This year’s Google NewFront was a bold call to action: Rethink CTV. With Connected TV (CTV) continuing to redefine how audiences engage with video, Google showcased its leadership in reach, performance, and innovation—reminding advertisers why Display & Video 360 (DV360) remains a critical piece of the modern media mix.
Here’s what stood out from the stage:
Total Access, Unmatched Reach
Kristen O’Hara, Google’s VP of Agency Platforms & Client Solutions, kicked off with a powerful message: DV360 now reaches 98% of CTV households in the U.S. With inventory spanning platforms like Netflix, Disney+, Hulu, Max, Peacock, and even Roblox and Spotify, advertisers have unprecedented access to premium, brand-safe content.
CTV Has Officially Taken Over the Living Room
Google dropped a game-changing stat: more people in the U.S. now watch YouTube on their TV than on mobile. This shift underscores the importance of creative tailored for the big screen—and the necessity of rethinking your video strategy accordingly.
Performance That Delivers
Unified video buys on DV360 are not just convenient—they’re profitable. Google shared new data showing 120% higher ROAS than third-party video bought directly. For advertisers focused on efficiency and scale, this is a compelling reason to consolidate media through DV360.
5 Billion Hours—and Counting
Each month, U.S. viewers log 5 billion hours of ad-supported watch time via Google’s video inventory. This total outpaces The Trade Desk and Amazon DSP, making a strong case for Google's dominance in the AVOD ecosystem.
What This Means for Advertisers
The message from NewFront was clear: CTV is no longer a complement to your media plan, it’s the cornerstone. With the lines between traditional TV and digital video blurring, brands must prioritize:
- CTV-first creative: Build for immersive, high-quality viewing on the big screen.
- Unified measurement: Leverage DV360 to assess performance across platforms with clarity.
- Flexible buying: Tap into a broad spectrum of inventory via a single, streamlined platform.
AI-Powered Assistance and Reporting
DV360 introduces an AI-driven assistant capable of responding to queries like "Show me under-pacing line items" or "How many sales did my sports ads bring?" This feature aids in real-time campaign optimization and generates instant, actionable reports. blog.google
Final Thought:
If you're still treating CTV as an experimental line item, it’s time to rethink. Google’s NewFront clarified that CTV is mainstream, measurable, and mission-critical.