More options are available for visually immersive ad formats to drive consumer demand and conversions across its YouTube, Discover and Gmail properties, Google announced today at Google Marketing Live 2024.
Driving the news. Key updates include:
- Expansion of Demand Gen video ad campaigns to reach up to 3 billion users monthly across YouTube, Discover and Gmail inboxes.
- Launch of new YouTube Shorts ad formats like vertical videos, stickers and automatically generated animated image ads.
The big picture. With over 2 billion logged-in YouTube Shorts viewers per month, Google is heavily leaning into short-form video as a vehicle for grabbing consumer attention and demand.
The backdrop. Google introduced Demand Gen campaigns last year as a revamp of its video ads designed to drive “demand and conversions” across its largest engagement properties.
Privacy shifts. With privacy shifts limiting data for ad targeting and measurement, brand-focused visual ads could become an increasingly important counterweight for Google’s massive ads business.
Why we care. Advertisers will like the variety being provided for YouTube to better engage with the types of consumers that show up on there.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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