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New ways to help you drive performance with Demand Gen

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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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Airtel Africa Grew Customer Base to 169m as Q1 Revenue Hits $1.4 Billion

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Airtel Africa has grown its customer base by 9.0% to 169.4 million, with data customers increasing 17.4% to 75.6 million with focus on bridging the digital divide across her markets continues. According to the telecommunications operator’s financial results for the quarter ended June 30, 2025, which demonstrated strong growth across key metrics and a continued focus on expanding its services across its 14 African markets.

The operator reported a significant increase in revenue, reaching $1,415 million. This represents a 24.9% growth in constant currency and a 22.4% increase in reported currency, indicating a more stable macroeconomic environment in its operating regions and effective tariff adjustments, particularly in Nigeria.

The growth was broadly driven, with mobile services revenue increasing by 23.8% in constant currency. Data revenue showed exceptional performance, surging by 38.1%, while voice revenue grew by 13.9%. Mobile money services continued their strong upward trajectory, recording a 30.3% growth in constant currency. This was supported by accelerated growth in Francophone Africa (16.4% in constant currency) and continued strong performance in East Africa (20.3% in constant currency).

Airtel Africa’s profitability also saw a substantial uplift. EBITDA grew by 29.8% in reported currency to $679 million, with EBITDA margins expanding to 48.0% from 45.3% in the prior period. This margin expansion is attributed to sustained operating momentum, more stable fuel prices, and the ongoing benefits from cost efficiency programs.

Profit after tax saw a remarkable improvement, rising to $156 million compared to $31 million in the prior period. Basic Earnings Per Share (EPS) stood at 3.4 cents, a significant increase from 0.2 cents in the previous year, primarily reflecting higher operating profit in the current period and the absence of large derivative and foreign exchange losses that impacted the prior period.

Operational highlights further underscored the company’s growth. Airtel Africa’s total customer base expanded by 9.0% to 169.4 million. Data customers increased by 17.4% to 75.6 million, as the company intensified its efforts to bridge the digital divide. Mobile money customer base also grew by 16.1% to 45.8 million, with transaction value increasing by 28.7% in constant currency.

The company’s strategic focus on enhancing customer experience is supported by ongoing network investments. Over 2,300 new sites were rolled out, bringing the total to 37,579 sites, and the fiber network was expanded by 2,700 km, now exceeding 79,600 km. This investment has boosted data capacity across the region, with 4G population coverage reaching 74.7%, an increase of 3.4% year-on-year.

Airtel Africa continued its debt localization program, with almost 95% of its operating company debt (excluding lease liabilities) now in local currency, up from 86% a year ago, reducing foreign currency debt exposure. The company also confirmed it has returned $16.9 million to shareholders through its ongoing share buyback program as of June 30, 2025.

Sunil Taldar, chief executive officer, said: “We are very pleased with the strong growth in our operating and financial performance in the first quarter. The strength of this performance, and the scale of the growth we achieved, reflects the sustained demand for our services and the strength of our business model to meet these demands. Operationally, the acceleration in customer base growth to 9%, and 17.4% growth in our data customers to 75.6m reflects the strong on-ground execution with a relentless focus on digitisation and the simplification of the customer experience.”


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Khalil Halilu Honoured at UK Parliament for Championing African Innovation

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L-R: Founder, Startup Arewa, Mohammed Jega; Deputy Mayor of London for Environment and Energy Mete Coban; Executive Vice Chairman/CEO, National Agency for Science and Engineering Infrastructure (NASENI), Khalil Suleiman Halilu; and Special Adviser to the EVC on Commercialization, Engr. Anas Balarabe during the presentation of the prestigious African Achievers Award to Halilu at the House of Lords, UK Parliament recently.
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Mr. Khalil Suleiman Halilu, executive vice chairman/ceo of the National Agency for Science and Engineering Infrastructure (NASENI), was honoured with the prestigious African Achievers Award at the 15th edition of the ceremony held at the historic House of Lords, UK Parliament, on July 11, 2025.

L-R: Founder, Startup Arewa, Mohammed Jega; Deputy Mayor of London for Environment and Energy Mete Coban; Executive Vice Chairman/CEO, National Agency for Science and Engineering Infrastructure (NASENI), Khalil Suleiman Halilu; and Special Adviser to the EVC on Commercialization, Engr. Anas Balarabe during the presentation of the prestigious African Achievers Award to Halilu at the House of Lords, UK Parliament recently.

The award, presented during an event that brought together royals, global leaders, policymakers, and innovators, recognized Mr. Halilu’s outstanding contributions to advancing Africa’s technological infrastructure, innovation ecosystems, and industrial growth through his leadership at NASENI.

Hosted by Baroness Sandip Verma, Chancellor of the University of Roehampton and a respected member of the House of Lords, the ceremony was a powerful global showcase of African excellence and transformative leadership. Mr. Halilu joined a distinguished group of honourees including public officials, business executives, and philanthropists shaping the future of the continent.

In his remarks, Mr. Halilu emphasized Africa’s readiness to lead in innovation, manufacturing, and sustainability.

“It is a great honour to receive this award alongside fellow visionaries committed to Africa’s future. At NASENI, we are bridging the gap between ambition and access, turning ideas into industries, empowering indigenous solutions, and driving forward Nigeria’s and Africa’s industrial transformation. Africa is not just rising, it is ready.”

Under his leadership, NASENI has been repositioned as Nigeria’s leading technology transfer agency, delivering on the Renewed Hope Agenda of President Bola Ahmed Tinubu by enabling local production in critical sectors such as clean energy, agriculture, transportation, and digital infrastructure.

Through strategic partnerships and an Accelerated Technology Transfer & Adaptation Strategy, NASENI is turning Nigeria into a hub for sustainable innovation and industrial self-reliance. Mr. Halilu extended appreciation to the organizers and supporters of the Awards:

“I thank the African Achievers Awards team, Baroness Sandip Verma, and all those across the continent and diaspora who continue to champion African solutions. This recognition is a motivation to do more and a reminder that the future we seek is one we must build ourselves.”

Now in its 15th year, the African Achievers Awards has become one of the most respected platforms spotlighting African leadership and excellence globally. This year’s edition included powerful messages from dignitaries such as King Misuzulu kaZwelithini, Queen Olori Atuwatse III, and Dr. Fatou Bensouda, reinforcing the urgency of building a united and future-facing African continent.

The award to Mr. Khalil Halilu reflects NASENI’s growing continental footprint and its mission to deliver homegrown technologies that respond to Africa’s real challenges, promote sustainable development, and accelerate industrialization across borders.


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NITRA-ALTON CNII & Sustainability Conference Rescheduled for August 7 in Lagos

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The 2025 edition of the Critical National Information Infrastructure (CNII) & Sustainability Conference has been rescheduled to hold on August 7, 2025, at CitiHeight Hotel, Ikeja, Lagos, following a shift from its earlier date of July 30.

NITRA

The adjustment was made to accommodate a nationwide telecom stakeholders’ meeting convened by the Nigerian Communications Commission (NCC).

The CNII Conference, jointly organised by the Nigeria Information Technology Reporters Association (NITRA) and Association of Licensed Telecommunications Operators of Nigeria (ALTON), seeks to address the implementation and awareness gaps surrounding the CNII Order, signed into law by the Federal Government in August 2024.

The law designates telecom infrastructure as Critical National Information Infrastructure, positioning it as a strategic asset vital to Nigeria’s economic and security framework. Industry groups including the Association of Telecommunications Companies of Nigeria (ATCON) have thrown their weight behind the initiative.

Speaking on the new date, NITRA Chairman, Mr. Chike Onwuegbuchi, emphasised that the Act, though laudable, requires industry-wide collaboration and clear implementation strategy for tangible impact.

“The mere proclamation of CNII as an Act does not guarantee infrastructure safety. Stakeholders must address operational and standardisation gaps to make the law work,” he said.

ALTON Chairman, Engr. Gbenga Adebayo, also highlighted the need for regular maintenance and technology upgrades to curb vandalism and ensure infrastructure security.

Focus Areas of the Conference Include:

  • Implementation mechanisms for the CNII Act.
  • Stakeholders’ roles at federal, state, and industry levels.
  • Security enforcement and public education.
  • Infrastructure protection and sustainability.
  • Collaboration and compliance across telecom companies.

Expected attendees include the Minister of Communications, Innovation and Digital Economy, regulators, service providers, security agencies, and key players in public and private sectors.

The event is themed “Industry Sustainability And CNII Conference 2025 – Way Forward”, with panel discussions aimed at creating a unified approach to safeguarding Nigeria’s telecom infrastructure under the CNII provisions.


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