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

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

Capitalizing on live events

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 on any screen. BT Sport 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 across the world, including every match from the UEFA Champions League and UEFA Europa League, 42 Premier League matches, The Emirates FA Cup, European Rugby Champions Cup, UFC and 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, or tablet device will have a more personal ad experience with clickable ads.

More and more people are enjoying BT Sport via our best-in-class app and online player, and we are always looking at ways in which we can innovate to deliver a better offering for our advertisers as well as our users. We work with Google on a number of initiatives, and we’re delighted to be partnering with them on dynamic ad insertion.

Tony Singh, Director of Business Affairs and Business Development, BT Consumer

Google Ad Manager enables ingestion of an entire broadcast schedule, which makes it possible to mirror the advertising break pattern in broadcast television. The platform also simplifies packaging content and breaking it into multiple bundles, so booking and trafficking is incredibly simple.

For BT Sport’s ad breaks of dynamic duration, Google Ad Manager can serve creatives in real-time, while still ensuring that valuable positions within those breaks can be guaranteed. And with ad exclusions, the company can respect both broadcast regulations and advertisers’ specific requirements.

Our partnership with BT is hugely important to 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.

Benjamin Faes, Managing Director, Global Partnership, EMEA Google

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