While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options, there remains a lack of clarity on which digital ads actually engage consumers across platforms. AOL is in the business of creating content consumers want to read. To ensure readers return, it benefits us to have engaging ad units. However, the current digital ad experience is frustrating for many consumers; 71% feel like they keep seeing the same ad over and over again. This presentation will provide clear direction to marketers on how to create compelling digital creative that engages consumers and benefits publishers and marketers.