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.]
About the author
As a Third Door Media paid media reporter, Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She provides marketing research and demand generation consulting for e-commerce companies and can be found on Twitter under the pseudonym @ginnymarvin.
