& cplSiteName &

Google Pitches TV-Like Quality for Online Ads

Aditya Kishore

BUDAPEST -- Digital TV Central & Eastern Europe -- Although navigating the online video ecosystem is complex, Google can help, according to Google's Strategic Partner Manager Michal Stefanski.

Speaking at the Digital TV CEE event in Budapest Wednesday, Stefanski introduced Google's DoubleClick Dynamic Ad Insertion platform, which he promised would "deliver TV-like ad experiences for online video, at scale."

Stefanski began his presentation pointing out that video consumption is growing rapidly, with time spent on YouTube growing 100% every year. He also stressed that viewing is shifting to mobile devices, with 177 minutes a day spent using a smartphone and the average user taking it out 150 times a day.

Advertisers are following eyeballs, with online video advertising spend growing at a 43% CAGR (compound annual growth rate) while TV advertising is barely growing at 2% CAGR, according to Stefanski. Although it should be pointed out that in terms of total revenue, TV advertising still dwarfs online video ad spend and will continue to do so for several years to come.

Stefanski also stressed that video ad buying is shifting to programmatic, in other words, using an automated way of buying and selling advertising inventory. Google (Nasdaq: GOOG) estimates that 27% of all online video ad buying will be programmatic this year, and that will rise to 44% by the end of 2020.

But the ecosystem for video delivery is very complex, requiring support for a variety of screen sizes, connection speeds and advertising formats among other variables. Google's solution is to simplify the entire process by having advertisers push their content onto the Google cloud, integrate it into its ad server and then use the DoubleClick Dynamic Ad Insertion platform to insert personalized ads to enable reliable streaming on any device.

One of the biggest challenges for advertisers, noted Stefanski, is the delay in switching from the actual video content stream to the advertising stream. This can result in buffering, interrupting the viewing experience (as if the mid-roll ad wasn't interruption enough).

The DoubleClick digital ad insertion stream manager manipulates the manifest in the adaptive bit-rate (ABR) streaming protocol, stitching the content stream and the ad stream together to make its delivery seamless. And all analytics and "ad-decisioning" elements are retained behind the delivery.

"It's a simplified structure," said Stefanski, "and it smooths ad delivery."

Google used this in the field with French broadcaster TF1 during the Euros soccer tournament, delivering three different ads on three different platforms based on the varying user profiles for those devices. Now Stefanski wants broadcasters in central and eastern Europe to embrace it.

Stefanski also pointed to Google's use of machine learning as a tool for broadcasters distributing content online. The ability to gather data automatically and develop more precise insight into viewing behavior and content itself can help broadcasters in a number of ways.

For example, it can recommend specific clips to stitch together to create personalized highlights and promotions. Machine learning also helps create better, more granular metadata, which can enable more precise content searches. It also includes a speech API, allowing for automated closed captioning, and the platform can be trained to learn the specific requirements of customers to address several other use-cases.

"This can remake the media value chain," enthused Stefanski. "Everything can be powered by machine learning."

Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation

(1)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
User Rank: Light Sabre
10/12/2017 | 12:55:43 PM
150 times
It's amazing how much we rely on our phones for data, entertainment and communication. I remember not too long ago we were all talking about wearables supplanting phones. It hasn't happened, and now I wonder if it ever really will. 
Featured Video
From The Founder
Light Reading is spending much of this year digging into the details of how automation technology will impact the comms market, but let's take a moment to also look at how automation is set to overturn the current world order by the middle of the century.
Flash Poll
Upcoming Live Events
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 2, 2017, 8 Northumberland Avenue London
November 10, 2017, The Westin Times Square, New York, NY
November 16, 2017, ExCel Centre, London
November 30, 2017, The Westin Times Square
May 14-17, 2018, Austin Convention Center
All Upcoming Live Events
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Muni Policies Stymie Edge Computing
Carol Wilson, Editor-at-large, 10/17/2017
Pai's FCC Raises Alarms at Competitive Carriers
Carol Wilson, Editor-at-large, 10/16/2017
Is US Lurching Back to Monopoly Status?
Carol Wilson, Editor-at-large, 10/16/2017
'Brutal' Automation & the Looming Workforce Cull
Iain Morris, News Editor, 10/18/2017
Worried About Bandwidth for 4K? Here Comes 8K!
Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation, 10/17/2017
Animals with Phones
Live Digital Audio

Understanding the full experience of women in technology requires starting at the collegiate level (or sooner) and studying the technologies women are involved with, company cultures they're part of and personal experiences of individuals.

During this WiC radio show, we will talk with Nicole Engelbert, the director of Research & Analysis for Ovum Technology and a 23-year telecom industry veteran, about her experiences and perspectives on women in tech. Engelbert covers infrastructure, applications and industries for Ovum, but she is also involved in the research firm's higher education team and has helped colleges and universities globally leverage technology as a strategy for improving recruitment, retention and graduation performance.

She will share her unique insight into the collegiate level, where women pursuing engineering and STEM-related degrees is dwindling. Engelbert will also reveal new, original Ovum research on the topics of artificial intelligence, the Internet of Things, security and augmented reality, as well as discuss what each of those technologies might mean for women in our field. As always, we'll also leave plenty of time to answer all your questions live on the air and chat board.

Like Us on Facebook
Twitter Feed
Partner Perspectives - content from our sponsors
The Mobile Broadband Road Ahead
By Kevin Taylor, for Huawei
All Partner Perspectives