Google took center stage at the IAB NewFronts in New York City, introducing advertisers to its evolving streaming ad offerings.
The big idea: With streaming continuing to fragment audiences across multiple platforms and services, advertising giants are competing to offer marketers unified solutions to reach these viewers.
Why we care: This new way of doing programmatic will allow advertisers to manage video campaigns much faster through an already familiar platform.
Game Status: Google unveiled a plan to “rethink programmatic TV” by having advertisers centralize their streaming ad buys through its web-centric on-demand platform, Display & Video 360 (DV360).
The company touted the DV360’s ability to unite fragmented streaming inventory sources, reaching 92 percent of connected TV homes in the US, according to Sean Downey, Google’s president of Americas and global partners.
In a cited case study, SAP used DV360 to reach 29 million unique viewers, with 5.6 million incremental.
Between the lines: Google is replicating its strategy of using YouTube as a core engine for ad sales through streaming TV, leveraging DV360’s direct access to the platform’s dominant audience.
DV360 also incorporates third-party inventory such as Disney’s streaming ad supply through a new partnership.
Google is adding new measurement capabilities, such as cross-device conversion reporting for Connected TV campaigns.
Bottom line: The connected TV advertising market is rapidly evolving and highly fragmented. Google bets as a unified solution, but it remains an open field.
Google Ad. Display & Video 360 updates from Google NewFront
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