These are the responsibilities for each party in developing a rich media campaign using Studio:
Media agency or publisher- Deliver the specs, timelines, and tracking requirements to the creative shop and/or post-production team
- Set up a kick-off call with the creative agency and review creative specs, timeline, and tracking for reporting needs
- Confirm which assets the creative shop and/or post-production Studio developer needs to begin work on the campaign
- Approve creatives that the creative shop and/or post-production team finalizes
- Trafficker is responsible for associating a Studio client with the correct Campaign Manager 360 or Google Ad Manager advertiser
- Campaign Manager 360 users only: Trafficker is responsible for trafficking final creatives pushed from Studio to Campaign Manager 360 Trafficking. For trafficking publisher-paid campaigns using Campaign Manager 360, see Traffic publisher-paid placements.
- Work with the media agency or publisher to develop the creative concept
- Work with the media agency and/or post-production Studio developer to create timelines
- Confirm finalized files needed by post-production Studio developer to begin post-production in Studio
- Develop finalized creative files to deliver to Studio developer
- Note that creative shops trained in Studio may also take on the roles of post-production Studio developer and QA tester
- Client administrator is responsible for setting up team with Studio log-ins
- Each Studio account has an admin who sets up logins for the team
- Work with the publisher and creative shop to set timelines so they can build and QA-approve the units in time for launch
- Send the Studio association code to the trafficker to link with Campaign Manager 360 or Google Ad Manager advertiser
- Studio packaging:
- Implement tracking agreed to by the media agency for accurate reporting
- Upload final units to Studio
- Make sure a QA specialist approves the units
- Provide external preview links to necessary parties for final approval
- Submit to QA and make revisions if rejected by QA
- Often responsible for QA as well (see below)
- Push approved creatives to Campaign Manager 360 and provide creative IDs to the publisher or media agency for trafficking
- Review published Studio files to ensure proper functionality and tracking
- Introduce the product and its capabilities to publishers or the media agency
- Address ad-serving costs
- Help with creative brainstorming
- Provide performance benchmarks and discuss them
- Provide information about innovative creatives and industry updates
- Connect publishers or media agencies with post-production partners if relevant