News

Google brings traditional TV inventory to DBM

Impact-based metrics will be made available as part of the roll out

Google is making traditional TV inventory available via DoubleClick Bid manager in the US in a move that will also see it provide advertisers with “impact-based metrics” to better evaluate how ads on the large screen boost search activity.

The move means that advertisers will be able to buy ad spots on addressable, national and local TV via tie-ups with its three launch partners through partnerships with Wideorbit, Clypd and its Google Fiber.

Google is labeling this “the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.”

This also involves the introduction of “the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way,” according to Google.

For instance, an advertiser working with the Alphabet-owned company will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.

Currently, Google is only working with the three named partners but it hopes to build upon those it works with (including the possibility of more direct tie-ups with large broadcasters) with internal testing taking place in the coming weeks.

Rany Ng, told The Drum the launch will take place “in the next month or so” and the introduction of the service would also open up more demand to US media owners. In particular, new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers, would all potentially be in market for their wares, according to Google.

For Google, this will help advertisers manage TV and digital video campaigns in a single platform, DBM, in order to improve efficiencies, as historically, TV and digital advertising have been bought and measured through different systems and currencies.

“A lot of TV buys measure by reach, and in particular we want to help brands to make smarter decisions on how they buy TV, in particular we are offering impact-based metrics to better understand what a keyword does after seeing an ad,” explained Ng.

“In particular what we’re doing is allowing brands to measure the lift when someone searches for their brand after seeing their TV ad.”

Ng went on to add: “Generally we want to give advertisers as much choice as possible when it comes to measurement, and we have our existing partnerships already with Nielsen, and we believe reach will continue to be important when it comes to brands understanding results for TV.

“So we are working to ensure that this is something that continues to hold for TV advertisers, and the impacted-based metrics are complementary and supplementary to reach.”

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Ronan Shields

I'm the digital editor at The Drum, and cover adtech and martech. Prefer news and analysis, over opinion pieces. Current fascination(s) are blockchain and media futures trading; also curious about transhumanism on a personal basis. NYC-based, but really London Irish.

All by Ronan