Tag Archives: Programmatic TV

How the Cloud is Transforming TV Across All Screens

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Recently, at the National Association for Broadcasters (NAB) Show in Las Vegas, we released the fourth installment of our Evolution of TV series where we explore the impact of the cloud on TV's transformation. The premise of this new whitepaper is that everything we know about TV delivery and viewing is about to change.


Everything from the way we watch TV to how it's distributed is changing. The delivery and production of the TV content we're viewing—and sometimes binge-watching on so many screens—is on the cusp of industry-wide innovation as TV delivery shifts from over the air, satellite, or cable to the internet. To support TV programming over the internet, those responsible for delivering the content—the programmers and distributors—are beginning to migrate their operations to a more flexible, agile environment: the cloud


In short, migrating TV to the cloud not only affords programmers and distributors cost savings and efficiency but also enables innovation that could change TV as we know it today into a far more dynamic, personalized, and addressable medium.


Download the PDF to get the entire scoop on how parallel transformations in other industries show us that the cloud will encourage innovation and necessitate agility for programmers and distributors, as well as create a vastly different viewing experience for users.




Anish Kattukaran,

Product Marketing, DoubleClick Video & Brand Measurement

How the Cloud is Transforming TV Across All Screens

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Recently, at the National Association for Broadcasters (NAB) Show in Las Vegas, we released the fourth installment of our Evolution of TV series where we explore the impact of the cloud on TV's transformation. The premise of this new whitepaper is that everything we know about TV delivery and viewing is about to change.


Everything from the way we watch TV to how it's distributed is changing. The delivery and production of the TV content we're viewing—and sometimes binge-watching on so many screens—is on the cusp of industry-wide innovation as TV delivery shifts from over the air, satellite, or cable to the internet. To support TV programming over the internet, those responsible for delivering the content—the programmers and distributors—are beginning to migrate their operations to a more flexible, agile environment: the cloud


In this new whitepaper we explore a few of the cloud migrations happening in specific areas of the TV business like:
  • Subscription services
  • Transcoding and encoding
  • Broadcast automation
  • Stream packaging
  • Signal distribution between partners
  • Signal acquisition between partners
  • Storage and archiving


In short, migrating TV to the cloud not only affords programmers and distributors cost savings and efficiency but also enables innovation that could change TV as we know it today into a far more dynamic, personalized, and addressable medium.


Download the PDF to get the entire scoop on how parallel transformations in other industries show us that the cloud will encourage innovation and necessitate agility for programmers and distributors, as well as create a vastly different viewing experience for users.




Anish Kattukaran,
Product Marketing, DoubleClick Video & Brand Measurement

Announcing new ways for TV providers to manage cross-screen, addressable digital video advertising

Cross posted from our DoubleClick for Publishers blog.

It's an exciting time for broadcasters. With the proliferation of streaming video, OTT devices, connected TVs and mobile devices, the line between offline and digital video is quickly blurring. Navigating this change, though, is tricky--broadcasters are now facing the challenge of how to manage an ads business that spans multiple devices and multiple ways of consuming content. We’ve been working on a few initiatives to help broadcasters with this challenge, I had the pleasure of introducing a few of these at the NAB Show this morning.

Better TV forecasting in DoubleClick for Publishers
One of the biggest challenges broadcasters face in this new landscape is accurately being able to forecast their inventory for their shows. What was once a fairly straightforward process--estimating how many ads they could show during a given program though one delivery method on one screen--now looks like a logic puzzle on steroids. 

Broadcasters now need to take into account the unpredictable nature of viewing habits on multiple screens, seasonality, spikes and fluctuations in traffic (e.g. for NCAA finals), different devices, ad loads, not to mention all of the new data that is available with digital.  How do you even begin to tell an advertiser that you can deliver on their campaign goals if the math is just this complicated? And especially as broadcasters plan for the upfronts?

To help them meet this challenge, we're introducing new ways for broadcasters to forecast in DoubleClick for Publishers by enabling them to forecast available internet TV inventory with greater precision and insights and the impact from patterns in commercial breaks. And coming soon, broadcasters will be able to use seasonality in forecasting for upfront cycles and model based on their offline data. Our goal with these changes is to make it easier for our broadcast partners to manage this process and put together great inventory packages for their upfront offerings.

mDialog inventory comes to the DoubleClick Ad Exchange
Last year, we acquired a company called mDialog with expertise in dynamically delivering ads to internet-delivered TV content (like streaming video, OTT devices and connected TVs). We’ve been working to bring their technology together with ours. Thanks to this work, we’ve now connected mDialog inventory to the DoubleClick Ad Exchange. This means that TV providers will be able to monetize TV inventory across OTT devices (like Chromecast, Apple TV, Roku, Amazon Fire TB), across all screens, programmatically. 

Partners like Fox News are already seeing success with this new feature:

'With more and more of our viewers consuming content across screens, digital video is, of course, a huge focus. Google bringing the mDialog technology to the DoubleClick Ad Exchange has allowed us to connect our Internet-delivered television content, whether live programming or full-episode shows with the controls we need to programmatic demand. This is a great step forward both towards being able to better monetize this cross-screen content and providing a great ads experience for viewers. We're excited to see where this goes."
- Zach Friedman,
VP of Digital Ad Sales at FOX News Channel & FOX Business Network

Investing for the future

We're experimenting with additional models, like linear TV, as well. As just one example, we're running trials of addressable ads into linear TV set-top boxes via our Google Fiber service in Kansas City. Powered by DoubleClick technology, we are helping local businesses connect with customers in that market by delivering more relevant messages to viewers.

Continuing to explore the evolution of TV
In our ongoing DoubleClick series on the Evolution of TV, we've been discussing the risks and opportunities around 7 dynamics transforming the advertising landscape. In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.

Ultimately delivering addressable ads whether across TV ads served via the internet or through the set-top box is about delighting users with the best viewing experience. It's a technology that everyone in the industry can get behind. Advertisers have always wanted the customization, programmers and distributors have always wanted it to maximize the value of every impression and viewers appreciate more relevant ads. Addressable TV is a win-win-win proposition.

Posted by Rany Ng, Director of Product Management, Video

Announcing new ways for TV providers to manage cross-screen, addressable digital video advertising

It's an exciting time for broadcasters. With the proliferation of streaming video, OTT devices, connected TVs and mobile devices, the line between offline and digital video is quickly blurring. Navigating this change, though, is tricky--broadcasters are now facing the challenge of how to manage an ads business that spans multiple devices and multiple ways of consuming content. We’ve been working on a few initiatives to help broadcasters with this challenge, I had the pleasure of introducing a few of these at the NAB Show this morning.

Better TV forecasting in DoubleClick for Publishers
One of the biggest challenges broadcasters face in this new landscape is accurately being able to forecast their inventory for their shows. What was once a fairly straightforward process--estimating how many ads they could show during a given program though one delivery method on one screen--now looks like a logic puzzle on steroids. 

Broadcasters now need to take into account the unpredictable nature of viewing habits on multiple screens, seasonality, spikes and fluctuations in traffic (e.g. for NCAA finals), different devices, ad loads, not to mention all of the new data that is available with digital.  How do you even begin to tell an advertiser that you can deliver on their campaign goals if the math is just this complicated? And especially as broadcasters plan for the upfronts?

To help them meet this challenge, we're introducing new ways for broadcasters to forecast in DoubleClick for Publishers by enabling them to forecast available internet TV inventory with greater precision and insights and the impact from patterns in commercial breaks. And coming soon, broadcasters will be able to use seasonality in forecasting for upfront cycles and model based on their offline data. Our goal with these changes is to make it easier for our broadcast partners to manage this process and put together great inventory packages for their upfront offerings.

mDialog inventory comes to the DoubleClick Ad Exchange
Last year, we acquired a company called mDialog with expertise in dynamically delivering ads to internet-delivered TV content (like streaming video, OTT devices and connected TVs). We’ve been working to bring their technology together with ours. Thanks to this work, we’ve now connected mDialog inventory to the DoubleClick Ad Exchange. This means that TV providers will be able to monetize TV inventory across OTT devices (like Chromecast, Apple TV, Roku, Amazon Fire TB), across all screens, programmatically. 

Partners like Fox News are already seeing success with this new feature:

'With more and more of our viewers consuming content across screens, digital video is, of course, a huge focus. Google bringing the mDialog technology to the DoubleClick Ad Exchange has allowed us to connect our Internet-delivered television content, whether live programming or full-episode shows with the controls we need to programmatic demand. This is a great step forward both towards being able to better monetize this cross-screen content and providing a great ads experience for viewers. We're excited to see where this goes."
- Zach Friedman,
VP of Digital Ad Sales at FOX News Channel & FOX Business Network

Investing for the future

We're experimenting with additional models, like linear TV, as well. As just one example, we're running trials of addressable ads into linear TV set-top boxes via our Google Fiber service in Kansas City. Powered by DoubleClick technology, we are helping local businesses connect with customers in that market by delivering more relevant messages to viewers.

Continuing to explore the evolution of TV
In our ongoing DoubleClick series on the Evolution of TV, we've been discussing the risks and opportunities around 7 dynamics transforming the advertising landscape. In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.

Ultimately delivering addressable ads whether across TV ads served via the internet or through the set-top box is about delighting users with the best viewing experience. It's a technology that everyone in the industry can get behind. Advertisers have always wanted the customization, programmers and distributors have always wanted it to maximize the value of every impression and viewers appreciate more relevant ads. Addressable TV is a win-win-win proposition.

Posted by Rany Ng, Director of Product Management, Video

Programmatic TV: Setting the record straight

It’s unlikely that programmatic TV will start out in the same manner as it did in the digital display ad world. That means no real-time bidding on open exchanges right off the bat. TV inventory is scarce and premium, so programmers and distributors are going to want a high level of control over transactions. As a result, we’re likely to see a mix of programmatic reservations, preferred deals, and private exchange deals. These will be coupled with premium TV and video marketplaces (such as Google Partner Select), which will emerge to help TV ad buyers and sellers transact. 

Chief among programmers’ and broadcasters’ concerns about programmatic TV is that it will lower the value of their TV inventory. Let’s quash that thinking right now. Here’s why programmatic makes sense for TV programmers and broadcasters:
  • Advertiser demand
  • Addressable inventory
  • Waste
  • Inventory prices
  • Risk
  • Fragmentation
Download the new whitepaper for the in-depth story on each of the six reasons.



Join Google & DoubleClick at NAB Show, Monday April 13th at 10:30am PDT

In our Evolution of TV series we've been exploring the 7 dynamics driving TV’s on-going transition to delivery over the internet. In the series we uncover that viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. Delivering against this cross-screen mix of traditional linear TV and TV over the internet, while making advertising as addressable and measurable as possible, requires both new business models and sophisticated new technology. 

Join Google’s Director of Product Management for Video Advertising, Rany Ng, at NAB Show for some exciting new TV announcements. Rany will take the stage for a keynote speech where she’ll discuss how this new, accelerated viewing model is changing the way that programmers, distributors and publishers deliver and monetize their content across every TV screen.

Following the keynote, Don Norton our Director of Broadcast and Sports Partnerships, will moderate a panel and Q&A session with senior industry thought-leaders from MTV Networks (Viacom), Pelmorex and our own mDialog.

For more details: NAB Show 2015
When: 10:30am, Monday, April 13
Where: Las Vegas Convention Center, Room N239-241
3150 Paradise Rd, Las Vegas, NV 89109

Evolution of TV: A New Whitepaper on The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

What is "programmatic TV"?
In this new whitepaper we explore what exactly "programmatic TV" is and its promise for those involved.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Evolution of TV: A New Whitepaper on The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

What is "programmatic TV"?
In this new whitepaper we explore what exactly programmatic TV is and its promise for those involved.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video