Prior to Super Bowl Sunday, Google announced two new features in DoubleClick Bid Manager to help advertisers activate multi-screen campaigns and bring digital and live TV efforts closer together.
Eighty percent of sports viewers use a computer or smartphone to watch live games, search for player statistics and live scores, send messages to other fans, and watch similar videos, according to an Ipsos study ordered by Google.
Triggers in real time
Real-time triggers allow advertisers to set predefined times for a live broadcast or other event. The triggers then activate the display and video campaigns in real time immediately after the event.
For example, Super Bowl advertisers using DoubleClick Bid Manager (DBM) can set triggers to activate digital campaigns immediately after their live TV ads during the big game.
[Read the full article on MarTech Today.]