In a significant shift in its advertising product lineup, Google has announced plans to phase out Video Action Campaigns by the second quarter of 2025, making way for the newly introduced Demand Gen campaign type. This transition is aimed at providing advertisers with more comprehensive tools and improved performance metrics. One of the most notable changes coming with Demand Gen is the multi-format approach, which will allow advertisers to incorporate both video and image ads within a single campaign. Additionally, ad placements will expand to include Google Discover and Gmail, thereby increasing the potential audience reach and engagement.
The Demand Gen campaigns will also introduce new audience targeting features such as lookalike segments, which aim to refine targeting through better precision and relevance. Manual upgrade tools will be made available in early 2025, providing advertisers with the opportunity to transition their campaigns at their own pace. New Video Action Campaign creation will be suspended by March 2025, followed by automatic upgrades starting in the second quarter of the year. Advertisers are encouraged to begin experimenting with Demand Gen campaigns ahead of these deadlines to familiarize themselves with the new features and functionalities.
Impact on Advertisers
Google is set to retire its Video Action Campaigns by mid-2025, making room for the innovative Demand Gen campaign type. This shift aims to equip advertisers with enhanced tools and better performance metrics. A standout feature of Demand Gen campaigns is their multi-format capability, enabling the integration of both video and image ads within a single campaign. Moreover, ad placements will extend to include Google Discover and Gmail, offering advertisers broader reach and engagement opportunities.
Demand Gen will also introduce advanced audience targeting options such as lookalike segments, enhancing precision and relevance. Advertisers will be able to utilize manual upgrade tools starting in early 2025, allowing for a smoother transition at their own pace. New Video Action Campaign setups will cease by March 2025, with automatic upgrades beginning in the second quarter. Google advises advertisers to start experimenting with Demand Gen campaigns soon to get acquainted with the new features and functionalities, ensuring they’re prepared for the transition and can leverage the new tools effectively.
