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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.
Legend Internet Plc, an internet service provider, plans to merge with Spectranet, Nigeria’s largest ISP by subscribers, in a deal that signals a new wave of consolidation as competition intensifies in the broadband space.
The proposed transaction, disclosed in a regulatory filing to the Nigerian Exchange (NGX) on Monday, will see both companies combine their businesses under a unified corporate structure.
The deal is pending approval from the Federal Competition and Consumer Protection Commission (FCCPC) and the Nigerian Communications Commission (NCC), with completion targeted for Q2 2026.
The merger brings together two players that have long competed for the same urban broadband customers and signals that Nigeria’s internet service provider market may be entering a consolidation phase.
With infrastructure costs rising, spectrum constraints tightening, and competition intensifying from MTN and Airtel’s home broadband arms, mid-tier ISPs face growing pressure to scale or get squeezed.
Legend’s board, which approved the transaction in October 2025 before shareholders ratified it in November, framed the deal in terms of network capacity and operational efficiency.
“The proposed merger aligns with Legend’s long-term strategy to expand broadband infrastructure and strengthen its position within Nigeria’s telecommunications sector,” Legend said in the filing.
“The Transaction is expected to deliver significant strategic and financial benefits, including enhanced network capacity through the integration of fibre and wireless infrastructure, improved operational efficiency, and expanded coverage across key urban markets.”
The combined entity would inherit Spectranet’s established brand recognition among home and SME broadband users alongside Legend’s listed status and infrastructure footprint.
The filing did not disclose the financial terms of the transaction, including the valuation or the structure of the share arrangement.
The deal also reflects broader shifts in Nigeria’s ISP market, where scale, network quality, and capital investment are becoming critical to survival. By merging with Spectranet,
Legend is betting that consolidation can deliver the scale needed to compete more aggressively.
Spectranet, once a dominant force in Nigeria’s fixed wireless segment, enters the merger from a position of relative weakness. In 2025, its active subscriber base fell below 100,000 for the first time since the NCC began publishing ISP data. The company lost 3,732 users in the second quarter alone, marking its second consecutive quarterly decline.
That drop came amid intensifying competition from newer entrants and alternative technologies. Satellite internet provider Starlink, for instance, has recorded rapid growth, increasing its subscriber base significantly over the same period. Fibre-focused players like FibreOne are also expanding, putting additional pressure on legacy wireless operators.
Despite these challenges, Spectranet remains a significant player. As of late 2024, it controlled about 47.3% of Nigeria’s wireless ISP market and remained the largest ISP by subscriber count as of mid-2025. However, its lead has been narrowing, underscoring the urgency of strategic repositioning.
For Legend Internet, the merger could provide a faster route to scale than organic growth alone. The company, which listed on the NGX in April 2025 through a listing by introduction, has seen a volatile stock performance.
After debuting at ₦5.64 per share and climbing to a high of ₦10.35 in May 2025, the stock fell to a low of ₦4.30 in September before beginning a recovery. As of March 23, 2026, Legend’s shares trade at around ₦6.00, giving it a market capitalisation of approximately ₦12 billion. The stock has gained about 13.4% year-to-date, suggesting a modest return of investor confidence following its post-listing swings.
Canada–Nigeria
The forum will convene technology leaders, innovators, distributors, systems integrators, and policymakers from Canada and Nigeria to explore new commercial opportunities and deepen bilateral collaboration in the digital economy.
To participate, register here.
Designed as a strategic engagement platform, the event will showcase Canada’s advanced technology capabilities while connecting Canadian companies with Nigerian partners across key sectors including artificial intelligence, cybersecurity, telecommunications, enterprise solutions, and smart infrastructure.
Driving Cross-Border Innovation
The forum aims to strengthen innovation ties between both countries by facilitating partnerships that support digital transformation, business growth, and knowledge exchange.
Proceedings will begin at 8:30 AM with registration and introductions led by the Trade Commissioner, followed by official welcome remarks at 9:00 AM by the Head of Office at the Deputy High Commission of Canada in Lagos.
Keynote on Technology Transformation
A keynote address will be delivered from 9:10 AM to 9:30 AM by Mr. Olagoke Orija, representing the Country Manager of Microsoft Nigeria.
The keynote will highlight opportunities for technology-driven transformation and collaboration within Nigeria’s rapidly evolving digital landscape.
Panel Session: Strengthening Tech Partnerships
A key highlight of the forum will be a panel discussion scheduled from 10:00 AM to 10:45 AM, themed:
“Building Stronger Tech Partnerships: Distributor, Integrator & Reseller Opportunities.”
The session will explore practical models for collaboration between Canadian and Nigerian companies, with focus on:
- Expectations of Nigerian firms from international technology partners
- Success factors in joint ventures, distribution, and co-development
- Case studies of Canada–Nigeria technology collaboration
Panelists include:
- Lee-Michael J. Pronko (Canada)
- Dr. Isi Brennan (USA)
- Gbemi Akande – Optimus AI (Canada)
Sector-Focused Syndicate Sessions
From 10:45 AM to 12:00 PM, participants will engage in sector-specific syndicate sessions featuring presentations from leading Canadian technology firms:
- Agile Agilist – Artificial Intelligence
- Cetark – Cybersecurity
- Ethica Channel Enablement Inc – Telecommunications
- Telepin – Telecommunications
- SimplyCast – Enterprise Solutions
- Viion Systems – IoT and Smart Infrastructure
Each company will deliver focused 15-minute presentations, highlighting solutions and partnership opportunities.
Networking and Cultural Exchange
An interactive Q&A session will take place from 12:00 PM to 12:20 PM, allowing participants to engage directly with presenters.
This will be followed by a Wine Tasting Networking Session (12:20 PM – 12:50 PM), curated by Nicotawines, featuring premium selections from Canadian wineries and distilleries including Tawse Winery, Macaloney Distillery, Lakeview, and Reif Estate Winery.
Closing and Outlook
The forum will conclude at 1:00 PM with closing remarks from the Senior Trade Commissioner, reaffirming Canada’s commitment to building sustainable and mutually beneficial partnerships within Nigeria’s technology ecosystem.
Register here to participate.
About the Trade Commissioner Service (TCS)
The Trade Commissioner Service supports Canadian companies seeking international business opportunities and facilitates trade, investment, and innovation partnerships worldwide. Through its presence in Nigeria, the TCS works to strengthen bilateral economic ties and foster collaboration between Canadian and Nigerian businesses.
Quest Merchant Bank has been appointed as Transaction Advisor for Project BRIDGE, a broadband infrastructure initiative of the Federal Ministry of Communications, Innovation and Digital Economy (FMCIDE), led by Bosun Tijani, the minister.
Project BRIDGE, short for Broadband Infrastructure Development for Digital Economy, is designed to deepen Nigeria’s digital backbone through the deployment of about 90,000 kilometres of open-access fibre-optic cables nationwide.
The initiative is expected to boost broadband penetration, strengthen connectivity and drive inclusive economic growth.
Under the mandate, Quest Merchant Bank will work with the ministry and the Project Implementation Unit to structure the project’s financial and commercial framework.
This includes developing bankable investment models, engaging investors and designing a public-private partnership structure to ensure efficient execution and sustainability.
Afolabi Olorode, acting managing director, described the project as a critical intervention for Nigeria’s digital economy.
“Project BRIDGE represents a critical step in strengthening Nigeria’s digital backbone and unlocking the immense opportunities within the country’s digital economy. We are honoured to partner with the FMCIDE under the leadership of Honourable Minister, Dr Bosun Tijani on this important initiative,” he said.
He added that the bank would leverage its expertise in infrastructure finance to develop “a robust and investable framework that will attract private capital and support long-term national development.”
Also speaking, Yetunde Falore, head of Investment Banking at Quest Merchant Bank, said the project comes at a defining moment for Nigeria’s digital economy.
“Nigeria’s digital economy is entering a defining phase, and infrastructure initiatives such as Project BRIDGE will play a central role in expanding connectivity, deepening digital inclusion, and supporting sustainable economic growth,” she stated.
Falore noted that the bank would focus on ensuring the timely and efficient delivery of the project in its advisory role.
The initiative aligns with the Renewed Hope agenda of President Bola Ahmed Tinubu, which prioritises digital infrastructure expansion and private sector participation in critical national assets.
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