BT Sport has teamed up with Google as its exclusive digital sales partner for dynamically inserted advertising that is sold against live sporting events. ‘Digital’ sales partner means Google is selling the ads, which can be targeted, that will be shown in the live streams going to online viewers using the BT Sport website or app (so this does not affect broadcast TV ad sales).
BT Sport is one of a growing number of broadcasters in the UK to support dynamic ad insertion (DAI) for live online viewing. DAI means the ads that are shown on broadcast TV (e.g. over IPTV, satellite or cable) can be replaced with different advertising online. This is the technical foundation upon which addressable advertising is based. The logged-in BT Sports viewers will therefore see more personalized advertising on their computers, tablets and mobiles.
BT Sport has rights to the UEFA Champions League, 42 Premier League football matches, Aviva Premiership Rugby and the European Rugby Champions Cup rugby, so the DAI/targeted advertising is against some super premium content.
Google’s DoubleClick for Publishers solution allows content owners to replicate the ad pattern of the broadcast advertising break, serve the creatives in real-time and maintain regulatory and commercial compliance.
“This partnership exemplifies the incredible opportunities that lie ahead of a broadcaster as more and more of their viewership comes from online sources, making their ad inventory more valuable,” Benjamin Faes, Managing Director for Global Partnerships, EMEA Google, declares. Tony Singh, Director of Business Affairs and Business Development at BT Consumer, says, “We are always looking at ways in which we can innovate to deliver a better offering for our advertisers as well as our users.”
