What Happened
Google is making another play for a piece of TV ad spending with the introduction of a new dynamic ad tool. With DoubleClick Dynamic Ad Insertion, TV broadcasters and content distributors will be able to customize the in-stream ads to deliver more relevant commercials. This new ad product is powered by Google’s cloud service and works for both live TV and on-demand content. Google tested it last year with the Rugby World Cup Finals on French network TF1 and during the Republican Presidential Debates on Fox News. The setup currently works with AMC Networks, MCN, Roku, and Cablevision in the US and Globo in South America. Along with this new dynamic ad tool, Google is also adding live TV listings to its search results to help media owners reach more people.
What Brands Need To Do
The announcement came at an interesting time as Google attacked TV ads earlier this week with a new study reporting that YouTube ads offer higher ROIs than TV in 77% of cases. By making TV ads dynamic and customizable, Google is offering brand advertisers a way to make TV commercials more like data-driven digital ads. For brands wishing to make their TV campaigns more effective and targeted, this new tool should be worth a try.
Source: Marketing Land