Deal Savers

The Challenge
In the early 2010s, as digital advertising evolved rapidly, a new ad format was quietly introduced by Google: the “in-video ad”—a Flash-based overlay that would appear while videos played on YouTube. It was a novel, interruptive format designed to boost engagement without halting video playback.

But there was a problem.

While agencies of record (AORs) for Google’s Fortune 100 advertisers were contractually obligated to produce creative for quarterly campaigns, many had no strategy—or bandwidth—for this new, unfamiliar ad format. As a result, valuable media deals were falling through the cracks simply due to a lack of production resources.

The Solution
Seeing this gap firsthand, I took the initiative to build a specialized team dedicated solely to in-video ad creation for Google’s top-tier clients. I assembled and led a nimble, cross-functional group focused on:

• Interpreting brand guidelines into effective in-video ad units
• Designing Flash-based overlays with motion and CTA elements
• Rapid-turnaround delivery to meet campaign schedules
• Supporting multiple verticals, formats, and brand safety requirements

By offering plug-and-play creative services, we turned what was a blocker into a powerful value-add—removing friction from the sales cycle and enabling advertisers to test, adopt, and scale a new ad format with confidence.

My Role
I acted as both strategic founder and hands-on operator, establishing team structure, creative workflow, quality control, and direct client communication channels. My work bridged the gap between Google’s ad product innovation and its client-facing needs.

Results & Impact
• Revived stalled campaigns by offering immediate creative support
• Enabled early adoption of YouTube’s in-video ad format among Fortune 100 brands
• Reduced churn risk from missed media opportunities
• Built a replicable model that could support future formats and ad tech innovation
• Positioned Google as a solutions-oriented partner, not just a platform

This initiative reflected a critical insight: sometimes innovation isn’t about creating something entirely new—but about helping others catch up to where the future is headed.