New Addressable TV Features Announced by Google
News from the NAB conference in Las Vegas of new addressable TV features from Google, according to MediaPost. Chief among them are the DoubleClick Dynamic Ad Insertion for broadcasters, as well as an updated version of DoubleClick for Publishers, which will prevent rival advertisers from being featured in tandem in the same TV ad segment.
The Dynamic Ad Insertion feature allows viewers of both live and on-demand TV to see personalized advertisements. It has already been tested during the Rugby World Cup Finals on TF1 and the Republican Presidential Debates on Fox News.
“It could also help broadcasters comply with other rules, like ensuring an alcohol ad and children’s cereal ad don’t run in the same break,” wrote Rany Ng, director of product management, Video & TV Advertising, Google, in a blog post.
Google also plans to serve up more TV information with searches at Google.com. For example, when viewers search a particular show or movie, they will be told where they can see it live on television.
Meanwhile, according to the company, TV and movie searches on mobile are up 55% in the past year.