DoubleClick Studio Overview for Media Agencies - Google

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
Overview | DoubleClick Studio
DoubleClick Studio Overview for Media Agencies
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.
• Creative agency will notify the media agency when they are working with
DoubleClick Studio.
• Media agency will coordinate with the creative agency to define naming
conventions for the rich media units being pushed into their DFA account.
• Media agency will associate their DFA advertiser with the creative agency’s
DoubleClick Studio account to allow creatives to be pushed.

DoubleClick
Studio
Account
(Creative Shop)
Client (Media
Agency with
DFA)
Association
DFA
Network
(Media
Agency)
Advertiser
Campaign Campaign
Rich Media
Creative
Rich Media
Creative from
Studio
• Media agencies who are using DFA 5 are responsible for enabling their DFA 5
creative library and enabling each campaign to use the creative library.
• Creative agency needs to cc the campaign manager on the email notification
when they submit creative to DoubleClick QA.
Process Overview
Use the following steps to associate DFA to DoubleClick Studio for a campaign.
• A creative agency will select “Make Association” in DoubleClick Studio.
• An 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.
• The 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.
• This 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.
• The 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
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