New creative controls are being introduced for video ads that allow advertisers to dictate where their videos appear across Google’s various ad formats for Demand Gen campaigns. They have been released in beta.
Why we care Assigning video assets to specific formats (for example, in-stream, in-feed or shorts) gives marketers more control over amplifying their brand’s narrative. It allows advertisers to select the best format for their brand.
How it works. With flexible ad format preferences, you can anchor video assets to one of three ad formats:
In-stream: The video plays before, during, or after other videos. Can be skipped after 5 seconds. In-feed: Appears in YouTube home/search channels, Google Discover and Gmail. Short Courses: YouTube’s short-form video channel. Users can skip at any time.
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To set preferences:
Create or edit a Demand Gen video ad and add your videos. Turn on “set ad format preferences”. Use “prefer on” to select formats for each video. Assign at least one video per format or have one for all formats. Complete ad settings (logos, text, URL, etc.). Preview the ad filtered by format.
Best Practices for ad format preferences:
Make sure resources meet format requirements. Use segmentation reports to analyze performance by format. Optimize winning creatives for each placement.
first discovered This new feature was first flagged by Senior Performance Marketing Manager and Google Ads Expert. Tomas Eccel.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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