Working with Google, it generated GIF highlights through a “Madden GIFERATOR,” and pushed dynamic messaging such as, “It’s halftime, go think of a way to stop me!” featuring key players across sports sites and apps in the Google Display Network.
And American Express beta tested Real-Time Ads to drive tune-in for its live concert streaming series by dynamically swapping out set lists in placements.
Google didn’t divulge much about the workflow requirements for serving a Real-Time Ad, but Walpert Levy said it’s the same process for an ad campaign that’s running across AdWords or Google Display Network, except the content is typically “pre-planned” and inserted dynamically.
Other beta testers will tap preexisting assets – a voluminous library of video on-demand content in the case of Comcast – to time video ads sequentially to the Oscars’ award show.
YouTube is also touting itself as the primary video destination for the biggest live sports event of them all: the Super Bowl.
It will aggregate all Super Bowl video ads into one central location/program called YouTube AdBlitz, allowing consumers to discuss and vote on ads. It’s telling marketers that ads running against AdBlitz video content generate four times higher watch time than non-AdBlitz program content.
“We’re now seeing a whole Super Bowl cycle,” Walpert Levy claimed. “We’re seeing demand earlier and earlier and marketers looking to build buzz through video teasers before the spot even runs.”
YouTube claims consumers viewed Super Bowl video ads more than 300,000 times on its platform during last year’s game day. It also shared Pixability data that found advertisers got 2.2 times the number of views and 3.1 times the number shares when ads were published pre-game.
“This data tells us pre-releasing content is more effective,” Walpert Levy added, “and people’s content consumption patterns have changed.”
Real-Time Ads are presently in beta and will roll out more widely at the end of the year.