Streamlining Creative Workflows: Insights into Liftoff’s Creative Lab

In the fast-paced world of mobile advertising, efficiency and control over creative assets are paramount. Recognizing the need for streamlined processes, Liftoff introduced Creative Lab, which is designed to empower advertisers with greater autonomy in managing their creatives.

To delve deeper into the functionalities and benefits of Creative Lab, we spoke with Leigh Klingman, Product Manager at Liftoff. With six years at the company, Leigh brings a wealth of experience from both the account management and creative services sides, now focusing on enhancing creative workflows. In this Q&A, Leigh shares insights into how Creative Lab is transforming the way advertisers handle their creative assets.

What is Liftoff Creative Lab?

Creative Lab is an interface for uploading, organizing, and managing creatives, all within the Liftoff customer dashboard. It gives advertisers full visibility into their creative inventory and streamlines the production workflow from asset upload to campaign launch. The tool is composed of two key components: Creative Uploader, which simplifies bulk asset submission, and Creative Manager, which enables efficient editing and organization of creative metadata. Together, they give users end-to-end control over their creative pipeline, reducing dependency on internal teams and speeding up execution.

Why did Liftoff build Creative Lab?

Advertisers told us they wanted more control and flexibility when managing their creatives. Creative Lab solves this by giving customers the autonomy to upload, edit, and manage their campaign assets without relying on internal teams.

How does the Creative Uploader improve the process of adding new assets?

Creative Uploader streamlines the asset upload process by allowing users to upload an unlimited number of assets in bulk, regardless of file type — video, image, or HTML. Users can assemble these assets into eligible ad formats such as VAST and HTML, all in one go. The tool also supports uploading creatives for multiple apps in a single session, making it faster and easier to manage large-scale campaigns.

Does this mean Account Managers are no longer involved?

Creative Uploader is designed to give customers greater independence and flexibility in managing their creatives. While Account Managers remain valuable partners for strategic guidance, Creative Uploader empowers users to handle day-to-day creative tasks like uploading, editing, and assembling assets directly through the dashboard. This streamlines workflows and reduces turnaround times, while still allowing space for collaboration when needed.

What features does Creative Manager offer to help organize creative assets?

Previously, customers could only edit the creative name from our dashboard. Now, Creative Manager provides a more robust set of tools, allowing users to update key creative metadata such as status (active or paused), language, start and end schedule dates, and associated campaigns. These fields can be edited in bulk, making it faster and more efficient to organize and optimize creatives across campaigns.

How does this tool support high-volume advertisers managing multiple apps?

Creative Lab is built to handle the needs of high-volume advertisers by allowing users to mass upload assets across multiple ad formats and/or apps. The ability to bulk edit creative metadata significantly reduces the time and effort required to prepare and optimize creatives. This streamlines operations and supports efficient scaling for our advertisers.

How does Liftoff ensure uploaded creatives meet requirements?

We’ve introduced an automated QA process for interactive ads that checks for required elements, such as clickable CTAs, within the asset. If the system can’t verify a click, a manual review step is triggered. In case of QA failure, clear reasons are provided to users. We’re developing a Visual QA tool to help audit assets for policy compliance and creative best practices, ensuring advertisers consistently deliver high-quality, compliant ads.

How can advertisers start using Creative Lab?

Advertisers can access Creative Lab directly through the Liftoff dashboard with no additional setup required. To get started, users can begin uploading, assembling, and managing creatives from the ‘Creative Lab’ tab. We also recommend reviewing the onboarding guide or reaching out to your Account Manager for a quick walkthrough.

What’s next for Creative Lab?

Following launch, we’re actively working on expanding capabilities, including improved QA and compliance checks and concept-level metadata management. We’re continuously gathering feedback to shape future updates.

Any final thoughts on what Creative Lab means for the future of creative management at Liftoff?

Creative Lab is a big step toward giving advertisers true self-service control over their creative workflows. Our goal is to make managing creatives as seamless and scalable as the rest of campaign management, especially as creative strategy becomes an even bigger performance lever. We’re just getting started. From better QA tools to deeper creative analytics, we’re building with advertiser feedback in mind and are committed to continuous improvement.

Talk to your account manager today about utilizing Creative Lab for your advertising campaigns.