Google has introduced new advertising solutions powered by artificial intelligence into its Display & Video 360 (DV360) campaign products.
The new tools, announced on Monday during Google’s presentation at the IAB NewFronts, will allow marketers to use the AI-powered solutions to use conversational terms to describe the type of audiences they want to target with their campaigns and posts, then deploy them across different forms of inventory, including audio, free streaming TV and subscription-based video platforms.
Using that information, the new tools then curates recommendations that offer different types of inventories where a marketer’s campaign is likely to perform the best.
The tools come at a time when consumers are moving across different types of media platforms on a daily basis. Those platforms include on-demand podcasts, linear audio like radio, broadcast television and free, ad-supported streaming video.
The situation “exacerbate what we’re already been seeing as tons of media fragmentation, and it’s bringing the collapse of the traditional marketing funnel,” Kristen O’Hara, Google’s Vice President of Agency, Platforms and Client Solutions, said during the presentation. “Now, every consumer journey is as if it’s a unique signature for every person, every time.”
To address this, DV360 now includes new types of ad inventory, including the ability to buy spots across traditional linear TV delivered over streaming. That may help advertisers reach streamers during tent pole events like NFL and NBA games or ongoing news coverage — events that have typically been reserved for large spenders across even larger platforms.
During the event, Google also spotlighted a number of its media and entertainment partners, including Warner Bros Discovery, Paramount Global, the Walt Disney Company, Comcast’s NBC Universal and Fox Corporation’s Tubi. Google is presenting a separate NewFront event for its streaming platform YouTube on Thursday.
