Bridging the gap between TV and digital video, Google is helping marketers to reach audiences across screens with making traditional TV inventory now available to buy in DoubleClick Bid Manager in the US.
To this end, the DpubleClick team now provide access to national, local and even addressable TV inventory in DoubleClick Bid Manager as it integrates WideOrbit, clypd and Google Fiber. By adding traditional TV buying into DBM, “we are taking 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,” writes DoubleClick team.
In addition, Google will be providing impact-based metrics in DoubleClick as well, says for example, “an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.”
“As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types. By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way,” writes Google.