Case Study

Dynamic Ad Insertion (DAI) drives 41% impression growth for video YoY for bTV

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Google Ad Manager

bTV is the largest and first private national television channel in Bulgaria, serving as the flagship station of the bTV Media Group, known for its news programs, local entertainment shows, and high audience share.

The challenge

Google Ad Manager

The traditional summer slowdown in new TV and digital content creates a challenge for publishers to maintain video ad revenue and meet advertiser expectations. Without new content, bTV previously saw a decrease in viewership for their on-demand video library, resulting in campaign delivery challenges.

The approach

Before implementing DAI, bTV monetized their website livestream only through pre-roll ads. Google's DAI enabled flexible ad placements within the livestream - allowing bTV to introduce mid-roll ads during commercial breaks on linear. The DAI implementation unlocked growth (+7 new advertisers) and new revenue streams, protected the viewer experience, and established bTV as a leader in the Bulgarian media market. BTV saw sustained, positive growth in their top line business metrics.

The results

  • +41%
    Impressions for video Y/Y in H1 ‘25
  • +27%
    Impressions for video Y/Y in summer months (June-July ‘25)
  • +7
    Advertisers Y/Y in H1 ‘25

Due to new possibilities with DAI stitcher, the trust from advertisers has significantly improved. We have increased our video inventory, have delivered all the video campaigns and opened our video inventory in the linear streaming also for Open Auction.

Yana Bogdanova, Programmatic Expert at, bTV

  1. Publisher results 2025. Individual results may vary.

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