• by Laurie Sullivan  @lauriesullivan, January 31, 2018

Google has developed a real-time trigger, available in DoubleClick Bid Manager, that allows advertisers to activate display and video campaigns in real-time based on predefined triggers or moments that correspond with an event on live TV or in the real world, such as when a Super Bowl LII player scores a touchdown.

Brands define the triggers in Bid Manager and specify the ad creative they want to go live immediately following the event. During the Super Bowl, for example, an advertiser might trigger digital video ads to serve directly after their commercial airs on TV. The key feature of this new capability is that it is nearly instantaneous from the time the moment occurs to the time the campaign goes live -- it all takes place within a few seconds.

While the feature is part of Google's push to support cross-screen advertising strategies, Olof Schybergson, CEO of Fjord, says it demonstrates the value of being in "the moment" to connect real-world events and experiences with things that occur virtually -- a trend that Accenture analysts say will only become more pronounced in 2018.

Ipsos found that 80% of sports viewers say they use a computer or smartphone while watching live sports on TV to do things such as searching for player stats and live scores, messaging other fans, and watching related videos.

Google has also integrated weather data so advertisers can serve ads based on real-time weather parameters such as rain or snow. Sports triggers will enable advertisers to serve ads based on real-time occurrences in sporting events such as when a player scores in the game.

In addition to Google's Real-Time Triggers, the company has introduced a feature it calls TV Ad Explore -- a reporting dashboard to give digital media buyers the ability to measure their TV campaigns alongside digital campaigns.

These metrics are intended to help digital media buyers better understand how TV dollars work, or not, to help the brand reach its audiences. Marketers can use these insights to better plan and coordinate their digital campaign budgets and tactics. The feature also answers questions related to increased awareness in search results. It will track the volume of searches for a brand after an advertisement airs.

Google also plans to enable media planning across TV and digital, so advertisers can leverage insights from their TV campaigns to optimize their digital media plans. The focus is on building incremental reach, per Google. For example, advertisers will have an option to use TV Ad Explorer to project if and how digital media placements can provide incremental reach or more cost-efficient reach to augment TV.