At the National Association of Broadcasters Show in Las Vegas, Google’s president of global partnerships Daniel Alegre spoke at the closing general session about steps Google is taking to increase their involvement with the TV industry. This includes improvements to help viewers find shows they want to watch, changes to the DoubleClick ad platform to make it an effective option for TV, and even a little bit of help for content creators.
For viewers hoping to find shows to watch, Google is expanding their search capabilities to include live TV listings. A far cry from buying a TV guide at the grocery store, viewers can now use their smartphone and Google Search to enter a title their are interested in and receive lots of viewing options. Last year Google added information on apps and sites that could be used to access a title. The addition of live TV listings builds on this so viewers can find channels and times to watch through traditional means instead of via a specific app or service.
Advertisers will now be able to access a new platform called DoubleClick Dynamic Ad Insertion. This new tool brings the user customized ad delivery features of the web to TV advertising. Google says it will work with both live and on-demand TV and can be tied into directly sold and programmatic titles. Like web advertising, Google will build a user profile based on the data-mining they conduct while you are online, notably while using their services, and then deliver ads to whatever screen you may be watching. Google says they successfully test the concept during the Rugby World Cup Finals on TF1 and during the Republican Presidential Debates on Fox News.
Along with being able to customize delivered ads based on the viewer, the DoubleClick for Publishers service will now be able to enforce new rules and controls that publishers can implement for ad breaks. As an example, Google notes that they can ensure ads from two different automakers are not shown during the same break or that incompatible products like alcohol and children’s cereal are not displayed together.
Google and DoubleClick also revealed they have added three new partners to the platform including MCN, Roku and Cablevision. They will be implementing the DoubleClick for Publishers platform and join existing partners like AMC Networks.
Finally, Alegre announced that Google is partnering with Autodesk to release a new cloud-based rendering solution for 3D animation and modeling. Called Maya® for Google Cloud Platform ZYNC Render, the new tool capitalizes on Autodesk’s success in the 3D animation field by helping move rendering jobs to the cloud.
source: Google Inside Search
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