BT Sport is set to introduce tailored ads into its live-streamed events following a deal with Google.
The use of ‘dynamic ad insertion’ technology will mean viewers will see ads that correspond with the available data about them. For key events, including the UEFA Champions League, 42 Premier League matches and Aviva Premiership Rugby, personalised – and clickable – ads will be delivered.
The deal, which makes Google responsible for ad monetisation around key sporting events appearing on the BT Sport website and app, means logged-in viewers will have what Google describes as a “more personal ad experience”.
Google said it will be possible to package content and breaks into multiple bundles, to make booking ads as simple as targeting the programme type, while mirroring the TV broadcast advertising break pattern.
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Google’s ad server, DoubleClick for Publishers, will allow creative to be run in real-time, while still ensuring that specific positions within those breaks – such as the first ad and last ad – can be guaranteed.
“Our partnership with BT is hugely important to Google,” said Benjamin Faes, managing director, global partnerships, EMEA 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.”
Tony Singh, director of business affairs, BT Consumer, added: “We are always looking at ways in which we can innovate to deliver a better offering for our advertisers as well as our users.”
