Google has announced that in addition to online ads, advertisers can now buy traditional TV advertising through the DoubleClick Bid Manager. The company continues to explore the new frontier of video advertisements as the boundaries between online and linear TV blend together.
“Historically, TV and digital advertising have been bought and measured through different systems and currencies,” Google writes. “By adding traditional TV buying into DoubleClick Bid Manager, 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.”
To make this new feature a reality, DoubleClick has been integrated with other TV ad companies and products, including Wideorbit, Clypd and Google Fiber. Through these partnerships, advertisers will have access to both national and local ad inventory.
These ads will also be connected to DoubleClick’s online measurement, such as seeing whether a TV ad drives more Google and YouTube searches for the brand being advertised.
But, According to John McCarus, who founded Newfronts on behalf of Digitas and now works as a consultant, though “this is a huge step towards comparative measurement as it should allow for scalable tv to web content measurement, [. . .] the ecosytem of tv and video buying faces other challenges both cultural (people and process) as well as behavior based (how people engage with these different mediums) that stand in the way of a ‘one size fits all’ measurement solution. I just don’t see it happening for at least 5 years.”