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Published September 2016

BT Sport is one of the first dedicated UK sports broadcasters to introduce dynamic ad insertion into live streamed events, a feature that will make ads relevant for viewers across any screen that they watch. In a first-of-its-kind deal, BT Sport has teamed up with Google as its exclusive digital sales partner for dynamic ad insertion. The partnership makes Google responsible for ad monetization around key live broadcast sporting events that appear on the BT Sport website and app.

BT Sport coverage provides access to top sporting events from across the world, including every match from the UEFA Champions League and UEFA Europa League, 42 Premier League matches, The Emirates FA Cup, Aviva Premiership Rugby, European Rugby Champions Cup, MotoGP, UFC and much more — including, later this year, Australian cricket, with both test matches and the Big Bash League Twenty20 competition.

For key events, ads will be delivered to the app and online using dynamic ad insertion technology. Logged-in viewers watching on their laptop, desktop, mobile and tablet will have a more personal ad experience with clickable ads.

More and more people are enjoying BT Sport via our best-in-class app and online player and we are always looking at ways in which we can innovate to deliver a better offering for our advertisers as well as our users. We work with Google on a number of initiatives, and we’re delighted to be partnering with them on dynamic ad insertion.

Tony Singh, Director of Business Affairs and Business Development, BT Consumer

DoubleClick for Publishers enables ingestion of an entire broadcast schedule, which makes it possible to mirror the advertising break pattern in broadcast television. The technology also simplifies packaging content and breaking it into multiple bundles, so booking and trafficking are as simple as targeting the program type.

For BT Sport’s ad breaks of dynamic duration, DoubleClick for Publishers can serve creatives in real-time, while still ensuring that specific valuable positions within those breaks — such as the first ad and last ad — can be guaranteed. And with ad exclusions, the technology respects both broadcast regulations and advertisers’ specific requirements.

Our partnership with BT is hugely important to Google. It 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, Global Partnerships, EMEA Google

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