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.
Telecom
NCC to Keynote Telecom Sector Sustainability Forum 7.0

Nigerian Communications Commission (NCC) has thrown its weight behind the upcoming Telecom Sector Sustainability Forum (TSSF 7.0), confirming its role as the headline keynote speaker for the Lagos event.

Over the years, the Telecoms Sector Sustainability Forum (TSSF) has evolved into a landmark industry convergence platform and an actionable catalyst for policy alignment, driving critical dialogue around the regulatory, economic, and infrastructural frameworks required to sustain Nigeria’s digital economy.
Taking place on 16th September, 2026, at the Radisson Blu Hotel, Ikeja, Lagos State, the seventh edition of the Telecoms Sector Sustainability Forum (TSSF 7.0), organised under the aegis of Business Remarks, will bring together key stakeholders driving the next phase of Nigeria’s telecommunications and digital growth.
Themed “Rethinking Nigeria’s Digital Infrastructure Strategy to Attract Investment and Drive Innovation”, TSSF 7.0 will address some of the sector’s most pressing priorities, such as policies, digital infrastructure expansion, digital inclusion, good connectivity, partnerships and investments needed to accelerate Nigeria’s next wave of innovations, digital transformation and economic growth.
Organised by Business Remarks, the forum has consistently brought together policymakers, mobile network operators (MNOs), infrastructure providers, data centre operators, policy advocates and financial technology stakeholders to dissect the pressing challenges facing the telecommunications ecosystem and chart a sustainable path forward.
Past editions have successfully addressed pivotal industry shifts, ranging from broadband penetration strategies, human capital flight, mobile virtual network operators (MVNOs) sustainability and infrastructure deficit funding to the operational integration of emerging technologies. By providing a neutral, high-level platform where regulators like the Nigerian Communications Commission (NCC) can interface directly with private sector players, the forum plays a vital role in ensuring that regulatory frameworks evolve in tandem with market realities.
Speaking about the event, the Convener, Bukola Olanrewaju, said the Nigerian telecoms sector investment has grown to $75.6 billion as of 2025, with a planned investment of over $1.38 billion in network capacity upgrades in 2026 targeted to enhance infrastructure resilience, boost coverage and improve quality of service for subscribers nationwide.
“As the industry faces a new frontier defined by deepening 5G and 4G penetration, expanding fibre optic networks, and complex macroeconomic pressures, the need to meet the growing demands for digital services while remaining profitable has become the defining challenge of the modern telecommunications landscape.”
At a time when investment in connectivity, subsea cables, fibre networks, data centres, cloud infrastructure and cybersecurity is reshaping the country’s digital landscape, TSSF remains a vanguard of thought leadership and industry engagement, fostering the public-private collaborations necessary to safeguard the backbone of Nigeria’s digital transformation.
Telecom
NCC Advances Dig Once Policy, Engages Stakeholders on Cost-Based Framework for Duct Sharing

Nigerian Communications Commission (NCC) has reaffirmed its commitment to promoting efficient broadband infrastructure deployment in Nigeria through collaborative implementation of the Dig Once Policy.

L-R: Prof. Olalekan Yinusa, Executive Director, Policy, Strategy and Research, Nigeria Governors’ Forum; Mr. Ayuba Shuaibu, Director, Policy Competition and Economic Analysis, Nigerian Communications Commission, NCC; Engr. Nadungu Gagare, Permanent Secretary, Federal Ministry of Communications, Innovation and Digital Economy; Dr. Helen Aderibigbe Adeniyi, Hon. Commissioner, Ministry of Innovation Science and Technology, Kogi State, during the 2nd Stakeholders ‘ Consultative Forum on the Study to Develop a Mechanism and Cost-Based Structure for Sharing Duct Built Under The Dig-Once Policy in Nigeria, on the 8th July 2026, at the NCC Annex Office Mbora Abuja.
The Commission gave the assurance at the Second Stakeholders’ Consultative Forum to Develop a Pricing Mechanism and Cost-Based Structure for Sharing Ducts Built Under the Dig Once Policy in Nigeria, held at the NCC Annex Office, Mbora, Abuja, on Wednesday.
The forum brought together representatives of federal and state government institutions, telecommunications operators, infrastructure companies, industry associations, development partners and other key stakeholders to deliberate on the interim findings of the study and provide input towards the development of a transparent, equitable and cost-based framework for sharing underground duct infrastructure.
Speaking at the event, NCC’s Director, Policy, Competition and Economic Analysis, Mr Ayuba Shuaibu, said the consultative engagement underscored the Commission’s commitment to an open, transparent and inclusive regulatory process that accommodates the interests of infrastructure providers, network operators, public institutions and consumers.
Shuaibu noted that the proposed framework is intended to encourage infrastructure sharing, improve asset utilisation, reduce the cost of broadband deployment and facilitate the expansion of telecommunications infrastructure across the country.
According to him, the study is designed to establish a fair and transparent pricing mechanism for sharing underground ducts deployed under Nigeria’s Dig Once Policy, which encourages the installation of telecommunications ducts during road construction and rehabilitation projects. He explained that this would enable future fibre deployments without repeated road excavations.
“The Commission remains committed to a transparent, inclusive and consultative process. Our objective is to arrive at a pricing structure that balances the interests of infrastructure providers, access seekers and, ultimately, consumers, while also encouraging continued investment in broadband infrastructure.
“We encourage frank, constructive and solution-oriented contributions that will strengthen the final outcomes of this study,” Shuaibu said.
He added that observations, recommendations and contributions received from stakeholders during the consultation would be reviewed and incorporated into the final study report to ensure that the resulting framework is practical, commercially sustainable and responsive to industry realities.
Delivering the keynote presentation, the consultant, Mr Olugbenga Olabiyi, Managing Director of Dimension Data Limited, observed that passive infrastructure, including ducts, conduits, manholes and related facilities, constitutes one of the most capital-intensive components of broadband network deployment globally.
He said infrastructure sharing had emerged as an effective strategy for reducing deployment costs, improving efficiency and accelerating broadband expansion.
Olabiyi stated that Nigeria’s adoption of the Dig Once Policy presents an important opportunity to strengthen coordinated infrastructure deployment, minimise avoidable road excavations, improve utilisation of existing infrastructure and support broader broadband access across the country.
He also emphasised the importance of developing a predictable, transparent and equitable access framework, noting that inconsistent pricing models and unclear access conditions could undermine investment incentives and limit the benefits of infrastructure sharing.
“For Nigeria, where broadband expansion remains a national priority under the National Broadband Plan, successful implementation of the Dig Once Policy could become one of the most impactful infrastructure reforms in our telecommunications history.
“However, infrastructure sharing succeeds only when access is governed by fairness, transparency, predictability and effective market oversight.
“Without an equitable access framework, owners of shared infrastructure may inadvertently or deliberately create barriers to entry through excessive pricing, restrictive commercial conditions or discriminatory access practices. Such outcomes would undermine the objectives of the Dig Once initiative and discourage investment rather than promote it.
“This is why the NCC’s initiative to develop a cost-based pricing framework deserves commendation. A transparent and objective pricing methodology will provide confidence to investors, infrastructure companies, mobile network operators, Internet Service Providers, fibre operators and all participants within the communications ecosystem,” he said.
Participants at the forum reviewed the interim findings and provided recommendations on the proposed pricing methodology, implementation considerations and cost elements. Discussions focused on ensuring that the policy supports efficient infrastructure deployment while balancing the interests of infrastructure providers, access seekers and consumers.
The stakeholder consultation builds on earlier engagements conducted by the Commission on the study. It also aligns with the NCC’s commitment to implementing regulatory initiatives that promote broadband expansion, encourage infrastructure sharing and advance Nigeria’s digital transformation agenda.
Telecom
MTN Accelerates Network Expansion to Meet Surging Telecom Demand

MTN Nigeria is accelerating investments in network expansion and modernization to address rising demand for mobile and data services across the country.

The operator is deploying additional base stations, upgrading existing infrastructure, and expanding fiber connectivity to improve network capacity, coverage, and service quality.
The investments are designed to support increasing smartphone adoption, higher data consumption, and the growing use of digital services by consumers and businesses.
MTN said the expansion aligns with its long-term strategy to enhance customer experience while strengthening Nigeria’s digital infrastructure.
The company expects the ongoing upgrades to improve connectivity, support economic growth, and enable broader access to reliable telecommunications services as demand for high-speed broadband continues to increase.
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