Google Opens NewFronts 2024 with a Far Beyond YouTube Appeal

The Big Message Smart TVminded advertisers and programming ventures alike can realize a boost in viewership sales and revenue from deploying Google39s toolbox of artificial intelligence formats and Display ampamp Video 360 a platform capable of accelerating a variety of functions from programmatic ad sales to audience targeting and measurement Programmers and multichannel bundles engaged with either or both initiatives include NBCUniversal Warner Bros Discovery The Roku Channel Tubi and Pluto TV On the sponsor and agency side the client roster includes Omnicom Media Group Essence Mediacom and Mars39 pet nutrition products quotWe have seen a shift in how people watch what they lovequot explained Sean Downey Google39s President of America and Global Partners referring to the rapid growth of watching content via smart TV sets and devices quotThat shift is reaching a tipping point Just because your viewers are fragmented doesn39t mean your media needs to be AI is only as good as the data you put into it AI will help us reimagine everything we doquotHosts Kristen O39Hara Vice President of Agency Platforms and Client Solutions at Google handled the lion39s share of the presentation She followed Downey and passed the baton to colleagues Adam Stewart Consumer Goods Government and Entertainment Vice President and Bill Reardon Enterprise Platforms General Manager O39Hara demonstrated a knack for engaging the crowd and demonstrating a sense of humor at unexpected momentsWhat Worked Segment after segment explored Display ampamp Video 360 and Google AI39s abilities in understandable detail often with support from client testimonialsWhat Also Worked Wellsynchronized videos and graphics on the wide screen behind the stage as O39Hara other Google officials and their advertiserprogrammer guests served their talking pointsWhat Can Work Here Unscripted executive interviews that illustrate the points without executives using the teleprompter as a crutch for every word they speak Just by being offthecuff and trusting each other with assistance from O39Hara Paramount Global Vice President Pete Chelala and Warner Bros Discovery Senior Vice President Jill Steinhauser crafted a top presentation highlightData Points Display ampamp Video 360 reaches 92 percent of all US smart TV households Viewership of YouTube Shorts via smart TV products increased 75 percent from January to September 2023 Dairy product maker Danone using Display ampamp Video 360 cut its advertising costs 20 percent while increasing the effectiveness of its campaigns 30 percent Mars39 pet product line saved several million dollars off its annual ad budget and pushed ad effectiveness among its target population up 12 percentNews Generative AI will be the backbone of a number of new Display ampamp Video 360 features launching in the months ahead One is quotAudience Personaquot generating a combination of audience demographics that matches an advertiser or programmer39s goals Also IAB39s technology lab will collaborate with Google on Publisher Advertiser Identity Reconciliation PAIR an initiative that provides a privacyfocused way to secure and reconcile firstparty dataBonus Points Two easily come to mind a prepresentation breakfast spread with chicken sausage vegan apple cinnamon and banana muffins among the delicacies and YouTube foodie celebrities Andrew Lee and Lisa Nguyen making cake pops on stage with every member of the audience getting their own pop to pop open and devourParting Words quotCreator content can drive viewership and relevance at scale Creators are the nextgeneration studios of Hollywoodquot David Cohen IAB Chief Executive OfficerquotHere39s another idea turn marketing from a cost center to a growth driverquot Google President America and Global Partners Sean DowneyquotMarketing is at an inflection point Getting through it starts with partnerships not only with us but with anyone you deal withquot Kristen O39Hara Google Vice President Agency Platforms and Client SolutionsquotI39m binging Survivor Been around for 100 years and still greatquot Warner Bros Discovery Senior Vice President Jill SteinhauserquotPeople like watching cooking fail Very entertaining Consumers like a break from videos that are too perfect and polished That makes me feel better about my failsquot YouTube personality Lisa NguyenquotIt39s time to unlock the essential potential of AI The opportunity is unparalleled Make it growquot Bill Reardon Google39s General Manager of Enterprise PlatformsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Google Opens NewFronts 2024 with a Far Beyond YouTube Appeal

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