Google has announced plans to phase out its existing Video Action Campaigns in favor of the new Demand Gen campaign type, a shift that is set to begin in the second quarter of 2025. This change represents a significant evolution in the way advertisers will approach their digital campaigns, as the new format is designed to streamline the process by allowing the use of both video and image ads within a single campaign. Furthermore, the Demand Gen campaigns will expand ad placements beyond YouTube to include Google Discover and Gmail, offering advertisers a broader range of platforms to reach their target audiences.
Improved Audience Targeting and Performance Metrics
One of the key advantages of the new Demand Gen campaigns is the enhanced audience targeting capabilities. Google’s Vice President and General Manager of Social, Local, and Vertical Ads, Michael Levinson, highlighted that this new campaign type would leverage lookalike segments for more precise audience targeting. This means advertisers can better identify and reach users who are likely to convert based on similarities to existing customers. Additionally, early data has shown that campaigns utilizing a combination of video and image assets result in higher conversion rates. Enhanced performance metrics will provide advertisers with more detailed insights, allowing for more informed decision-making and optimized campaign performance.
Transition Timeline and Support for Advertisers
Google has officially announced its plan to phase out the current Video Action Campaigns, replacing them with the new Demand Gen campaign type. This transition will commence in the second quarter of 2025, marking a significant change in how advertisers will shape their digital strategies. The new format aims to simplify campaign management by integrating both video and image ads within a single campaign. In addition, Demand Gen campaigns will extend ad placement beyond just YouTube to incorporate Google Discover and Gmail. This broadened scope will provide advertisers with a more expansive array of platforms to reach their target audiences, enhancing their ability to connect with consumers in varied digital environments. Consequently, this shift is expected to offer advertisers more versatility and reach, thus potentially improving campaign performance. By enabling ads to appear across multiple Google properties, Demand Gen campaigns could significantly amplify brand visibility and engagement, making this a pivotal development in digital advertising.
