@Zhenshuo Fang 2019

Ad formats & Creative Preview app

Google | New York, NY


2016 – 2018


UX Lead


Eng, PM, Research, gTech support


Mobile (iPhone, iPad, Android)


As a key offering of the Creative module of Display & Video 360(DV3), we provide Ad creators with Ad formats and tooling to better manage their assets, ads, data and campaigns. Our dd formats were limited in the past but becoming a critical part of customer experience.

I strengthened our product offering by leading the design of 9 new ad formats that provided great performance for advertisers and a better experience for end users.

See all formats at Rich Media Format Gallery

Native Ad format

Native ad is a top industry trending ad type that gives publishers better control of site content, gives advertisers better performance, and are less disruptive to end users. I led the design of Native ads, which has 6x higher CTRs, 4x more viewable impressions and 120% higher CPMs than other formats.

High impact Ad formats

I led the design of 6 high impact formats that focus on end user experience and reducing ad annoyance, which is part of a Google-wide ad quality initiative. These ad formats include:

  • Templated app install ad, a major pillar of our mobile strategy for app download.

  • Twitter ad that allows users to run ads on Twitter.

  • Audio ad, the next billion dollar ad opportunity(global audio ad spend $34B).

  • Lightbox ad, backdrop ad and Flipbook ad, all mobile interaction driven rich ad format that focuses on user delight.

Flipbook ad format:

Dynamic Ad format

Dynamic ads perform very well but are complicated to set up & execute. I led 3 design efforts to bring simplified dynamic workflow into DV3 including:

  • Dynamic Facebook Ad, which has 9x higher conversion than traditional remarketing ads & 12x higher ROI than static Facebook Ad.

  • Dynamic remarketing ad, which has 350M impressions/mo and $280K revenue/mo.

  • Dynamic rule-based ad, an intuitive workflow for complex dynamic use cases.

Creative Preview app

I also led the design of Creative Preview app on iPhone, iPad & Android that help ad creators preview and test mobile ads.

See Creative Preview app on Google play store & Apple store.

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