Telecom
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.
The traditional ground-based cellular towers may start dying by instalment in the next two years, due largely to Elon Musk’s SpaceX of acquisition of mobile frequencies of EchoStar, a US based firm for $17 billion.
Subject to affordability and availability, the move could be disruptive as it is intended to accelerate the development of “direct-to-cell” technology, which enables mobile phones to connect directly to satellites without relying on ground-based cellular towers.
Cell Phone Towers (also called Base Stations), have electronic equipment and antennas that send and receive signals to and from cell phones.
Antennas may be attached to free-standing towers or structures or may be mounted on non-tower structures such as building rooftops, billboards or church steeples.
But the Direct-to-Cell technology, primarily driven by Starlink, allows smartphones and IoT devices to communicate directly with low Earth orbit (LEO) satellites.
This innovative approach eliminates the need for traditional cell towers, enabling connectivity in areas where cellular service is limited or non-existent.
The technology is designed to work with existing LTE and 5G smartphones, requiring no additional hardware or applications.
According to Gwynne Shotwell, president and COO of SpaceX, “In this next chapter […] SpaceX will develop next generation Starlink Direct to Cell satellites, which will have a step change in performance and enable us to enhance coverage for customers wherever they are in the world.”
Shotwell, added that the first Starlink satellites with direct-to-cell capabilities have already connected millions of people in critical moments—during natural disasters, to reach emergency services or loved ones, or when they were off-grid.
National Agency for Science and Engineering Infrastructure (NASENI) and the Nigerians in Diaspora Commission (NiDCOM) are working closely to explore new ways of building innovations and technology, using the expertise and skills of Nigerians living in the diaspora, as well as those at home.
L-R: Special Assistant to the EVC on Foreign Relations, Dr. Mohammed Dahiru; Chairman/CEO, NiDCOM, Hon. Abike Dabiri-Erewa; Executive Vice Chairman/CEO, NASENI, Khalil Suleiman Halilu and another official of NIDCOM during the visit yesterday.
The Executive Vice Chairman/CEO, NASENI, Khalil Suleiman Halilu and the Chairman/CEO, NiDCOM, Hon. Abike Dabiri-Erewa, during a strategic meeting at NIDCOM headquarters described this collaboration as a “timely intervention”, noting that it will help connect Nigeria’s local innovators with scientists, engineers, technologists, and entrepreneurs in the Diaspora.
Mr. Halilu, highlighted NASENI’s key projects, including Revolut, a payment platform already serving thousands of Nigerians with low-cost, real-time transfers; the Innovation Hub and Incubation Programme, which funds Nigerian scientists and innovators, both in home and diaspora; and Delta-2, a partnership with the Czech Republic entering its third phase this September to bring new technology and international collaboration to Nigeria.
Halilu said his visit to NiDCOM was to present two key projects: a government-backed payment platform, similar to Revolut, designed to be seamless, flexible, multi-currency, and to provide real-time monitoring at affordable rates, while the second project aims to engage Nigerians in the Diaspora, particularly in science, technology, innovation, and entrepreneurship, to develop practical projects that can grow the economy.
While commending Dabiri-Erewa, the NASENI CEO added that NiDCOM’s database of professionals would play an essential role towards this course.
She asserted that the partnership will foster opportunities for Nigerians everywhere to work together for Nigeria’s progress; through sharing ideas, skills, and experiences that can help build a stronger, more innovative Nigeria, especially under the Renewed Hope Agenda of President Bola Ahmed Tinubu.
Dabiri-Erewa lauded the works done by the Agency. She assured that the Commission will give them the relevant support needed, while suggesting the NASENI team to participate at the 8th Nigeria Diaspora Investment it (NDIS), to be held from November 11-13, 2025 in Abuja.
Both NiDCOM and NASENI also agreed to set up a joint working committee to streamline areas of collaboration and design projects focused on science, technology, engineering, and mathematics (STEM), alongside wider Diaspora engagement.
Nigerian Communication Commission (NCC), has reported that reverting to market-driven pricing in the industry has attracted about $1 billion new telecoms infrastructure investments in Nigeria in 2025.
Dr Aminu Maida, executive vice chairman of the commission, stated this in an interactive session with journalists recently.
Dr Maida noted that the decision has restored investors’ confidence and reversed years of under investment that witnessed the slow network expansion and service quality improvement.
He said that as at June 2025, operators were already receiving new equipment ordered and that upgrades and new site construction underway, noting that the fresh investments will boost capacity, improve service quality and strengthen Nigeria’s competitiveness in the global telecom space.
According to Maida, the move has made one operator, who has not invested a single Kobo on network upgrade over the last three years, to start doing something in that direction.
He explained that when the NCC issued licences for the provision of services on the fifth generation (5G) technology, MTN Nigeria, Airtel Nigeria and Mafab Communications, all underestimated the huge challenges in the industry when they promised nationwide rollout of the services.
The NCC boss also said that the Mobile Network Operators (MNOs) that got the licences “over-promised” to deliver services to their consumers, without minding challenges in the industry.
He said that the 50 per cent tariff hike for end users of telecom services approved by the NCC to MNOs earlier in the year has started changing the dynamics by stopping the drought in both local and foreign direct investments (FID).
While highlighting why the increase in tariff has failed to translate to improved service quality, Maida explained that such equipment are not what can easily be purchased on the shelf and that some of the equipment are yet to be built by the original equipment manufacturers.
According to him, bringing the equipment into the country will require a process and that the “MNOs would need to book, pay, ship, pay for clearing at the ports, transport to sites, install and commission before customers would start feeling the impact.”
Maida, however, admitted that installing the equipment nationwide will take some time and the installation process, which has already commenced in the North Central zone and Abuja, will soon be extended to other areas gradually.
He disclosed that since the rollout of the technology in Nigeria less than 2000 5G sites have been built across the country, a situation he blamed on a combination of factors, including foreign exchange (forex) issue and difficulty securing land for new cell sites.
On infrastructure protection, he said the NCC was working with the Office of the National Security Adviser (NSA) to design region-specific rapid response frameworks, blending community engagement with civil defence presence to tackle threats such as generator theft, poor security, and local disputes.
Addressing the issue of low local content in the Telecoms industry, Maida stated that only three countries are responsible for the supply of low level software and hardware used and these are China that has Huawei and ZTE; Finland with Nokia and Sweden with Ericsson.
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