NEWS & ANALYSIS
Google’s ‘Real-Time Triggers’ Let Advertisers
Piggyback on Real-World Events
BY DOUG McPHERSON
MOUNTAIN VIEW, Calif. — Google
has developed a way for advertisers to
activate campaigns in real-time based on
predefined “triggers” or “moments” that
correspond with an event on live TV or
in the real world.
Dubbed a “real-time trigger,” the tool
is available in DoubleClick Bid Manager
and lets brands define the triggers and
specify the ad creative they want to go
live immediately following the event.
So, during the Super Bowl — for
example — an advertiser might trigger
digital video ads immediately after their
ad airs on TV or when a certain player
scores a touchdown, all within seconds.
Google has also integrated weather
data, so advertisers can serve ads based
on real-time weather parameters such as
rain or snow.
While the trigger feature is part of
Google’s push to support cross-screen
advertising strategies, Olof Schybergson,
CEO of Fjord, says it demonstrates the
value of being in “the moment” to con-
nect real-world events and experiences
with things that occur virtually — a
trend that Accenture analysts predict
will become more popular in 2018.
Ipsos found that 80 percent of sports
viewers say they use a computer or
smartphone while watching live sports
on TV to do things such as searching for
player stats and live scores, messaging
other fans, and watching related videos.
Google also introduced TV Ad
Explore, a dashboard that lets digital
media buyers measure their TV campaigns together with their digital campaigns. The tool will track the volume
of brand searches following the airing
of an ad to help marketers better understand the reach of their comprehensive
These metrics are intended to help
digital media buyers better understand
how TV dollars work, or not, to help the
brand reach its audiences. Marketers can
use these insights to better plan and co-ordinate their digital campaign budgets
Google is also plans to enable media
planning across TV and digital, so advertisers can use insights from their TV
campaigns to improve their digital media
plans. For example, advertisers will have
an option to use TV Ad Explore to predict if and how digital media placements
can provide incremental reach or more
cost-efficient reach to augment TV.
SAN FRANCISCO — Netflix is taking billions of dollars a year away from
traditional TV advertising revenue as a
result of viewing on its platform — viewing that in the past would have gone to
ad-supported TV networks, according to
a report from nScreenMedia.
Digital media analyst Colin Dixon,
who wrote the report, does the math this
way: the average U.S. Netflix subscriber
misses about 35 commercials per day.
For all of Netflix’s U.S. subscribers (56.4
million), this equals nearly 2 billion ad
views per day.
In a year, the average Netflix U.S.
subscriber misses 5,753 ads during prime-time viewing and 7,032 ads during non-prime time. Using the cost-per-thousand
metric of $18 in prime time and $5 for
non-prime time programming, these
missed ad views equal $7.6 billion for all
Dixon says his analysis assumes Net-
flix viewing replaces only ad-supported
television viewing. “It doesn’t consider
ad-skipping through DVRs, though
Nielsen says the average U.S. adult only
spends about 10 percent of TV viewing
time on DVRs,” he says. “It also doesn’t
consider the use of premium video net-
works like HBO and Showtime. These
factors could lower the calculated value
of lost ads by 15 percent to 20 percent.”
Also, in the report, Dixon mentions
John Martin, CEO of Turner Networks,
Report: Netflix Costs TV Nets Billions;
YouTube TV Adds Turner, Raises Prices
BY DOUG McPHERSON