More options are available for visually immersive ad formats to drive consumer demand and conversions on your YouTube, Discover and Gmail properties, Google announced today at Google Marketing Live 2024.
Driving the news. Key updates include:
Expanding Demand Gen video ad campaigns to reach up to 3 billion monthly users in YouTube, Discover and Gmail inboxes. Launch of new YouTube Shorts ad formats, including vertical videos, stickers, and auto-generated animated image ads.
The general picture. With over 2 billion YouTube Shorts viewers logged in per month, Google is leaning heavily towards short-form video as a vehicle to capture 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 larger engagement properties.
Privacy changes. With privacy changes limiting data for ad targeting and measurement, brand-focused display ads could become an increasingly important counterweight to Google’s massive ad business.
Why we care Advertisers will like the variety that YouTube offers to better engage with the types of consumers that appear there.
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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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