Google has announced the integration of Demand Gen campaigns into Display & Video 360 (DV360), set to launch in October 2024. This update aims to provide advertisers with new features and expanded capabilities.
Key Features of Demand Gen in DV360
Expanded Reach: Advertisers can engage with users across YouTube, Discover, and Gmail.
Multi-Format Ads: The ability to run both video and image ads within a single line item.
Audience Targeting: Introduction of lookalike segments to reach audiences similar to existing brand followers.
Performance Insights
Google reports that advertisers who used both video and image assets in Google Ads Demand Gen campaigns saw 20% more conversions at the same cost per action compared to those using only video assets.
Transition from Video Action Campaigns
- In early 2025, DV360 will transition from YouTube & partners video action line items to Demand Gen line items.
- Demand Gen will incorporate features from existing video action line items, including Floodlight optimization & reporting and third-party verification with YouTube brand safety partners.
Timeline
- October 2024: Demand Gen becomes available in DV360
- March 2025: Creation of new YouTube video action line items in DV360 will no longer be possible
Recommendations
Google advises advertisers to familiarize themselves with Demand Gen line items before the transition in 2025.
This update represents a shift in Google's advertising offerings within DV360, aiming to provide advertisers with more integrated campaign management options across multiple platforms.
