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YouTube launches Real-Time Ads starting with Super Bowl 50
Manuela Walfenzao| 21 de enero de 2016
Tara Walpert Levy, directora de Soluciones para Agencias de Google
YouTube is introducing a product called Real-Time Ads, which allows advertisers to rapidly publish short videos, banners or graphs in response to actions that are taking place live. The product will be available for Super Bowl 50, next February 7th. Although the creative pieces for the ads can be inserted and created at the moment, advertisers must reserve the spots in advance. Brands can buy plans based on timing (such as halftime or the start of the game) or according to actions (touchdowns, interception or field game, for example). The piece will then be inserted in YouTube.Google tested the product with EA Sports during the NFL postseason, with GIFs that referred to game play barely moments after they took place on the field. The Super Bowl will be the first of many live cultural events that will have Real-Time Ads, said Tara Walpert Levy, Managing Director, Agency Solutions at Google. Comcast already purchased YouTube live ad space for this years Academy Awards. This format will be available during this year’s U.S. Presidential Elections and Summer Olympics in Rio. YouTube also launched its annual AdBlitz channel, which hosts official Super Bowl ads that users can watch, vote on and share with friends, family and through social platforms.”These are ways for marketers to connect on a deeper way as consumers are experiencing it” Levy said.
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