Google is deepening its advertising partnerships with major media companies as it expands its presence in ad-supported streaming.
During a presentation at the NewFronts in New York, Google executives highlighted the company’s collaborations with Hollywood. They announced several partnerships with companies utilizing Google’s Display & Video 360 tools, including Disney, Warner Bros. Discovery, and Paramount Global.
One of the key announcements was Google’s integration into Disney’s Real-time Ad Exchange (DRAX), making Google one of the first partners to do so. Kristen O’Hara, VP of Agency, Platforms & Client Solutions at Google, emphasized in a blog post that the DRAX integration will enable advertisers to target consumers directly through Disney’s streaming platforms, providing them with more meaningful moments, speed, and flexibility.
Advertisers using Google’s DV360 have reportedly seen a 120% higher return on ad spend compared to third-party video bought directly, as well as an 18% higher return on ad spend than on linear TV.
During the event, Pete Chelala, VP of Programmatic Advertising Sales at Paramount, and Jill Steinhauser, SVP of Ad Sales Revenue and Planning at Warner Bros. Discovery, joined O’Hara on stage to discuss their collaborations with Google. Chelala highlighted that Google’s offerings allow advertisers to access Paramount inventory seamlessly, while Steinhauser noted that they enable Max advertisers to programmatically reach audiences at scale, consolidating their media in one place.
NBCUniversal also made an appearance at the Google NewFront, with John Lee, Chief Data Officer at NBCU, discussing the company’s significant transformation as it expands into streaming. Lee mentioned that since the launch of Peacock in 2020, NBCU has heavily invested in its first-party data.
While the event was primarily focused on Google, YouTube was also a major highlight. The video platform has shifted its primary pitch to advertisers from NewFronts week to the main upfront week in mid-May. Throughout the presentation, statistics highlighting the effectiveness of YouTube were shared, such as a 73% increase in YouTube Shorts viewing on connected TVs from January to September 2023. Additionally, two YouTube creators demonstrated live cooking, making cake pops.
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