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New ways to help you drive performance with Demand Gen
In today’s complex digital landscape, consumers turn to visual-first content to get ideas and inspiration across platforms. To stay relevant, brands need to show up when and where it matters most to their audience.
YouTube, for instance, fosters deeper connections than traditional social media. In fact, Gen Z viewers rank YouTube #1 when it comes to feeling like they’re doing something quality with their time,1 and 61% of Gen Zs agree they feel closer to creators they watch on YouTube than on other platforms.2 This translates into strong results: a Nielsen analysis found that YouTube delivers 2.3x higher long-term ROAS than paid social.3
In 2023, we launched Demand Gen campaigns to help businesses build deeper engagements with potential customers and boost online sales and leads. Demand Gen helps you create and convert demand on YouTube and Google’s most visual, immersive surfaces when consumers aren’t searching for you. It offers AI-powered features with flexible controls to connect your business with the right customers wherever they are in their buying journeys.
Today, we’re introducing new ways to help you enhance your Demand Gen campaigns — including expanded controls to customize campaigns for specific channels, new creative enhancements, and richer product and in-store details in your ads. We’ll also share an update on the upgrade timeline to transition your Video Action Campaigns to Demand Gen.
Control where your ads appear
We’ve heard from many of you that flexible controls are crucial for AI-powered campaign optimization. Building on the success of creative preferences and an early experiment, we’re expanding channel controls to all available ad surfaces in Demand Gen globally starting in March. With channel controls rolling out as a beta to everyone, you’ll be able to precisely choose where your ads appear across YouTube, Discover and Gmail — including the ability to tailor your Demand Gen campaigns to serve specifically on YouTube Shorts.
Additionally, we’re adding Google Display inventory to Demand Gen to help you stay top-of-mind with more customers wherever they are browsing content — reaching over 90% of the global internet population across more than 3 million sites and apps.
You can precisely choose where your ads appear across YouTube and Google with channel controls in Demand Gen.
To maximize reach, we encourage all advertisers to take advantage of the full inventory in Demand Gen to fluidly optimize across channels. Learn more about the benefits of cross-channel optimization here.
Multiply your creative impact
Compelling creatives fuel successful campaigns. This requires a strong variety of assets that meet the specifications of different inventory and formats so you can show up when it matters — and that resonate with the diverse needs and interests of your customers. To help you craft stronger ad creatives, we’re introducing more ways to tailor your assets to different screens and formats:
- Demand Gen offers various video and image formats to help you craft unique brand stories on YouTube. Starting in late February you can also run 9:16 vertical image ads on Shorts to create a more immersive, full-screen experience.
- Last November, we launched video enhancements in Demand Gen, allowing you to flip your original video and create new videos in different aspect ratios. In the coming weeks, we’ll roll out a new feature to help you create shorter versions of your videos at scale.
Create shorter versions of your videos at scale with new video enhancements.
You’ll also find an improved ad creation flow in Demand Gen. You’ll now have the option to select the specific types of video enhancements that you’d like to apply to your ads to maximize the variety of your video assets. If needed, you can opt out and manually edit your videos directly in the flow. And you can now share ad previews with your creative stakeholders outside of Google Ads to make the feedback and approval process more efficient.
Drive sales with a more seamless purchase journey
Next, we have new features coming specifically for retailers to help you drive more sales throughout the purchase journey and create a smoother online-to-offline shopping experience:
- For advertisers with a Google Merchant Center account, we’re rolling out a new experience in Demand Gen with product feeds in a few weeks to unlock deeper product discovery. Customers can instantly access full product details directly from your ads, seamlessly transitioning from one product details page to another.
Get full product details directly from your ads with improved experiences in Demand Gen with product feeds.
- With local offers for Demand Gen with product feeds, you can show real-time local product availability, connecting online shoppers with your physical storefronts and driving them to nearby store locations. Then, maximize your omnichannel strategy by optimizing for both online sales and in-store visits with omnichannel bidding.
Contact your Google account team today to learn more about the beta for both features.
Show real-time local product availability in your ads with local offers.
Compare performance across platforms
Lastly, we’re introducing new reporting columns in Google Ads to help you better understand how Demand Gen campaigns perform compared to your paid social efforts and how they inform budget decisions. These columns, which have started to roll out to advertisers globally this month, will include view-through conversions to align with how social advertising platforms measure performance. They will also isolate the impact of Demand Gen from other Google campaigns to provide a more comparable view across channels.
Check out important upgrade milestones for Video Action Campaigns
Last year we announced the upgrade of Video Action Campaigns to help advertisers access the same and even more new features through Demand Gen. Many advertisers are already seeing better performance after transitioning to Demand Gen. Based on a Nielsen analysis, on average, Demand Gen delivers 58% higher ROAS than Video Action Campaigns.4 That’s why we’re taking the next steps to help simplify the process to upgrade.
If you currently use Video Action Campaigns, here are some key upgrade milestones and answers to important FAQs:
- Starting in April, following the launch of channel controls, you’ll no longer be able to create new Video Action Campaigns in Google Ads and Display & Video 360 platforms. We recommend that you start upgrading to Demand Gen yourself before the automatic upgrade goes into effect starting in July to maintain full control of your campaigns.
- Use the upgrade tool (available in March) to apply your historical settings and learnings from Video Action Campaigns to your new Demand Gen campaigns. This helps you upgrade while maintaining your existing strategy and driving consistent performance. Your new Demand Gen campaigns will continue to serve only on YouTube and Google video partners (if you’ve opted-in) until you adjust the settings. While channel controls in Demand Gen will be released as a beta in March, you will be able to continue serving only on YouTube just as you can do today in Video Action Campaigns.
- To instantly access new and expanded features in Demand Gen, such as a wide range of inventory and lookalike segments, we recommend creating new Demand Gen campaigns, or using the copy-and-paste tool to upgrade today. Check our FAQ page for more guidance.
- Starting in July, we will auto-upgrade any remaining Video Action Campaigns in Google Ads. This upgrade process may take a few months to complete and not all accounts will be upgraded at the same time.
- Your historical learnings in Video Action Campaigns will be applied to your new Demand Gen campaigns to help maintain consistent performance. Your inventory settings will be preserved, ensuring your ads continue to serve only on YouTube and Google video partners (if you’ve opted in) until you adjust the settings.
Marks and Spencer (M&S), a global clothing and homeware retailer, saw big success using Demand Gen to drive better results. Partnering with Incubeta, M&S tested Demand Gen and exceeded their forecasted ROAS by 186%, with a 66% lower CPA. The campaign also performed favorably compared to their paid social campaigns.
To learn more about how to upgrade Video Action Campaigns to Demand Gen, visit our FAQ page. To learn more about how you can drive performance with Demand Gen, check out our best practices guide.
Modern messengers, such as WhatsApp, Telegram, Signal and others, are often used for illicit purposes. Kaspersky Digital Footprint Intelligence has conducted an in-depth monitoring of over 800 blocked cybercriminal Telegram channels between 2021 and 2024.
While a range of illegal activities continues to be hosted on the platform, its environment has become noticeably more challenging for sustained underground operations.
Telegram’s bot framework and other built-in features make for a low-effort ecosystem for the underworld.
A single bot can simultaneously manage queries, process cryptocurrency payments, and instantly deliver stolen bank cards, info-stealer logs, phishing kits, or DDoS attacks to hundreds of buyers per day, often without operator involvement.
Unlimited, non-expiring file storage eliminates the need for external hosting when distributing multi-gigabyte database dumps or stolen corporate documents. This frictionless automation naturally favours high-volume, low-price, low-skill offerings, such as leaked bank cards or other data, hosting malware, etc.
High-value, trust-dependent deals (for instance, zero-day vulnerability information) still remain on reputation-gated dark-web forums.
Kaspersky researchers found two clear trends related to illegal activities on Telegram. The average lifespan of shadow channels has increased, with the proportion of channels surviving over nine months more than tripling in 2023-2024 compared to 2021–2022. At the same time, Telegram’s blocking activity has risen significantly.
Monthly takedown figures recorded since October 2024 – even at their lowest – are comparable to the peak levels seen throughout 2023, and the overall pace continued to accelerate in 2025. This impedes malicious activities.
Other disadvantages of Telegram for cybercriminals include the lack of default end-to-end (E2E) encryption for chats, the inability to use their own servers for communication (due to the messenger’s centralised infrastructure), and closed server-side code, which makes it impossible to verify its functionality.
As a result, several established underground communities, including the nearly 9,000-member BFRepo group and the Angel Drainer malware-as-a-service operation, have already begun shifting primary activity to other platforms or proprietary messengers, citing repeated disruptions of their activities on Telegram.
“Fraudsters find Telegram a convenient tool for many malicious activities, but the risk-reward balance is clearly shifting. Channels are managing to stay online longer than a couple of years ago, yet the dramatically higher volume of blocks means operators can no longer count on long-term stability.
“When a storefront or service disappears overnight – and sometimes reappears only to be removed again weeks later – building a reliable business becomes much harder. We’re starting to see the early stages of migration as a direct consequence,” comments Vladislav Belousov, Digital Footprint Analyst at Kaspersky.
Galaxy Backbone Limited (GBB), the Federal Government’s leading ICT infrastructure and shared services provider, will mark its 20th anniversary in June 2026 with a grand celebration that reflects two decades of innovation, resilience, and national impact.
Since its inception in 2006, Galaxy Backbone has been at the heart of Nigeria’s digital transformation journey; building the technological foundation that supports modern government operations and public service delivery. What began as a bold vision to connect government has grown into a critical national platform that drives efficiency, transparency, collaboration and innovation across the public sector.
Over the last 20 years, GBB has helped redefine how government works. By providing secure connectivity, enterprise-grade data centre services, cloud platforms, and digital collaboration tools, Galaxy Backbone has enabled Ministries, Departments and Agencies (MDAs) to move from fragmented, paper-based processes to more integrated, technology-driven systems.
This transformation has improved government-to-government coordination, strengthened engagement with businesses, and enhanced the delivery of services to citizens. Today, the digital infrastructure powered by Galaxy Backbone supports thousands of government users, hundreds of institutions, and critical national platforms that Nigerians rely on daily.
A key part of this journey has been the Federal Government of Nigeria’s investment, managed by GBB in robust national infrastructure, high-capacity and world class data centres, fibre-optic connectivity across multiple states, secure hosting services, and shared platforms that have helped government operate more efficiently and responsively. These contributions have played a pivotal role in Nigeria’s progress toward a more digital, agile and citizen-centered public service.
Galaxy Backbone’s impact has earned both national and global recognition. In 2025, the organisation was ranked first overall in the Federal Government Website Performance Scorecard, reflecting its commitment to excellence in digital service delivery. Internationally, GBB, a couple of years ago, received the prestigious United Nations Public Service Award, a testament to its leadership in promoting a whole-of-government approach to digital transformation.
As GBB celebrates two decades of service, this milestone is more than an organisational anniversary; it is a celebration of Nigeria’s digital evolution. It is an opportunity to appreciate how collaboration between government, industry partners, technology providers, and dedicated public servants has helped build a stronger, more connected nation.
The June 2026 anniversary celebration will bring together stakeholders from across the public and private sectors to reflect on the journey so far, acknowledge the partnerships that have shaped this success, and chart an ambitious course for the future. It will highlight how collective effort, shared vision, and innovation have positioned Galaxy Backbone as a strategic national asset.
Looking ahead, Galaxy Backbone remains committed to deepening digital transformation across the country; expanding infrastructure, strengthening cybersecurity, enhancing service delivery, and supporting the Federal Government’s drive for a smarter, more efficient and digitally empowered Nigeria.
At 20 years, Galaxy Backbone stands proud of its past, confident in its present, and inspired by the limitless possibilities ahead.
Galaxy Backbone Limited (GBB), Nigeria’s leading federal ICT infrastructure provider, has announced its 20th-anniversary celebration for June 2026, marking two decades since unifying government’s fragmented digital landscape into a secure national platform.
Galaxy Backbone
The announcement by Head of Media and Corporate Communications Chidi Okpala follows GBB’s top ranking in the 2025 Federal Government Website Performance Scorecard by the Bureau of Public Service Reforms, cementing its leadership in digital service delivery and transparency.
Managing Director Professor Ibrahim Adepoju Adeyanju described the milestone as celebrating Nigeria’s shift from paper-based silos to a cloud-first, integrated government. Achievements include the UN Public Service Award for 1-GOV.net, high-speed fiber deployment for G2G and G2B interactions, IPPIS payroll rollout, and pandemic-era digital support.
The June event will gather public-private stakeholders, global tech partners, and policymakers to unveil GBB’s next-decade roadmap emphasising cybersecurity, AI in public service, and rural connectivity.
GBB positions itself at the forefront of Nigeria’s 2030 digital nation drive, with 20 years of innovation signaling a smarter, connected future.
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