DoubleClick Bid Manager testing features to improve digital & TV campaign coordination

Ahead of Super Bowl Sunday, Google has announced two new features in DoubleClick Bid Manager to help advertisers activate campaigns across multiple screens and bridge digital and live TV efforts.

Eighty percent of sports viewers say they use a computer or smartphone while watching live sports on TV to do things like searching for player stats and live scores, messaging other fans and watching related videos, according to a Google-commissioned Ipsos study.

Real-time triggers

Real-time triggers allow advertisers to set predefined moments that correspond to a live TV or other event. The triggers then activate display and video campaigns in real time immediately after the event occurs.

For example, Super Bowl advertisers using DoubleClick Bid Manager (DBM) can set triggers to activate digital campaigns right after their live television ads air during the big game.

[Read the full article on MarTech Today.]

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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