Integrated into Google Ads, Demand Gen enables advertisers to create visually immersive campaigns across YouTube, Discover, and Gmail, leveraging AI-driven optimizations to enhance performance.
The latest updates introduce greater flexibility and creative tools, giving advertisers more control over where and how their ads appear. Here’s what’s new in Demand Gen:
Control over placement
Advertisers can now choose specific placements for their ads—whether on YouTube, YouTube Shorts, Discover, or Gmail—allowing for more precise targeting. Google is also expanding Demand Gen’s reach by integrating its Display Network, covering over 90 percent of the global internet population.
Enhanced creative capabilities
Recognizing the importance of dynamic content, Demand Gen introduces 9:16 vertical image ads optimized for YouTube Shorts, providing a full-screen, mobile-first experience. It is likewise rolling out automated video shortening tools, making it easier for advertisers to adapt content for different formats. Additionally, advertisers can now share ad previews externally, streamlining the review and approval process.
Seamless shopping experience
Google is enhancing retail-focused advertising with product feeds for businesses using Google Merchant Center. Shoppers can now browse product details directly from ads, and new local offer features will display real-time product availability at nearby stores. Omnichannel bidding will further refine ad spend by optimizing for both online purchases and in-store visits.
Better performance insights
Google Ads is introducing new reporting columns to compare Demand Gen campaign results with social media ad performance. Metrics like view-through conversions will offer deeper insights, helping brands optimize budget allocation across multiple platforms.
With these advancements, Google aims to empower advertisers with smarter, AI-driven tools to maximize engagement, sales, and brand visibility in 2025. —Ed: Corrie S. Narisma
