DoubleClick Campaign Manager

What are Default Ads and Why are

they Important?
 What are Default Ads?

Created automatically by DCM upon uploading your

first static image (.jpg/.gif) into a campaign.

Automatically assigned back to all placements of that

particular size.

No targeting enabled allows the creative to be

served to any user if necessary.
 Why are Default Ads important?

DCM is designed so that there is always something to

serve if a placement is called.

Rather than serve nothing, DCM will utilize these

Default Ads as a last resort.

A Default Ad needs to be assigned to a placement

before tags can be exported.
 Default Ads vs. Flash Backup image?
Q: I have a backup image specified for my flash units,
why do I need a Default Ad as well?

A: While a backup image is required for your Flash files,

it is specific just to that particular Flash creative. The
Default Ad is utilized across the entire campaign.

You can think of Defaults as a Campaign-level backup

image.
 When might a Default Ad be called?
Geo-Targeting example:

Ad request from Denver Ad Can this Ad be served? - No

Geo-Target: New York
Note:
Default Ads are always
evaluated last.
Ad Can this Ad be served? - No
DCM will always attempt Geo-Target: Boston
to serve the Ads you
create first.

Default Ad Can this Ad be served? Yes!

 When might a Default Ad be called?
Flash example:
Does the User have Flash
Ad request from User installed? - No
Flash Ad Does the User have
JavaScript enabled? - No
Note:
Can this Ad be served? No
In order for the .swf file
to serve, the User needs
Flash installed.

The User will also need

JavaScript enabled to be
served the backup
image. Default Ad Can this Ad be served? Yes!

If neither is available,
the Default Ad will be
used.
 Uploading Default Creative
Getting your Default Creative uploaded is easy and should be done prior to uploading
remaining creative files.

1.) Click New and

select Batch Upload

2.) Click Upload

Files, choose files to
upload, Click next

3.) Choose which creative

will be used as the Default
Creative, Click Next.

4.) Confirm that the correct

files were selected, Click
Save.
Changing the Creative used as a Default
You can quickly change which creative is set as the
Default image for the campaign.
1.) Click on the Default Ad
2.) Scroll down to the Default Creative
section and click on Replace default
creative.

3.) To set a new creative as the Default,

click on the radio button next to the
creative and click done.