DAZN has partnered with Google to establish a new technology stack which makes the OTT platform a leading player in delivering addressable broadcasting advertising in the DACH countries Germany, Austria and Switzerland.
As part of this development, it will expand its in-house media sales team and commercialise on its own the available advertising inventory. This transition includes the integration of Google Ad Manager 360 and Dynamic Ad Insertion (DAI) technology which will enable DAZN to offer advertisers the best of live broadcasting (great scale, premium content and engaged viewers ) with the power of digital ( per-impression measurement, enhanced targeting capabilities and new buying methods).
DAZN is also launching the ability for agencies and clients to purchase its addressable inventory through Programmatic Guaranteed. This combines the certainty of reservations – guaranteed appearance on the best quality live inventory – with advanced programmatic insights and decisioning. As DAZN will manage creative and all aspects of delivery, advertisers will also be guaranteed their campaigns serve in a 100% brand aligned way.
In taking these steps, DAZN will become the first mover to combine linear TV-like streaming of premium sports content with digital and programmatic advertising capabilities. The proposition is going to market first in DACH, with other DAZN markets set to follow in 2021.
Commenting on the development, Peter Burroughs, EVP Media, DAZN said: “DAZN has integrated with Google to evolve the way our OTT advertising is traded. Using the Google Dynamic Ad Insertion product to drive our offering, we can harness both the power of premium live sport and now addressable capabilities. This combination delivers a broadcast quality experience for both our DAZN customers and of course for our advertising partners”.
The evolution of the in-house media department will be led by Haruka Gruber, a long-term member of DAZN’s management team, who has been appointed as the new VP Media for Germany, Austria and Switzerland. He will be responsible for all advertising activities as well as brand and media partnerships.
Gruber said: “The time is now. 2021 will be a ground-breaking year for DAZN and with the new tech stack and the in-house setup we are perfectly equipped for the future. We can’t wait to offer to agencies, brands and betting partners the most exciting and innovative advertising opportunities in sports media including our premium football rights highlighted by Bundesliga and the UEFA Champions League”.
Justin Gupta, head of broadcast partnerships, UK & Ireland, Google, added: “We are hugely excited to be partnering with DAZN and integrating Google Ad Manager’s Dynamic Ad Insertion solution. The partnership will lead the industry through seamlessly delivering addressable and measurable TV ads across DAZN’s huge number of broadcast events, unlocking new capabilities for advertisers whilst ensuring a great user experience”.
