Google is rolling out a new round of Demand Gen updates aimed at helping advertisers improve creative performance, reach more customers across YouTube and better measure campaign results.
Demand Gen campaigns are designed to drive discovery and conversions across Google’s visual surfaces. The latest updates focus on reducing creative friction while giving advertisers more insight into what’s working.
Google says the enhancements come as YouTube continues to prove its value for customer acquisition, citing research from Measured showing that 72% of incremental conversions on YouTube come from new customers.
What’s new. Demand Gen campaigns will soon support expanded video resizing capabilities, allowing advertisers to automatically transform creative between additional aspect ratios, including vertical-to-square, vertical-to-landscape and square-to-landscape.
The update is intended to make it easier to adapt existing creative for different YouTube placements without producing multiple versions manually.
Why we care. Expanded video resizing helps existing creative fit more YouTube placements, Gemini offers AI-powered recommendations to optimize assets before launch, and new web-to-app measurement gives marketers a clearer picture of how Demand Gen campaigns drive app installs and overall return on ad spend.
Gemini joins the creative workflow. Google is also bringing Gemini-powered recommendations directly into Demand Gen campaign creation.
When advertisers select image and video assets, Gemini will provide automated suggestions on how to optimize creative for YouTube, helping marketers improve asset selection before campaigns go live.
Better app measurement. Demand Gen now includes Web to App Acquisition Measurement, allowing advertisers to measure when web campaigns lead users to install an app.
The new reporting provides a more complete view of campaign performance by attributing app installs generated through Demand Gen campaigns, helping advertisers better understand the full impact of their media spend.
The bottom line. Google’s latest Demand Gen updates combine AI-powered creative guidance, more flexible video optimization and expanded measurement capabilities to help advertisers improve campaign performance while gaining clearer visibility into customer acquisition.
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