Google has rolled out new AI-driven ad tech offerings focused on what the tech company has identified as the four key behaviors of consumers: streaming, scrolling, searching and shopping. Executives highlighted the new products Monday during a presentation at Pier 57, kicking off the annual series of NewFronts pitches to digital advertisers across New York […]Google has rolled out new AI-driven ad tech offerings focused on what the tech company has identified as the four key behaviors of consumers: streaming, scrolling, searching and shopping. Executives highlighted the new products Monday during a presentation at Pier 57, kicking off the annual series of NewFronts pitches to digital advertisers across New York
Google has rolled out new AI-driven ad tech offerings focused on what the tech company has identified as the four key behaviors of consumers: streaming, scrolling, searching and shopping.
Executives highlighted the new products Monday during a presentation at Pier 57, kicking off the annual series of NewFronts pitches to digital advertisers across New York City.
“Consumers can now live in an infinite sphere of human curiosity, where they can seamlessly and simultaneously” engage in the “four s’s,” said Kristen O’Hara, VP of Agency, Platforms & Client Solutions at Google.
The exec, who is a former CMO at Warner Bros. opened the presentation by describing a recent manifestation of consumer behavior in her own home. When YouTube livestreamed Coachella last month, O’Hara said her college-age daughter and her friends watched Lady Gaga and Post Malone performing and began scrolling and searching for items of clothing worn onstage. Technology in Google’s Pixel cameras also enabled products to appear on a phone when it was pointed at a TV screen.
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The four key behaviors “exacerbate what we’re already been seeing as tons of media fragmentation, and it’s bringing the collapse of the traditional marketing funnel,” O’Hara said. “Now, every consumer journey is as if it’s a unique signature for every person, every time.”
In response to that changing environment, Google is adding generative AI tools to its Display & Video 360 demand-side platform. The new options build on Google’s existing “audience persona” feature.
One of the new initiatives is a new commerce and retail solution announced in partnership with Regal Cinemas as well as Costco, Intuit and Kinective Media by United Airlines. The other component is bringing retail media to YouTube, which will enrich the insights marketers can see about the most-watched streaming platform.
DV360 also now offers live TV inventory, which Google sees as appealing to a wide range of advertisers looking to get more of a foothold on NBA and NFL telecasts as well as other live events.
Throughout the nearly hour-long NewFront, Google highlighted a number of key partnerships with media and entertainment companies, shouting out Tubi, NBCUniversal, Disney, Paramount, Spotify, Warner Bros. and Roblox.
Prior to the main presentation, Kristen O’Hara, VP of Agency, Platforms & Client Solutions at Google, moderated a panel about changes in the video ecosystem. She was joined onstage by Katie Klein, Chief Investment Officer of Omnicom U.S.; Derek Rodenhausen, Managing Director & Partner at Boston Consulting Group; and YouTube creator Gohar Khan, of the channel Gohar’s Guide.
Asked for a brief takes on AI in the 20-minute conversation, Klein said the technology is clearly having an impact. But when helping advertisers implement it, she said, “You have to be specific and structured in the way you approach it.”
Gohar said the “para-social relationship” between viewer and creator is “the most important currency for any creator. … That’s the direction that we’re heading in.”
This year’s NewFronts will have a double dose of Google and YouTube. On Thursday, YouTube will convene a creator-focused presentation. The two NewFronts are the lead-up to Brandcast, YouTube’s main annual pitch to ad buyers, which is set for May 14.
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