Programmatic expands into TV and beyond
A real solid announcement from Google: advertisers now can use DoubleClick Bid Manager for TV advertising. In other news, programmatic has come to radio stations and even jukeboxes.
Google has recently announced an added option to Google DoubleClick for buying commercial inventory on traditional TV. Technologically, this will be done on Bid Manager platform.
It is not company’s first attempt at cooperation with the TV sector. In 2007, it launched “Google TV ads”. Five years later, the product was shut down. The decision was made as the video format was absorbed by the digital sources.
Years after that, with a new round of tech developments, Google promises advertisers an opportunity to manage and measure their ads for TV the same way, as for the digital videos.
The Perfect Mix
A number of buyers who want to combine TV and digital is growing. Digital ads allow for improved targeting opportunities. Reaching your audience through TV advertising is still limited to demographic data. Digital ads that can be targeted on interests may be twice as effective. Having said that, TV is still a giant, even after a number of streaming services got their part of the market.
Launching ad campaigns across different devices means reaching consumers at a wider scale. While using the same tools for targeting and measuring the performance, any brand will be able to reallocate its budget to the channel that is more fitting.
Programmatic for each and every one
Google’s decision to revive programmatic TV buying signals programmatic’s strengthened presence compared to 2012. Now, the focus has shifted towards audience interests. And Google’s innovation is expected to boost the progress in this direction.
In fact, the role of programmatic has become so notable that even radio stations want to implement the programmatic technology. Internet radio platform called iHeartRadio has pioneered at combining broadcasting and audience-based advertising. It offered brands its product SmartAudio for buying inventory and targeting campaigns. iHeartRadio explained that although broadcast radio didn’t lose to streaming services, it needs to enhance the data use. According to the company, programmatic advertising on radio stations has an additional perk, which is an engaging role of human voice.
Still not impressed with programmatic taking over? Wait till you hear about jukeboxes. Yes, even jukeboxes will play the ads delivered programmatically. U.S. company TouchTunes is now selling the inventory on digital jukeboxes both through private marketplaces and open exchanges. In this case, programmatic allows for the use of such data, as type of the place, music genre and even time of the day.
Thus, there’s no doubt, programmatic ad buying is on the rise coming even to traditional media. In such context, it gets increasingly important to learn the specifics of the technology and keep up with the trends.