Big news for advertisers: starting in October 2024, Google is integrating Demand Gen campaigns into its Display & Video 360 (DV360) platform. This update promises to help you reach more people and make your ads even more effective. If you use DV360, now’s the time to get familiar with these changes.
In this post, we’ll discuss the key features of Demand Gen campaigns, why they matter, and how to prepare for the transition.
What Exactly Are Demand Gen Campaigns?
Demand Gen campaigns are designed to give you more flexibility in reaching your target audience. Unlike older campaign types that focus on just one kind of ad, these campaigns let you run both video and image ads within the same campaign.
This matters because people interact with content in different ways. Some love watching videos on YouTube, while others might respond better to an image ad they see in their Gmail inbox or while browsing Discover. Demand Gen makes it easy to reach all these people—without needing multiple campaigns.
Key Features of Demand Gen Campaigns in DV360
Expanded Reach Across Google’s Ecosystem
One of the best parts of Demand Gen campaigns is the huge audience you can reach. With this new option, you can connect with up to 3 billion users across platforms like YouTube, Discover, and Gmail.
This reach gives you more chances to get your ad in front of the right people. Your ad will be there whether someone’s catching a video on YouTube or checking their email on Gmail.
Multi-Format Ads to Boost Engagement
With Demand Gen, you can use video and image ads in a single campaign. Why is this a big deal? Because people engage with different formats in different ways. Some prefer a video on YouTube, while others are more interested in a quick image ad in their Gmail.
For example, a video ad might grab attention, while an image ad could be a gentle reminder. Mixing both formats increases your chances of being noticed.
Better Audience Targeting with Lookalike Segments
Demand Generation campaigns introduce lookalike segments, which are a game-changer for targeting. This feature helps you find people who are similar to your current customers, which is like finding more people who are already interested in your brand.
Think of it this way: if your current audience is likely to buy from you, wouldn’t it be great to find more people like them? That’s exactly what lookalike segments do. They help you improve your targeting and make your campaigns more effective.
Smarter Campaigns with Performance Insights
Here’s some good news: early data shows that campaigns using both video and image ads in Demand Gen saw a 20% increase in conversions compared to campaigns using only video. And guess what? This increase didn’t come with higher costs per action (CPA).
You can get more value from your campaigns and better results without spending more. You’re making the most of your ad budget by combining both formats.
What You Need to Know About the Transition
Google plans to phase out Video Action Campaigns and replace them with Demand Gen campaigns. If you’re currently using Video Action Campaigns, here’s what you need to know.
Transition Timeline
- October 2024: Demand Gen campaigns will be available in DV360.
- March 2025: You won’t be able to create new Video Action Campaigns in DV360 anymore.
- Q2 2025: Any remaining Video Action Campaigns will be automatically upgraded to Demand Gen.
What Happens to Video Action Campaigns?
Starting in 2025, you won’t be able to create new YouTube Video Action line items in DV360. Don’t worry, though—many of the features you’re used to, like Floodlight optimization and third-party verification for brand safety on YouTube, will still be available in Demand Gen.
This change will not only make your campaigns more flexible, but it will also keep your advertising efforts safe and reliable with all the tools you’ve come to trust.
Getting Ready: How Advertisers Can Prepare
With the switch to Demand Gen campaigns happening in early 2025, you’ll want to be prepared. Here’s how to get started:
Start Using Demand Gen Now
Don’t wait until 2025. Start experimenting with Demand Gen campaigns right away. Google recommends that advertisers use these line items to familiarize themselves with the new features. Test out different combinations of video and image ads to see what works best for your audience.
Fine-Tune Your Audience Targeting
Take advantage of the lookalike segments feature as soon as you can. Use your customer data to find more people likely to engage with your brand. The sooner you start using this tool, the better you’ll be at fine-tuning your targeting when Demand Gen fully takes over.
Keep an Eye on Performance
As you try out Demand Gen, make sure you’re keeping track of your performance metrics. Compare how well your video ads and image ads perform when used together. This will give you valuable insights into what’s working best and help you make smarter decisions.
Stay Informed
Google will continue to release updates about the transition to Demand-Gen campaigns. Make sure you’re staying in the loop by following Google Ads announcements and looking for new tools or features that could help improve your campaign performance.
Conclusion: A New Chapter for DV360 Advertisers
The move to Demand Gen campaigns is a big deal for advertisers. With its expanded reach, ability to use multi-format ads, and better targeting features, it’s a significant upgrade for your advertising strategy on DV360.
As we approach 2025, don’t wait to prepare. Start experimenting with Demand Generation campaigns now, work on your targeting, and keep an eye on the latest updates. Doing this will prepare you to hit the ground running during the transition.
Don’t wait. Start exploring Demand Gen campaigns today so you’re ahead of the curve when the switch happens.
