Out with Video Action, In with Demand Gen: How Advertisers Will Benefit

Google is transitioning away from Video Action Campaigns and moving toward something more dynamic, flexible, and powerful: Demand Gen. This new AI-powered ad platform is designed to do one thing really well—keep up with how people interact with ads today.

Think about it: the way we consume content has completely shifted with platforms like TikTok and Instagram Reels. Short, engaging videos now dominate our screens, and Google wants advertisers to capitalize on that trend with Demand Gen.

Why the Change?

Video Action Campaigns were all about getting people to act—clicking a link or visiting a website—but they didn’t quite keep up with the new ways people engage with content. There were also concerns from advertisers about where their ads were showing up, often on sites that didn’t feel quite right. So, Google has pivoted, moving everything under Demand Gen, which solves these issues and offers way more flexibility.

With Demand Gen, Google can now place ads across a variety of formats—whether it's video, images, or even text—depending on where the ad is being served. This means ads are no longer just confined to YouTube; they can show up on Discover, Gmail, and partner sites. The best part? These ads are optimized automatically, so they perform better without advertisers having to constantly tweak them. The platform adapts, just like today’s consumers who quickly shift from scrolling through a YouTube Short to checking their Gmail.

How Demand Gen Adapts to Social Media-Like Behavior

Demand Gen is very much built with social media habits in mind. Just like on Facebook or Instagram, this platform uses advanced machine learning to target people based on their behaviors and preferences. It’s not just about reaching your current audience—it’s about finding new users who behave similarly to your best customers. In other words, Demand Gen identifies patterns in how people interact with your ads and refines its targeting as it learns more, helping you reach the right people faster and more effectively.

And let’s talk about short-form video for a second. This is where Google’s really pushing ahead. YouTube Shorts, their answer to TikTok and Instagram Reels, is integrated right into Demand Gen. Advertisers can now tap into that vertical, feed-based content style that’s so effective at grabbing attention in just a few seconds. As people scroll through Shorts, your ads can seamlessly appear, matching the fast-paced, snackable content that users love.

Why Advertisers Should Pay Attention

So why should advertisers care? First, Demand Gen is all about versatility. It allows you to create ads in multiple formats, ensuring they fit whatever platform or setting the user is in, whether it’s YouTube, Discover, or beyond. This means your ads can adapt to the content, which is exactly what people expect today. No one wants to see a static, boring ad interrupting their quick scroll through short-form videos.

Second, it’s smarter. Demand Gen leverages Google's AI to constantly adjust ad placements, targeting, and even bidding. This means better results without the need for hands-on optimization. And, because it’s all automated, you can focus more on strategy and creativity, while the platform handles the nitty-gritty details.

Lastly, it’s about relevance. The ads placed through Demand Gen aren’t just thrown out there blindly. The platform uses real-time data to target the right people at the right time. Whether it’s figuring out what type of content people are engaging with or identifying who’s most likely to convert, Demand Gen sharpens your audience, making sure your marketing dollars go further.

Moving Forward with Demand Gen

Google’s move to Demand Gen is a big step towards aligning with how people engage with content today. By embracing this platform, advertisers gain the ability to reach audiences on their favorite platforms—especially YouTube Shorts—in a way that feels organic and relevant. The automated, multi-format approach makes it easier for marketers to scale their campaigns, adapt quickly, and see better performance, all while keeping up with rapidly changing consumer habits.

Demand Gen isn’t just another ad tool—it’s the future of digital marketing, built for an audience that moves fast and expects ads to be just as dynamic. Advertisers who adopt this approach will be ahead of the curve, while those who hesitate risk being left behind.