Bloomberg Media Group is launching TRIGR TV, an innovative 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, an overdue 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. Now, by marrying Bloomberg Interlink with the TRIGR platform, Bloomberg Media can activate this same capability across Bloomberg TV for the first time.
Innovating Broadcast Advertising
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 analyse 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. This new breakthrough in broadcast advertising creates an opportunity for brands to serve relevant brand messages to an engaged audience on Bloomberg TV delivering instant opportunity based on real-time variables.
TRIGR originally launched in mid-2017 for digital, and has expanded on to social platforms in 2018. Since launch, Bloomberg Media has seen a consistent lift in user engagement (8-22%) when TRIGR data is used to target an advertiser’s message leading to strong advertiser adoption.
Bloomberg Media’s Ad Innovation
TRIGR TV joins Bloomberg Media Group’s ad product portfolio which has nearly tripled from eight products in 2015 to 22 in 2019. The company continues to see strong engagement with ad experiences that create native utility to the Bloomberg user. In 2018, revenue from innovative advertising products grew by 44% and accounted for 27% of Bloomberg Media’s total digital advertising revenue.
An example of a highly successful innovative ad unit is ad.apt, which enables Bloomberg to convert a simple set of brand elements into a multitude of natively designed formats for display advertising. Other high-performing ad products include Canopy, which harnesses the same proprietary tech that powers Bloomberg’s digital platforms with full interactive functionality, and ScrollView, a mobile experience that reveals a brand’s message as part of readers’ scrolling motion.