Bloomberg launches digital advertising solution to broadcast TV

Keiligh Baker's picture
by Keiligh Baker

Bloomberg Media Group is launching TRIGR TV, an ad solution that brings the flexibility and real-time adaptation of digital advertising to linear broadcast television.

Powering TRIGR TV is a new patent-pending technology called Bloomberg Interlink, a breakthrough in television advertising. Bloomberg Interlink serves as a “bridge” that connects a traditional broadcast television system to a digital ad server, enabling Bloomberg to place ads in real time and manage advertising inventory dynamically in a similar fashion to web, mobile and OTT.

Bloomberg Interlink leverages the existing TRIGR product technology, which turns market movements into instant opportunity for brands by serving contextually relevant ads driven by market “triggers” seamlessly across the web and social.

By marrying Bloomberg Interlink with the TRIGR platform, Bloomberg Media can activate this same capability across Bloomberg TV for the first time.

A spokesman said: "The current state of ad trafficking on television has not changed for decades, and the process is linear and restricted in scope with significant limitations on reaction time once advertising has been scheduled and booked.

"A key differentiator for digital advertising is the ability to analyze advertisements at the point of delivery and serve dynamic ads based on available inventory."

Bloomberg Media’s ad innovation team sought to find a more efficient workflow to serve relevant brand messaging and advertising on Bloomberg TV as they do across digital, and developed a solution to eliminate the manual scheduling for individual broadcast ads.

With Bloomberg Interlink, there is now a mechanism for broadcast systems to talk to a digital ad server, allowing for a means of translation between the two disparate systems. The unique system also translates creative asset requirements for broadcast TV factoring in differences of creative attributes between digital and TV.

By combining TRIGR TV and Interlink, Bloomberg Media is able to serve dynamic advertising on Bloomberg TV based on market movements in the same way it does across its digital platforms.

TD Ameritrade is the launch partner of TRIGR TV, with more advertisers to come in 2019.