Overview | DoubleClick Studio

DoubleClick Studio Overview for Media Agencies Benefits at a glance • Saves trafficking time by pushing new and updated creatives directly to DFA • Lets creative agencies make preview links so you don’t have to • Makes communication about custom metrics easier by including tracking previews in every preview link

DoubleClick Studio is a production and workflow tool used by creative agencies to produce and manage DoubleClick Rich Media ad units. It helps creative agencies streamline rich media processes and take control of turnaround times. Media agencies and marketers using DoubleClick for Advertisers (DFA) are able to cut down the time spent trafficking and managing rich media ads when working with creative agencies who use DoubleClick Studio. DoubleClick Studio helps ease the communication and workflow between media and creative. This leads to more successful cooperation and ultimately, more successful campaigns. How Creative Agencies Use DoubleClick Studio Creative agencies upload creative files into their web-based DoubleClick Studio account. The account is used to organize creatives, manage tracking events within creatives, and submit creatives for QA and ultimate approval. Once creatives are approved, DoubleClick Studio pushes the final rich media assets directly to the media agency’s DFA account for trafficking. Benefits to Media Agencies With DoubleClick Studio, media agencies do not have to manually upload rich media creatives into DFA when working with a creative agency that’s using DoubleClick Studio. Instead, creatives are pushed directly to the DFA account by the creative agency. In addition, when revisions are made to existing creatives, those are pushed directly to DFA as well. Traffickers have the option to accept the updated version as-is or merge it with the existing version in order to preserve the original creative’s DFA settings. These features help reduce the time spent trafficking and managing rich media ads in DFA. DoubleClick Studio has also improved on the process for previewing rich media creatives and the tracking events they contain. Now, one preview link can showcase multiple creatives for a campaign. Viewers will be able to navigate through the campaign, viewing the individual creatives on preview pages and the tracking events within each. This makes sharing creatives and communicating the metrics being captured much easier for media agencies and their clients. DoubleClick Studio generates preview pages for all units in a campaign on one public URL known only to your agency, so it’s convenient for sharing with clients and others in your organization. Media Agencies and Creative Agencies: Working Together for Results Use the following steps when working with a creative agency that’s using DoubleClick Studio. • C  reative agency will notify the media agency when they are working with DoubleClick Studio. • M  edia agency will coordinate with the creative agency to define naming conventions for the rich media units being pushed into their DFA account. • M  edia agency will associate their DFA advertiser with the creative agency’s DoubleClick Studio account to allow creatives to be pushed.

DoubleClick Studio

DFA

• M  edia agencies who are using DFA 5 are responsible for enabling their DFA 5 creative library and enabling each campaign to use the creative library.

Account (Creative Shop)

Network (Media Agency)

• C  reative agency needs to cc the campaign manager on the email notification when they submit creative to DoubleClick QA.

Advertiser

Process Overview Use the following steps to associate DFA to DoubleClick Studio for a campaign.

Campaign

Campaign

• A creative agency will select “Make Association” in DoubleClick Studio.

Rich Media Creative

Rich Media Creative from Studio

Client (Media Agency with DFA)

Association

• A  n email will be sent to the media agency trafficking contact telling them how to link this DoubleClick Studio client with the media agency’s advertiser in DFA. Note that associations between DoubleClick Studio and DFA happen at the advertiser level. See chart example. • T  he trafficker will go into the Advertiser -> Properties tab in DFA and enter the Trafficking Code (aka the DoubleClick Studio Client ID) and click on Submit. • T  his will automatically send approved creatives to the correct account based on the association made above. The trafficker is notified by email that creatives have been uploaded. • T  he trafficker can then assign creatives from the account to campaigns in DFA and traffic per the usual process from this point on. More Information For more information about DoubleClick Studio, please call us at 1-866-459-7606 or 212-271-2542. Or, complete a DoubleClick Rich Media inquiry form on our website at www.google.com/doubleclick. About DoubleClick Google’s DoubleClick™ products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, our DoubleClick products help customers execute their digital media strategy more effectively. www.google.com/doubleclick

© 2010 Google Inc. All rights reserved. Google, DoubleClick, the Google logo, and the DoubleClick logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 100413_2591754

DoubleClick Studio Overview for Media Agencies .ca

produce and manage DoubleClick Rich Media ad units. It helps ... Creative agency needs to cc the campaign manager on the email notification when they ...
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