YouTube expands Demand Gen to boost big-screen shopping

Consumers are twice as likely to use YouTube as other social media platforms to research products and brands, according to Google research. At the same time, more consumers are streaming YouTube content on big-screen televisions rather than smartphones. This shift has introduced friction, making it more difficult to move viewers from a YouTube ad to a completed purchase.

To address that challenge, YouTube has officially launched Demand Gen, a new suite of features designed to help businesses reach new customers, increase engagement, and more seamlessly merge entertainment with transactions.

Demand Gen’s integration with Shoppable CTV aims to eliminate that friction and create a smoother shopping experience. Through Shoppable CTV, consumers can browse and purchase products directly from the television screens while watching YouTube ads. Google found that Demand Gen campaigns that use TV screens achieve a 7% increase in conversion while maintaining the same return on investment.  

Another notable feature is Attributed Branded Searches, which provides insights into the volume of branded searches generated by Demand Gen campaigns on YouTube and Google. This allows business owners to gain deeper visibility into campaign performance and better optimize their advertising strategies for reach and effectiveness.

For small businesses in the hospitality industry, Demand Gen also introduces Travel Feeds. This feature allows advertisers to display hotel availability, pricing, and ratings through dynamic video ads. By streamlining the booking process, hotels can drive stronger engagement and accelerate customer conversions.

Early adopters of the platform can gain a competitive edge by leveraging Demand Gen’s features to enhance customer experiences and drive sales outcomes. As the rollout continues, the launch underscores how quickly digital marketing is evolving and why small businesses must adapt to keep pace.