Google is launching new features for the Demand Gen campaign, designed to provide advertisers with more control, deeper insights, and improved creative capabilities, particularly on YouTube and other visual platforms, and all powered by AI.
This was announced in a blog post by Nicky Rettke, vice president, Product Management, YouTube Ads.
She reiterated that to stay relevant, brands need to show up when and where it matters most to their audience.
“YouTube, for instance, fosters deeper connections than traditional social media. In fact, Gen Z viewers rank YouTube #1 when it comes to feeling like they’re doing something quality with their time, and 61% of Gen Zs agree they feel closer to creators they watch on YouTube than on other platforms.
“This translates into strong results: a Nielsen analysis found that YouTube delivers 2.3x higher long-term ROAS than paid social.
Demand Gen
In 2023, Google launched Demand Gen campaigns to help businesses build deeper engagements with potential customers and boost online sales and leads.
Demand Gen helps advertisers create and convert demand on YouTube and Google’s most visual, immersive surfaces when consumers aren’t searching for you.
It offers AI-powered features with flexible controls to connect your business with the right customers wherever they are in their buying journeys.
“Today, we’re introducing new ways to help you enhance your Demand Gen campaigns — including expanded controls to customize campaigns for specific channels, new creative enhancements, and richer product and in-store details in your ads. We’ll also share an update on the upgrade timeline to transition your Video Action Campaigns to Demand Gen”, Rettke said.
Control where your ads appear
“We’ve heard from many of you that flexible controls are crucial for AI-powered campaign optimization. Building on the success of creative preferences and an early experiment, we’re expanding channel controls to all available ad surfaces in Demand Gen globally starting in March. With channel controls rolling out as a beta to everyone, you’ll be able to precisely choose where your ads appear across YouTube, Discover and Gmail — including the ability to tailor your Demand Gen campaigns to serve specifically on YouTube Shorts.
“Additionally, we’re adding Google Display inventory to Demand Gen to help you stay top-of-mind with more customers wherever they are browsing content — reaching over 90% of the global internet population across more than 3 million sites and apps”, she added.
To maximize reach, Google encourages all advertisers to take advantage of the full inventory in Demand Gen to fluidly optimize across channels. Learn more about the benefits of cross-channel optimization here.
Multiply your creative impact
Compelling creatives fuel successful campaigns. This requires a strong variety of assets that meet the specifications of different inventory and formats so you can show up when it matters — and that resonate with the diverse needs and interests of your customers.
To help you craft stronger ad creatives, Google is introducing more ways to tailor your assets to different screens and formats:
- Demand Gen offers various video and image formats to help you craft unique brand stories on YouTube. Starting in late February you can also run 9:16 vertical image adson Shorts to create a more immersive, full-screen experience.
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