May 5th wasn't just another Monday here at NC – it was a deep dive into the future of television, all from the comfort of our HQ office! Our team virtually attended Google NewFront, and while we might have missed the in-person buzz, the insights shared were nothing short of electrifying. 

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For NC, Google NewFront validated our continued focus on Connected TV (CTV). We firmly believe that CTV is no longer just a platform for streaming your favorite shows. It's a dynamic arena where consumers seamlessly transition between live events, engaging podcasts, and bite-sized video content – all on that big screen. This evolving behavior demands a sophisticated approach, one that allows us to maintain meaningful connections with audiences while ensuring accountability and driving profitable growth for our partners.

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The key takeaway from Google's presentation? It's time to rethink CTV beyond just streaming. And Google announced that Display & Video 360 is stepping up to lead the charge.

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Here’s a snapshot of the exciting announcements that resonated deeply with NC’s core values:

• Meeting Audiences Where They Truly Are: Display & Video 360 now reaches a staggering 98% of CTV households, boasting the largest watch-time inventory of any DSP. This expansion includes enhanced integrations with premium partners like Netflix (now in EMEA with Google Affinity Audiences!), Tubi, and Spotify, alongside access to the highly engaged gaming community on Roblox. This aligns perfectly with our commitment to connecting our partners with their audiences across every relevant touchpoint.
• Unlocking the Power of Live: The integration of live inventory, including major events like the NFL Sunday Ticket on YouTube, and partnerships with giants like NBCUniversal and Disney, opens up exciting new avenues to capture audience attention during those must-see moments. This is crucial for building impactful brand experiences.
• Turning Viewers into Buyers: Google unveiled a comprehensive commerce and retail media solution within Display & Video 360. This ecosystem connects commercial intent with purchase opportunities across a diverse range of partners, allowing for powerful audience segmentation, enhanced ROI, and end-to-end sales insights, even extending to YouTube. This directly supports our focus on driving measurable and profitable growth for our partners.
• The AI Advantage: The integration of Google AI throughout Display & Video 360 promises a game-changing level of efficiency and effectiveness. From smarter inventory selection based on specific needs ("premium CTV deals for live sports fans") to AI-powered campaign setup and instant reporting ("How many sales did my sports ads bring?"). These tools will empower us to optimize campaigns with unparalleled precision and deliver truly tailored business results.

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For NC, these announcements underscore the importance of our strategic direction. We are committed to leveraging the evolving capabilities of platforms like Display & Video 360 to ensure our partners are not just present but strategically positioned within the CTV landscape. This means:

• Accountability: Utilizing the enhanced measurement and reporting tools to provide clear and demonstrable ROI.
• Meaningful Connections: Leveraging the expanded inventory and audience targeting to build authentic engagements with the right viewers.
• Profitable Growth: Driving efficiencies through programmatic advancements and maximizing conversion opportunities with the new commerce solutions.
• Micro-Testing: Embracing the AI-powered insights to continuously test and refine strategies for optimal performance.

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The future of TV is here, and it's interactive, dynamic, and measurable. Our virtual trip to Google NewFront reinforced our excitement and commitment to navigating this evolving landscape, armed with the latest tools and a continued focus on delivering exceptional results for our partners. 

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Stay tuned as we continue to explore these exciting new opportunities and translate them into tangible success for your brand!

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