On May 6, 2025, a dedicated event in Athens brought together leading professionals from the marketing industry, agencies, and digital experts. The event was dedicated to Admixer Advertising‘s expansion into the Greek market, where it is an official Google Marketing Platform Sales Partner and a Google Cloud Partner with a local office in Greece. Experts from Admixer Advertising, along with Google representatives, introduced the capabilities of the Google Marketing Platform and demonstrated how modern digital tools can help solve real business challenges. The discussions focused on data, automation, and the role of artificial intelligence, and how these technologies can be effectively applied to the specific needs of the Greek market.
Admixer Advertising’s partnership with Google and its active engagement in the Greek market open access to advanced marketing technologies. Admixer Advertising is helping local agencies explore key Google Marketing Platform (GMP) solutions, including Display & Video 360, Search Ads 360, Campaign Manager 360, and Google Analytics, as well as Google Cloud solutions like Vertex AI for Marketing. These tools enable precise targeting, end-to-end analytics, campaign automation, and more effective media planning.
Opening the event, Yiannis Pavlakis, CEO of Admixer Advertising Greece, emphasized that the Greek market is on the verge of a significant digital leap — and now is a critical moment to ensure access to global technologies, platforms, and expertise. According to the Digital Macroeconomic Index, Greece ranks among the EU countries with the highest potential for growth in digital maturity. This creates a unique environment for implementing solutions focused on data-driven analytics, automation, and the use of AI solutions.
Between 2018 and 2022, the country’s e-commerce volume grew by 50%, while investments in digital infrastructure reached approximately €8 billion. The public sector is also undergoing transformation, with digital transactions increasing by an impressive 206%.¹
A key focus of the event was the transformative potential of generative AI, which is projected to contribute €10–12 billion to Greece’s GDP in the coming years. While only 4% of companies have begun adopting AI technologies, interest is growing rapidly, and the market is opening up to a new era of intelligent automation.²
At the same time, the structure of advertising investments is shifting. In 2024, digital media spending in Greece surpassed TV for the first time. As Yiannis pointed out, video advertising in particular is expanding rapidly, now accounting for 26.1% of all digital ad spend. With an annual growth rate of 30.2%, Greece ranks among the fastest-growing video markets in Europe. Today, YouTube ads reach over 73.5% of the Greek population — a clear sign of how central video has become in the country’s media landscape.³
From Reach to Results: Strategies Powered by DV360 and Google Analytics 4
This evolution in audience behavior and media consumption was the main focus of the presentation by Spyros Plessas, Programmatic Media Lead at Google. Traditional TV is no longer the dominant medium — audiences are increasingly turning to platforms like YouTube and Connected TV. In Greece, YouTube on Connected TV reaches over 3 million users aged 18+ each month, with 50 minutes of daily watch time — combining reach with high engagement.⁴
In this context, Display & Video 360 (DV360) has become a critical solution for marketers who want to run impactful and measurable campaigns across the video ecosystem.
What makes DV360 especially powerful?
- It enables maximum reach across Connected TV environments thanks to direct access to global premium inventory.
- It allows advertisers to run unified cross-platform campaigns, with frequency control and de-duplication — something that’s nearly impossible with fragmented buying.
- With the help of AI-driven optimization, DV360 supports full-funnel strategies — from awareness to action — using products like Video Reach Campaigns, Video Action, and YouTube Select.
The research from Cornell shows that up to 30% of linear TV ads go unnoticed, often playing in empty rooms. Digital video, by contrast, offers precise audience targeting, measurable impact, and greater cost efficiency.⁵ DV360 doesn’t operate in isolation but as part of the broader Google Marketing Platform ecosystem — working seamlessly with Campaign Manager 360, Search Ads 360, GA, and more. This integration enables a unified approach to data, creatives, and performance. And the numbers back it up: according to BCG, advertisers using Google’s full data-driven stack achieve up to 30% cost savings and a 20% increase in revenue.⁶
Analytics is the starting point of any data-driven marketing strategy. Without it, it’s impossible to build campaigns based on real insights, understand user behavior, measure effectiveness, or identify growth opportunities. That’s exactly the role Google Analytics 4 plays today — not just a reporting tool, but a central part of the Google ecosystem, helping marketers make timely and well-informed decisions. Dimitris Terzopoulos, Data & Measurement Solutions Manager for CEE at Google, presented the capabilities of Google Analytics 4 (GA4): the system can automatically detect trends and predict churn, conversions, or repeated purchases. With built-in AI mechanisms, GA4 generates automated insights that previously required manual analysis. This helps teams make faster decisions, respond to changes, and allocate budgets more effectively.
The key challenge for businesses is to learn how to use data to uncover growth opportunities. In this context, GA4 is not just about tracking — it’s about managing performance, investments, and outcomes.
AI in Action: Doing More, Creating Faster
If GA4 helps businesses understand where to go, AI tools accelerate how they get there. This was the central message of the presentation by Oleksandr Tismenetskiy, Product Director GMP & GCP at Admixer Advertising. He showcased how solutions built on Google’s Vertex AI are already helping marketers automate routine tasks, streamline creative production, and enhance the performance of digital campaigns.
Instead of complex integrations and time-consuming production, these are practical, accessible tools that marketers can use directly already. All are powered by Google’s most advanced AI models — Imagen (images), Veo (video), Lyria (audio), and LLMs (text). Oleksandr presented three key products that Admixer Advertising has tailored specifically for marketing needs:
- ViGenAir: Scalable video and creative automation. Transforms long-form videos into short clips, banners, and text-based ads for DV360, Google Ads, and social platforms. Supports all formats and scene-level editing with AI prompts.
- BackgroundR: One-click banner background replacement. AI-powered tool for quickly adapting creatives to different audiences, seasons, or campaign themes, supporting bulk processing.
- FeedGen: Intelligent product feed enhancement. Optimizes titles and descriptions, auto-fills missing attributes, and requires no developer involvement, all through a user-friendly interface.
Google Vertex AI solutions give marketers greater autonomy and speed. They enable rapid creative testing, personalized adaptation, and faster time-to-market — all while seamlessly integrating with the Google ecosystem, including DV360, Google Ads, and Merchant Center.
From Strategy to Execution
The final session, moderated by Evelina Founti (Admixer Advertising Greece), featured a case study presented by Katerina Asimakopoulou (Relevance) and Efstathia Pasiali (Novibet). They showcased the results of a joint campaign — a practical example of how GMP tools help address real business challenges, from reaching hard-to-access audiences to applying data-driven video strategies.
Novibet, one of the leading brands in the online gaming sector, was facing a common challenge: how to reach light TV viewers — audiences who are becoming harder to reach through traditional linear television. As TV campaigns became less effective, the brand turned to more scalable, digital-first solutions. In collaboration with Relevance, the team launched a campaign using DV360 and premium Connected TV inventory.
The campaign’s results exceeded expectations. Within just 15 days, unique reach increased by 22% — twice the initial KPI. Over 90% of viewers watched the videos through to completion, and the view-through rate (VTR) was 2.5 times higher than standard digital video benchmarks. According to GA4, user engagement also improved: session duration grew by 2%, while engaged sessions per user increased by 9.4%.
This case illustrates how Google Marketing Platform tools are bringing measurability, control, and strategic depth back into media planning, with full visibility across frequency, reach, and performance.
In addition to the official agenda, the event offered a valuable opportunity for open dialogue between market experts. Attendees exchanged insights, discussed shared challenges, and explored potential areas for collaboration in the field of digital marketing. The event also marked the beginning of a new phase of cooperation between Google, Admixer Advertising, and key players in the Greek market.
In the coming months, the Admixer Advertising team will host a series of educational webinars and one-on-one consultations aimed at helping Greek businesses advance their digital maturity. Agencies and brands can now count on hands-on in-market support and guidance when working with advanced GMP and GCP solutions, tailored to the specific needs of the Greek market.
Ready to get started with Google Marketing Platform? Reach out to Admixer Advertising greece@admixeradvertising.com for tailored guidance, strategic support, and full access to the tools that drive results.
Sources:
1.Eurostat; Greek Ministry of Digital Governance; SEV – Hellenic Federation of Enterprises
2.Digital Economy and Society Index (DESI), European Commission
3.IAB Adex Benchmark Study and Statista Market Outlook Greece
4.DV360 Planning Tool, Admixer Advertising analysis
5.Cornell University. Nearly a third of TV ads play to empty rooms. Cornell Chronicle, February 10, 2022
6.Google. Delivering meaningful moments with data-driven transformation. Research report.
