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
AfriTECH 5.0: IXPN Boss Calls for National Commitment to Local Traffic Exchange

Muhammed Rudman, Managing Director of the Internet Exchange Point of Nigeria (IXPN), has underscored the urgent need for Nigeria to strengthen its local traffic exchange ecosystem, describing it as a strategic national imperative for speed, security, and digital economic expansion.

Speaking during a presentation at the African Tech Alliance (AfriTECH) Forum on Thursday last week, Rudman explained that local traffic exchange, where ISPs, content providers, and networks exchange data within Nigeria rather than routing it through international paths, remains the backbone of a modern, efficient internet economy.
He noted that Internet Exchange Points (IXPs) enable this by ensuring that data generated in Nigeria stays within the country, leading to faster connectivity, better user experience, and significant cost savings.
Rudman emphasised that the most visible benefit for users is dramatically reduced latency.
According to him, internet traffic routed abroad often travels through undersea cables to Europe before returning to Nigeria, resulting in delays between 150ms and 300ms. However, with local peering at IXPN, latency drops to as low as 5ms to 10ms.
“This is the difference between a frozen video call and a smooth one,” Rudman said. “For real-time applications like gaming, fintech transactions, and cloud services, milliseconds matter.”
He added that lower latency boosts productivity for businesses and enhances the performance of modern digital tools.
Rudman listed data sovereignty as another critical benefit of keeping traffic local, and explained that when Nigerian data is forced to travel through foreign infrastructures, it exposes the country to unnecessary security and surveillance risks.
“Local traffic exchange keeps Nigerian data protected under Nigerian laws and reduces exposure to foreign interception,” he stated.
He also stressed that maintaining local routing is essential for continuity during cable cuts. “If an undersea cable fails, locally hosted services, such as .ng websites and email, continue running normally,” he added.
Citing a major milestone, Rudman revealed that the Internet Exchange Point of Nigeria has recently crossed 2 terabits per second (Tbps) in peak domestic traffic, and described this as evidence of the rapid localisation of Nigerian internet traffic, with some members already achieving up to 70% traffic localisation.
According to him, this growth has saved the Nigerian economy hundreds of millions of dollars in international bandwidth costs, positioned Lagos as a digital hub for West Africa, and provided the foundation for local innovation in fintech, media, cloud services, and more.
“A fast, cheap, and reliable internet is the platform upon which new digital businesses are built,” he said.
Rudman urged policymakers, telecom operators, businesses, and global content providers to deepen their commitment to local peering, and recommended that government recognises IXPs as critical national infrastructure, mandate public-sector peering, and create policies that incentivise local hosting.
He further noted that while Telecoms and Internet Service Providers (ISPs) peer more aggressively to strengthen the ecosystem, content providers such as Google, Meta, Netflix, and the rest, deploy more local caches.
While urging businesses to choose ISPs that participate in local exchange and adopt Nigeria’s online identity such as .ng, the IXPN Chief Executive posited that local traffic exchange is no longer a technical luxury but a cornerstone of Nigeria’s digital sovereignty, economic competitiveness, and national security.
“Local traffic exchange is the foundation for a faster, safer, and more sovereign digital future,” he said.
The fifth edition of the Africa Tech Alliance Forum, (AfriTECH 5.0), which held on Thursday, November 13, 2025, at the Oriental Hotel, Lagos, had as its theme, “AI & Sovereign Tech: Building Africa’s Digital Independence.”
Telecom
Telecoms Industry Cuts 383 Jobs in One Year

Nigeria’s telecommunications industry cut 383 jobs between 2023 and 2024 as operators struggled under surging operating expenses, shrinking subscriber numbers and persistent regulatory pressures, according to newly released Year-End Performance Reports from the Nigerian Communications Commission (NCC).

The total workforce across licensed operators fell from 17,882 in 2023 to 17,499 in 2024, reflecting widespread downsizing across major market segments.
The workforce reduction came in a year when operators’ operating expenses spiked from N3.16 trillion in 2023 to N5.85 trillion in 2024—an 85.35 per cent increase.
The NCC attributed the surge to skyrocketing energy costs, inflation, foreign exchange instability and persistent multiple taxation by state and local authorities.
“Most licensees complained of high Right of Way (RoW) fees, harsh microeconomic operating environments and rising inflation,” the NCC noted in its report.
A breakdown of employment figures shows that GSM operators were the hardest hit, reducing staff strength from 7,212 to 6,658. Internet Service Providers (ISPs) also downsized, cutting their workforce from 5,589 to 5,473, while Value-Added Service (VAS) operators shed 100 jobs—from 813 to 713. Fixed-line operators, however, saw a slight workforce increase, rising from 268 to 272.
Two market segments recorded notable job gains. Collocation and infrastructure-sharing providers expanded from 1,574 workers to 1,751, while the “Others” category rose from 2,426 to 2,632. These gains, however, were not enough to offset the broader sector decline.
The job cuts coincided with a dramatic fall in active voice subscriptions following the enforcement of the National Identification Number (NIN)-SIM linkage policy.
Active subscriptions dropped from 224.7 million in 2023 to 164.9 million in 2024—a decline of 26.61 per cent.
Telecom
T2 Debunks Viral Posts on IHS Towers, Affirms Network Stability

T2, telecommunications operator, has raised the alarm over what it described as a surge of deliberate misinformation circulating online about its operational structure and its relationship with IHS Towers.

The company said it had become necessary to address the matter publicly following the activities of what it called “pseudo-analysts operating without any credible industry knowledge, grossly misrepresenting how telecommunications networks function and deliberately distorting the facts for attention and engagement,” it noted.
T2 stressed that, contrary to narratives trending across social media platforms, its service delivery model is not dependent on IHS infrastructure.
It explained that commentators pushing such claims were either ignoring or entirely unaware of the fundamental workings of National Roaming, a framework approved by the Nigerian Communications Commission (NCC) that allows operators to seamlessly leverage partner networks to ensure complete coverage without reliance on their own base stations.
The firm described insinuations that it faces operational risks or any threat of service disruption owing to IHS-related developments as technically false, uninformed, and recklessly misleading.
Just as such commentary “creates a false impression of instability, misleading the public and mischaracterising industry dynamics.”
According to the telecom operator, the persistent spread of such narratives indicated something beyond ignorance.
“It is evident that these distortions go beyond mere misunderstanding. The consistent inaccuracies and sensationalist framing suggest malicious intent, aiming to sow confusion rather than provide genuine analysis.
“Self-proclaimed analysts should be held to a standard of accuracy, yet they’re publishing content without grasping telecom operations, National Roaming, or infrastructure sharing implications,” it said.
Meanwhile, T2 maintained that it “rejects these misrepresentations in their entirety, with its operations remaining fully stable, fully supported, and entirely aligned with established industry models.”
It added “The attempt to link T2’s operational integrity to IHS-related narratives is nothing more than manufactured disinformation.”
Additionally, the operator urged subscribers and the general public to disregard false claims and rely solely on verified information.
“We urge the public and our stakeholders to disregard these false claims and rely exclusively on official communication from T2 or recognised industry authorities,” the firm noted. At the same time, reaffirming its commitment to transparency and accurate, technically verified information.
The mobile firm, reiterating its long-term ambition, said, “It remained committed to its vision of being a leading digital lifestyle partner, delivering world-class connectivity that empowers Nigerians to achieve their ambitions”
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