Bridging the gap between TV and digital video
- View Original
- April 24th, 2017
If you’ve watched a movie on your mobile phone or streamed a YouTube video on your TV, you’re not alone. People are watching great content wherever and whenever they want, across the small screens in their pockets to the large screens in their living rooms. We’re in the golden age of video, and while this explosion of great content is great for users, it creates a lot of complexity for advertisers and publishers.
As the lines blur between TV and digital video, it’s important that marketers are able to reach their audiences across screens. That’s why we’re making traditional TV inventory available to buy in DoubleClick Bid Manager in the US. We are integrating with Wideorbit, clypd and Google Fiber to provide access to national, local and even addressable TV inventory in DoubleClick Bid Manager.
Manage TV and digital video campaigns in a single platform with DoubleClick Bid Manager
Historically, TV and digital advertising have been bought and measured through different systems and currencies. By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.
In addition, to help brands and agencies understand the effectiveness of their TV campaigns, we will be providing impact-based metrics in DoubleClick. For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.
Programmatic technology has already automated some of the manual processes associated with buying digital video, and with these new integrations we’ll be extending many of the same workflow improvements to traditional TV.
Access to new advertisers for television networks and station owners
With their inventory now available through DoubleClick Bid Manager, television networks and station owners get access to new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers. Many of these buyers already use DoubleClick, but until now, have had limited access to US TV audiences.
As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types. By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way.