• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

DoubleClick Bid Manager testing features to improve digital & TV campaign coordination

Two betas aim to help advertisers deploy digital ads in tandem with live TV spots and consolidate linear TV and digital campaign data.

Ginny Marvin on February 1, 2018 at 11:30 am
  • More

Ahead of Super Bowl Sunday, Google has announced two new features in DoubleClick Bid Manager to help advertisers activate campaigns across multiple screens and bridge digital and live TV efforts.

Eighty percent of sports viewers say they use a computer or smartphone while watching live sports on TV to do things like searching for player stats and live scores, messaging other fans and watching related videos, according to a Google-commissioned Ipsos study.

Real-time triggers

Real-time triggers allow advertisers to set predefined moments that correspond to a live TV or other event. The triggers then activate display and video campaigns in real time immediately after the event occurs.

For example, Super Bowl advertisers using DoubleClick Bid Manager (DBM) can set triggers to activate digital campaigns right after their live television ads air during the big game. From the announcement:

These ads could promote a lower-funnel action like an app download or a store visit, or they could promote the new spot that just aired and drive people to watch it again on YouTube. In this way, the brand can extend the reach and impact of their TV campaign by bringing their message to sports fans who may be engaging on second-screen devices.

DBM has also integrated weather-related data into this workflow, allowing ads to trigger based on real-time weather conditions such as rain, sun or snow.

Coming will be sports triggers that allow advertisers to activate ads based on real-time occurrences — like touchdowns, for example — in sporting events.

When setting up triggers, advertisers can determine the specific ads for the system to deploy after a trigger is set off. DoubleClick says it has driven serving speed down to just a few seconds from the time a trigger is set off to the ads getting served.

Real-time triggers workflow in DoubleClick Bid Manager

TV Ad Explorer

Last year, DoubleClick began a test to make linear TV inventory available to buyers in Bid Manager. Now, DoubleClick Bid Manager is making linear TV campaign data — purchased through DBM or other platforms — available in a new dashboard called TV Ad Explorer. The aim is to make it easier for marketers to evaluate their linear TV buys alongside the performance of their digital campaigns.

From the announcement:

Google collects minute-by-minute ad airings data from standard broadcast sources and partners in a privacy-safe way. This data enables advertisers to see airings data as soon as a day after airing, as well as measure the reach of their TV ads by daypart, demographics, genres, networks and shows.

From the TV Ad Explorer dashboard, advertisers can see how TV campaigns delivered against their intended target audiences and on which shows.

The dashboard will also include digital metrics such as Search Lift, which calculates the change in volume of brand searches after a TV ad airs.

DoubleClick says it plans to enable media planning across TV and digital in the future.

Both of these new features are in beta. Availability will vary across regions depending on the type of data and inventory marketers are using. Advertisers can learn more by contacting their DBM account rep.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Martech: AdvertisingDisplay Advertising & MartechGoogleProgrammatic Advertising & Media BuyingVideo

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok