In online advertising, an ad may take many different forms. It could be a banner, a graphic image or an animated GIF of a designated pixel size and byte size. An ad or set of ads for a campaign is often referred to as "the creative."

Creatives in general marketing term defines creative aspect and content of the marketing. Creatives is the material used to generate leads and sell advertising for marketing.

In simple terms, creatives is the artwork, design and concept that goes into a website design or ad.