Google has announced new capabilities for its Demand Gen advertising campaigns on YouTube, including additional video resizing options, Gemini-powered creative recommendations and expanded app acquisition measurement.
The updates are aimed at helping advertisers optimise campaign performance across different formats and devices.
According to Google, data from measurement platform Measured shows that 72% of incremental conversions on YouTube come from new customers.
As part of the update, Demand Gen will support additional video aspect ratio transformations, including:
Vertical-to-squareVertical-to-landscapeSquare-to-landscape
The feature is designed to help advertisers adapt creative assets for different screen formats without producing separate versions.
Google is also introducing Gemini-powered creative insights for Demand Gen campaigns. When advertisers select image and video assets, Gemini will provide automated recommendations on how to optimise creative for YouTube.
The company has also expanded Demand Gen’s measurement capabilities with Web to App Acquisition Measurement. The feature enables advertisers to track how Demand Gen campaigns contribute to acquiring new app users through app installs, providing a broader view of campaign performance across web and app journeys.