Google and YouTube have introduced new ad solutions,  Demand Gen and Video View, powered by AI to enhance advertisers’ creativity and generate increased interest.

Demand Gen and Video View leverage Google AI to facilitate consumer engagement and drive demand throughout the purchasing process.

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Demand Gen 

Demand Gen enables advertisers to generate responses across YouTube and Google. These campaigns cater specifically to the needs of social marketers, as research indicates that 91% of consumers take immediate action upon discovering new products or brands on Google feeds, such as Discover or Gmail. To reach a wide audience, Demand Gen integrates high-performing video and image assets into YouTube, YouTube Shorts, Discover, and Gmail.

To simplify the process, Demand Gen also introduces a user-friendly construction flow, allowing advertisers to seamlessly import their most successful image and video assets into Google Ads. This enables them to preview the appearance of their ads before they go live.

Furthermore, advertisers can enhance the effectiveness of these campaigns by pairing tailored creatives with newly introduced lookalike segments based on their audience lists. By optimising for conversions and utilising maximise clicks bidding, advertisers can create highly relevant campaigns aligned with their objectives, driving the desired actions at opportune moments. For instance, they can offer existing customers a discount on a new product line to encourage conversions or entice new audiences with special offers to join their brand’s subscription program.

Early alpha testers, including marketing agency Arcane, claim to have positive outcomes with Demand Gen, further highlighting its potential for success.

Video View

With Video View campaigns, brands can maximise views across in-stream, in-feed, and now YouTube Shorts, all within a single campaign. In early testing, Video View campaigns have achieved an average of 40% more views compared to in-stream skippable cost-per-view campaigns.

One of the early testers, Samsung Germany, which aimed to engage its target Gen Z audience during the peak holiday season with Video View campaigns, claimed to have found increased views and achieved a 94% incremental reach, all while reducing CPMs and generating best-in-class consideration lift.

Google Banks on Ads for Profits

Google is exploring ways to monetise its AI-powered search engine by generating revenue through AI-written responses to search queries. The search engine is considering incorporating affiliate marketing into its results, suggesting products and marketplace ratings.

However, the AI-generated content is of lower quality and lacks expertise. Google’s new Search Generative Experience (SGE) aims to transform the search engine into a publication that provides its own mini-articles, but experts argue that the AI-generated advice is often outdated and unreliable. 

Despite this, Google sees the new approach as an opportunity for commercial success and a better user experience. There are concerns that Google may eventually allow websites to pay for their content to be generated as answers in search results, potentially compromising the reliability of the information presented.

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