MOUNTAIN VIEW, Calif. - Google has developed a way for advertisers to activate campaigns in real-time based on predefined “triggers” or “moments” that correspond with an event on live TV or in the real world.
Dubbed a “real-time trigger,” the tool is available in DoubleClick Bid Manager and lets brands define the triggers and specify the ad creative they want to go live immediately following the event.
So, during the Super Bowl – for example – an advertiser might trigger digital video ads immediately after their ad airs on TV or when a certain player scores a touchdown, all within seconds.
Google has also integrated weather data so advertisers can serve ads based on real-time weather parameters such as rain or snow.
While the trigger feature is part of Google's push to support cross-screen advertising strategies, Olof Schybergson, CEO of Fjord, says it demonstrates the value of being in "the moment" to connect real-world events and experiences with things that occur virtually – a trend that Accenture analysts predict will become more popular in 2018.
Ipsos found that 80 percent of sports viewers say they use a computer or smartphone while watching live sports on TV to do things such as searching for player stats and live scores, messaging other fans, and watching related videos.
Google also introduced TV Ad Explore, a dashboard that lets digital media buyers measure their TV campaigns together with their digital campaigns. The tool will track the volume of brand searches following the airing of an ad to help marketers better understand the reach of their comprehensive strategy.
These metrics are intended to help digital media buyers better understand how TV dollars work, or not, to help the brand reach its audiences. Marketers can use these insights to better plan and coordinate their digital campaign budgets and tactics.
Google is also plans to enable media planning across TV and digital, so advertisers can use insights from their TV campaigns to improve their digital media plans. For example, advertisers will have an option to use TV Ad Explore to predict if and how digital media placements can provide incremental reach or more cost-efficient reach to augment TV.