DoubleClick—a Google subsidiary known for its internet ad serving services—is expanding to offer traditional TV ad space too. It’s promising access to both local and national markets… but it’s US only, for now at least.
Single desk disruption
With traditional TV integration, DoubleClick will facilitate multi-campaign management through a single dashboard, regardless of the medium. The simplicity of a single online interface will appeal to many as preferable to dealing with multiple vendors and platforms.
Selling TV ad space via a platform known for its online display advertising could rock the boat in a few ways. If the same sort of bid system is used, competition could be in flux on both the supply and demand sides.
So far, traditional TV ad space is on available through DoubleClick Bid Manager in the US.
To make it happen, DoubleClick has partnered with established players in the field. So far, those partners include WideOrbit and Clypd, with Google’s own Fiber thrown in for good measure.
There’s no official word on if and when DoubleClick will be serving traditional TV ads via its Australasian service.
One of the partners to the US venture, WideOrbit, already has Australasian reach via the AVC Group. If DoubleClick decides to look at the Australian and New Zealand TV ad markets next, that connection could be a convenient in-road.
If you could manage TV ads and online advertising through a single point, would you? Let us know how important this could be in the comments.
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.