Google’s ads are reaching consumers “across every touchpoint” — including live sports

YouTube used its NewFronts pitch to highlight some improvements to its creator partnerships hub, but that’s not the only Google-owned marketing service getting a glow-up. The tech giant is also improving its campaign management solution, Display and Video 360. The goal is to let advertisers target a variety of formats — including live sports.

Stop me if you’ve heard this one before: Many of Google’s latest ad enhancements utilize AI. Gemini will provide automated assistance to campaign managers by curating media packages.

The streamlined campaigns can then be pushed across multiple marketing channels. Google reported that advertisers who added an extra Google marketing platform product to their mix saw a 76% lift in return on ad spend. “Only Google Marketing Platform has the inventory to connect with customers as they stream, scroll, search and shop, so you can reach them across every touchpoint in their journey,” reads a blog post.

One touchpoint receiving increased attention is live sports. As YouTube adds more sports broadcasts to its portfolio, its parent company is helping advertisers buy into those streams. A product previewed during the Winter Olympics

offers biddable buys on live sports, and brands can then re-engage with consumers as they watch highlights on YouTube Shorts.

Google is also considering connected TV traffic and retail impact in other ways. Confidential Publisher Match brings added controls and tracking to CTV buys, and Kroger is providing similar measurement tools across Display & Video 360. Kroger Precision Marketing will show marketers how their activity on platforms like YouTube translates to retail activity.

“This really changes how brands think about YouTube and its direct impact on sales. Now, advertisers can reach Kroger shoppers on the most-watched video platform in the world – and measure how their spend drives sales at the SKU level,” said Kroger Group VP of Commercial Strategy & Operations Christine Foster in a statement. “The reach is massive, the ability to unify once-siloed efforts is profound, and the opportunity to connect with shoppers across the full customer journey has never been better.”

Google’s overall message is clear. Brands that want the massive reach Foster speaks of need to be active across formats, and Google is the corporation that’s best equipped to power that multi-platform approach.