Google is once again making waves in the advertising world, this time with its innovative methods for engaging with streaming viewers. At the recent IAB NewFronts event in New York City, Google took center stage to pitch advertisers on their evolving streaming ad offerings. With the rise of streaming services and platforms, ad giants are competing to offer marketers unified solutions for reaching viewers across these fragmented channels.
What sets Google apart is their plan to “rethink programmatic TV” by having advertisers centralize their streaming ad buys through their web-focused demand-side platform, Display & Video 360 (DV360). This platform allows advertisers to manage video campaigns more quickly and efficiently, leveraging Google’s extensive reach and familiarity. According to Sean Downey, Google’s president of Americas and global partners, DV360 has the ability to stitch together fragmented streaming inventory sources, reaching an impressive 92% of U.S. connected TV households.
One notable case study cited by Google is SAP’s use of DV360, which enabled them to reach 29 million unique viewers, with 5.6 million incremental views. This showcases the potential impact and effectiveness of Google’s unified solution for streaming ad campaigns. Google is also leveraging its dominant viewership on YouTube by using DV360 as a driver for ad sales across streaming TV. Additionally, third-party inventory like Disney’s streaming ad supply is now accessible through a new partnership with DV360.
Google is not only focusing on centralizing ad buys, but also on providing enhanced measurement capabilities. They are adding new features like cross-device conversion reporting for connected TV campaigns, enabling advertisers to gain deeper insights into their campaign performance.
The connected TV ad market is rapidly evolving and highly fragmented, making it an exciting yet challenging landscape for advertisers. Google’s introduction of innovative methods for engaging with streaming viewers positions them as a unified solution in this wide-open field. However, they will face stiff competition from other industry giants also vying for a piece of the pie.
In conclusion, Google is revolutionizing the way advertisers engage with streaming viewers by offering a centralized platform for managing video campaigns. With their extensive reach and partnerships, they are poised to become a dominant player in the connected TV ad market. Advertisers now have the opportunity to leverage Google’s innovative methods and measurement capabilities to reach their target audience more effectively in the ever-changing world of streaming.
