As more brands integrate television and video media buys, Google is making traditional TV inventory available to buy programmatically in DoubleClick Bid Manager in the U.S.
Partners supporting the shift include WideOrbit and clypd, along with Google Fiber, the company's broadband service with speeds up to 1,000 Mbps for small businesses. The news -- released Monday from Google at the National Association of Broadcasters (NAB) show -- aims to bridge the gap between TV and digital video, but also search engine marketing and advertising.
Rany Ng, director of product management at Google, wrote in a blog post that "impact-based metrics" in DoubleClick also will give advertisers the ability to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.
By adding programmatic features to traditional TV buying in DoubleClick Bid Manager, Ng says Google is taking the first step to allow advertisers and agencies to manage their video campaigns across digital and linear TV.
Programmatic technology has already automated some manual processes associated with buying digital video. With this integration, Google will extend many of the same workflow improvements to traditional TV.
Perhaps Google is a bit ahead of the curve with this integration. About 64% of advertisers and agencies surveyed in a report from software provider Videology said within three to five years they expect more than half of their TV buying to go through programmatic channels. Some 57% of said they intend to increase their programmatic TV ad buys this year.
Still, the challenge remains in educating marketers on the benefits and options of advanced television, per Videology. More than half of advertisers lack a clear understanding of the difference between programmatic and addressable TV.