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.
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