Back in May of this year, Google sparked interest and curiosity among many marketers with the announcement of a new campaign format. Now it is finally possible to apply for the beta of the new campaign type "Demand Gen" (short for Demand Generation) and thus find out what is really behind the statistics that Google has provided for the new format:
Growing importance of video: More than 50% of consumers colombia phone number list watch a video before buying
Growing complexity: One in three consumers spends more time in the decision-making process and considers a growing number of brands
Jump: 48% of consumers switch providers for a better deal
The likelihood of a purchase is three times higher if a brand is considered early in the purchase process
High reach: Together, Google platforms have a reach of more than 3 billion users
According to Google, all of these are arguments in favor of addressing customers early in the customer journey in the Discover Feed, on YouTube or in Gmail . Because that is exactly what should be possible from now on, with the Demand Gen campaigns mentioned above. However, Google Discovery campaigns have been running on these platforms since 2019, so what is the difference?