Google is launching 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 improve acquisition and conversion across all of Google’s physical locations. Recent updates focus on reducing creative friction while giving marketers more insight into what works.
Google says the improvements come as YouTube continues to prove its value in customer acquisition, citing research from Measured that shows 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 resize creative between additional aspect ratios, including vertical-to-square, portrait-to-landscape and square-to-landscape.
The update is intended to make it easier to modify existing artwork for different YouTube placements without manually generating multiple versions.
Why do we care. Expanded video resizing helps existing creative fit more YouTube placements, Gemini provides AI-powered recommendations to optimize assets before launch, and new web-to-programmatic measurement gives advertisers a clearer picture of how Demand Gen campaigns are driving app installs and overall return on ad spend.
Gemini joins the flow of creative work. Google also brings Gemini-powered recommendations directly to Demand Gen campaign creation.
When advertisers select image and video assets, Gemini will provide automated suggestions on how to improve YouTube creative, helping advertisers optimize asset selection before campaigns go live.
Better app rating. Demand Gen now includes Web to App Acquisition Measurement, which allows marketers to measure when web campaigns lead users to install an app.
The new reporting provides a more complete view of campaign performance by highlighting the app impressions generated by Demand Gen campaigns, helping advertisers better understand the full impact of their media spend.
An important point. Google’s latest Demand Gen updates include AI-powered creative guidance, adaptive video optimization and expanded measurement capabilities to help marketers improve campaign performance while gaining clearer visibility into customer acquisition.
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