’t worry – it is simply a MarTech term which has gained popularity among certain industries. That being said, it is an incredibly useful tool which will help your marketing team drive results. In this blog, we’ll explain exactly what a creative management platform is and how it can benefit your business.

What is a Creative Management Platform?

In layman terms, a creative management platform (or CMP) is a cloud-based software tool that enables users to create, monitor and distribute digital advertisement content. In other words, a CMP is essentially a centralized platform that facilitates a host of tasks in the creative production lifecycle. This is made possible by programmatic ad technology.

There is a rapid increase in the number of media channels with unique specifications. Constantly updating the format of ads is highly inefficient when done manually – this is why a scalable and practical approach needs to be taken. By implementing a platform such as a CMP, your team can reap benefits instantly. Centralized control has a direct ROI as it leads to shorter turnaround times and a high degree of flexibility while deploying creatives.

8 Features to Look for in a Creative Management Platform

The best Creative Management Platforms have unique benefits which you absolutely must consider when selecting the best fit for your needs. Here are some of the top features you should look out for.

1. Ad creator to facilitate creative generation

A creative management platform almost always includes an ad creator, which removes the challenges associated with generating creatives at a high volume. With a CMP you can create different messages for different cohorts and integrate the variants seamlessly.

Bulk create banners from spreadsheet
Bulk generate creatives through a spreadsheet

Besides this, within a CMP, you could leverage an AI Copywriter to generate your taglines, copies, and CTA text for faster creative refresh and experiments.

2. Automatic code generation and high interactivity

Without a CMP, creating rich and visually pleasing ads required complex code. Well, not anymore! For design teams where members are unfamiliar with complex coding or HTML5, this platform provides an easy solution.

Built-in features such as ad scaling and ad generation are important requirements you should look for in a CMP. Code is automatically generated based on specifications of creatives which saves hours of work overt ime.

3. Seamless design collaboration platform

Traditionally, it can take several meetings and constant back and forth between marketers and designers for a creative design to be finalized.

Long email threads and intermittent Google Meet calls can make it difficult for marketers and designers to be on the same page.

With a CMP, you could review, suggest changes and finalize everything online in a single platform.

review and collaborate

An effective design collaboration system eliminates feedback loops, resulting in faster project turnaround time.

4. Smart Digital Asset Management System

To build brand recall and drive conversions, you need to be able to deliver the right message at the right time. It calls for creating variations at regular intervals throughout a campaign. But that’s not all. You also need to manage thousands of media files efficiently so that you can go live with campaigns faster, and ultimately increase ROI.

Effectively storing and managing your creative assets becomes pivotal to running campaigns and managing your storefront.

Centralized storage of all the creative assets where you can search, find and utilize quickly across campaigns streamlines creative operations and boosts productivity multi-folds.

Smart DAM

5. Achieving brand consistency across multiple channels

Creating a consistent and uniform experience for your users across multiple touchpoints is important in establishing brand value and recognition. A CMP is a perfect tool for this objective since it can store your brand rules and assets to automate brand governance across all creatives you generate.

You can then modify these creatives for different channels at the tap of a button.

6. Dynamic creative optimization 

The DCO or dynamic creative optimization feature is very useful – it allows you to generate ad variants for different segments of your audience on the fly. A CMP makes this possible thanks to its countless integrations and machine learning technology. Based on customer behavior and other data such as the geographical location you can serve the most relevant ad with a CMP.

You can bulk generate ad variants from a spreadsheet (as mentioned above) for ad testing. When experiments lead to winning strategies, make campaign-level edits without any manual effort through bulk editing.

Bulk edit to save hours on corrections and experiments

7. Cloud-based publishing & Ability to upload to different channels

A CMP is a cloud-based platform that in and of itself has many benefits. This system eliminates the need for sending files back and forth and constantly reviewing the content to ensure it is consistent and optimized.

The ability to push creatives across different channels is the key to delivering a consistent experience to users. Thanks to extensive network integration, a CMP allows for real-time data analysis and also scheduling campaign events.

8. Real-time data analytics

Obtaining real-time analytics is one of the prime benefits of using a CMP. With such a platform, you can oversee important metrics in an easy-to-understand format. This includes metrics such as click-through rate, bounce rate, views, and more. Built-in features allow users to implement changes in poor-performing ads on the go.


Internet advertising is here to stay, and will only increase in the future. To stay ahead of the competition, brands must implement technology that prioritizes personalization and gives users the best experience possible. 

CMP’s provide features that not only make distribution of creatives easier but also more effective. This is a win-win situation for everyone involved since it leads to higher customer satisfaction and successful business growth for brands. Moving forward, personalization of outbound communication will be a necessity and a CMP is the key to achieving this goal.

Need More Insights on Creative Management Platform?

Ayush Parti

Ayush Parti

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