The Drum Awards for Marketing - Extended Deadline

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By Noel Young, Correspondent

July 7, 2014 | 2 min read

Google worked with American network ABC to promote the new music show Rising Star using a programmatic exchange that only places ads in prominent positions - ones that are not typically associated with automated buying - reports Adweek.

"This exchange is unique in that it specifically accesses only masthead inventory across several hand-selected premium publishers, including Wenner Media," a person familiar with the arrangement said.

The video here shows Dana Williams who went on to the next round at the weekend. The show principally relies on audience votes, with at-home viewers using a mobile app.

Adweek says the published ads were an evolution of Google’s recent programmatic strategy that attracted brands to automated buying methods by carefully selecting the publishers that could participate.

“Still, one of the drawbacks had been this lack of high-profile ad inventory, which is necessary for entertainment brands like ABC,” said Ben Blatt, executive director of digital strategy at ABC Television.

"When you introduce a new TV show, you need a lot of space to get the message across."

For Rising Star, ABC took over the masthead at sites like Rolling Stone, Us Weekly and Men's Journal.

The network was able to automate the process of buying these homepage-dominating ads across the Web without approaching every individual publisher.

"We were able to run large mastheads in places we were never able to do before and spread out who's seeing our message," Blatt said.

Adweek says the interest in programmatic buying continues to grow as more brands invest in the technology.

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