DoubleClick by GoogleDoubleClick by Google

The Goals

  • Monetize Broadcast Live Linear content
  • Increase addressable video inventory
  • Improve ad user experience with targeted ads
  • Improve ad performance with zero latency

The Approach

  • Embraced DoubleClick technology
  • Rolled out Dynamic Ad Insertion
  • Scaled up during Euro 2016 championship

The Results

  • Created more than 40 million new ad impressions
  • Reached up to almost 1 million online users during broadcast
  • Worked with 130 different buyers during key matches
  • High completion rate and 95% ad visibility


Published April 2017

The French TV audience is increasingly watching live events through connected devices. During Rugby World Cup 2015 and Euro 2016, TF1 used DoubleClick’s Dynamic Ad Insertion. This technology allows linear TV commercials to be replaced by online video ads if a user is watching live content through a device other than a television. Alongside an increase in ad impressions, this gave TF1 a significant increase in the number of advertisers who could reach the events’ audiences.

When we decided to launch DAI on a larger scale during Euro 2016, Google was very reactive and innovative.

Hugues Laigneau, Leader of Digital Products, Data and Analytics, TF1 Global


Further reading:

BT Sport partners with Google to manage digital sales for dynamic ad insertion

    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.

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