Display & Video 360 tools by Google to Navigate the TV Streaming Boom

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Google is introducing a series of tools in Display and Video 360 that make it easy for digital media buyers to get and secure ad inventory on high-quality streaming content.

As streaming takes centre stage on connected TVs within the absence of live-action, Google is introducing a series of tools in Display and Video 360 that make it easy for digital media buyers to get and secure ad inventory on high-quality streaming content.

People have spent a remarkable amount of time watching connected TV at home over the past few months.  As a result, Display & Video 360’s connected TV available inventory surged by 75 percent in April 2020 from the previous year. This doesn’t include YouTube and YouTube TV, which over 100 million people watch on their TV screens each monthly within the US.  Even now, as stay-at-home restrictions are being lifted, connected TV usage remains well above pre-COVID-19 levels,” Google said.

The disruption of TV upfronts and suspension of live sports are also encouraging advertisers to shift to the more flexible and on-demand ad strategies that connected TV offers.

Google has created a dedicated TV section in the marketplace especially for publishers and inventory that led them to reach TV audiences across devices. This is where the users can find deals for the Disney Media Networks, ABC, Freeform, Hulu, FX, and National Geographic

Available publisher inventory is displayed graphically in order that people can easily discover and negotiate deals.

“Additional filter options allow the users to search by geo or streaming device type to quickly find the proper partner for your campaigns,” informed Google.

People can send requests for proposals (REP) to publishers directly from this dedicated space.

Google also announced that it is making YouTube Select’s dedicated streaming TV lineup available to Display and Video 360 buyers in the US. YouTube watch time on TV screens jumped 80% (year over year) in March, the company said.

As informed by Google they will be rolling out this new interface throughout the next few weeks and they will also be adding national linear TV broadcast and cable in the future.A

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