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
MTN Mulls AI Tech to Protect Infrastructure as Cable Cuts Hit 13,000 in 18 Months

MTN Nigeria has said that there are plans to deploy an artificial intelligence (AI) technology to monitor and protect its fibre optic cables across the country.
Yahaya Ibrahim, chief technical officer (CTO), MTN, said the technology will detect vibrations, identify the cause, and alert relevant personnels.
According to Ibrahim who spoke during a session for the ongoing MTN Media Innovation Progamme, the proposed innovation comes amid concerns over the growing spate of telecoms infrastructure vandalism, which have led to multiple cable cuts, and the destruction of towers.
This, he said, would enable the company to promptly deploy agents to the site.
The system is being developed in collaboration with Huawei Technologies.
Providing data on fibre cut incidents in an email correspondence, the CTO said MTN recorded over 9,000 cable cuts in 2024.
He said 4,700 cables were destroyed as at the end of June 2025 alone, bringing the total to about 13,700 incidents in 18 months.
A breakdown of the incidents by zone showed that about 2,500 cuts occurred in northern Nigeria, 2,800 in south-west, while 3,500 were recorded in the south-east and south-south regions combined.
“If we look at the cuts per region, the Southeastern and South South states have more cuts and this is where we have the most hotspots for Fibre and site vandalism,” Ibrahim said.
“Akwa Ibom, Abia and Rivers stand out in states. While in specific locations Omoku and Egbema stand out for fibre vandalization.”
The MTN official said vandalism and road construction account for 69 percent of total cable cuts across the country.
Ibrahim said the incidents often disrupt services, with an average downtime of 15 hours recorded per month.
“Some regions are higher than others,” he said.
“All services will be down, that means no one will be able to use any services.
“We spent N17.6b in 2024 and budget for 2025 based on PO issued for maintenance and relocation is N26.3b.”
In addition to the expenditure, MTN is said to also conduct route patrol, route monitoring, and construction bypass — which involves the creation an alternative route that allows for the temporary or permanent relocation of essential resources around a construction site.
Ibrahim said the telco also invests in having a diverse route for resilience, relocation of fibre, holding stakeholder engagement, and working with communities for policing.
The technical officer confirmed that there are collaborations in place with state and federal authorities to secure fibre routes.
Telecom
NASENI and BPP Forge Nigeria First Alliance to Champion Local Goods and Services

National Agency for Science and Engineering Infrastructure (NASENI) and the Bureau of Public Procurement (BPP) on Monday, 28th July 2025, signed a Memorandum of Understanding (MoU) on the implementation of “Nigeria First” Policy on Procurement, projects and other related matters.
The Nigeria First Policy is an initiative of the Federal Government, aimed at promoting Nigerian-made goods, services and utilization of Local content, infrastructures and other value chain.
As part of the Renewed Hope Agenda initiative of the Government, the policy seeks to encourage local production and consumption of Nigerian goods or services, also to support Nigerian business and entrepreneurs, foster economic growth and development, reduce dependency on imported goods and to promote Nigerian culture and identity. Also, by prioritizing local content, the policy aimed to create jobs, stimulate economic activity, and increase Nigeria’s global competitiveness.
Speaking at the MoU signing ceremony which took place at the Headquarters of Bureau of Public Procurement (BPP) office in Abuja, the Executive Vice Chairman/Chief Executive of NASENI, Mr. Khalil Suleiman Halilu, said, with the signing of MoU and implementation of the Nigeria First Policy, 80% of challenges faced while trying to convince investors and foreign partners would have been solved, as Nigeria will cease to be dumping ground for foreign goods, while focusing on promotion of Nigerian products, goods and services.
Halilu said that with support now coming from BPP, the over 50 market ready NASENI products will be off the shelves and gain patronage of Nigerians, adding that NASENI has gained for the country over 2 billion dollars from its recent partnership activities with China alone.
“One thing that is clear when I took over the leadership of NASENI was the determination to move the Agency from just producing prototypes to commercialization of its technologies and products, this was complemented by the turn around which we did in rebranding the Agency.
“We have 50 market-ready Nigeria branded products. NASENI is building the biggest renewable energy park in Nasarawa and has entered into partnership with Abuja Technology Village to boost Technology Transfer and innovation, enhance local manufacturing capacity, transform NASENI’s research-focused installation into full production facilities, promote national brands and local production”, he further explained.
Buttressing the partnership between NASENI and BPP, he said that it is expected that the policy would have transformative impacts on Nigeria’s economy and human capital development, aligning with national goals for industrialization, youth employment, and economic diversification. “This also shows that our efforts are not in vain:”
Earlier in his speech, the Director-General of Bureau of Public Procurement (BPP) Dr. Adebowale Adedokun said that the MoU between BPP and NASENI offers a structured bridge between production and procurement and how to take locally made solutions off the shelves and to place them at the center of public service delivery, which aimed at aligning Government policies with national priorities as well as giving practical force to the Nigeria First Policy.
According to him, “NASENI’s innovations, from tractors to tablets, from surveillance drones to solar backup systems, will now be actively prioritized in the procurement plans by Ministries, Departments, and Agencies. We are institutionalizing a framework that makes local options not just preferable, but the default option before all others.
Specifically, he said further that with the signing of the MoU, the “BPP will now integrate NASENI’s Product catalogue into the Nigeria Open Contracting Portal, NOCOPO, and therefore encouraging other MDAs to follow suit”
He noted that the “Nigeria First Policy is not an act of protectionism, but an act of patriotism grounded in performance, and it is targeted at fastracking Nigeria’s industrial revolution”. He remarked that “NASENI has invested in quality assurance. Its products are certified by national institutions such as SON and NAFDAC. This means NASENI’s offerings will now be visible, verifiable, and measurable across all MDAs. First, we are integrating NASENI’s catalogue into the Nigeria Open Contracting Portal, NOCOPO. Between January and June this year alone, NOCOPO’s enhanced price intelligence has helped Nigeria save over 173 billion naira, 155 million dollars, and 1.7 million euros.”
While calling on all MDAs to follow NASEN’s footprint in promoting Made in Nigeria products, he said that the BPP’s revised threshold is now five billion naira for goods and ten billion for works, meaning that MDAs can act faster, while they continue to strengthen post-review and audit mechanisms.
He emphasized that the role of BPP is to ensure that these standards are rewarded with access, and that MDAs no longer look outside when the best is being made inside. “For the avoidance of doubt, let me say here that we will be backing this commitment with reform actions”.
Telecom
Treepz Launches in Canada, Secures University of Toronto-Supported Program as First Corporate Travel Client

Treepz, Africa’s fast-growing corporate mobility technology company, has expanded its operations into Canada, marking a significant milestone in its global strategy. The announcement was made at Brampton City Hall, Ontario, with full support from the Mayor of Brampton, Patrick Brown.
The event, which featured key stakeholders and dignitaries, included the official announcement of Treepz’s partnership with the African Impact Initiative, a University of Toronto-sponsored program. Under the agreement, Treepz will provide comprehensive travel logistics—including flights, accommodation, experiences, and ground transportation—for program participants visiting four African countries: South Africa, Kenya, Ghana, and Rwanda.
Speaking at the launch, Mayor Brown described the expansion as “a proud moment for Brampton,” lauding Treepz’s founders for creating a brand that has served over six million customers since its inception in Nigeria in 2019. He added that Treepz’s ability to manage mobility in Lagos, one of Africa’s busiest cities, is a testament to the strength of its operational capacity.
Onyeka Akumah, Treepz Founder and CEO, expressed gratitude to city officials and program partners, noting that the move solidifies Treepz’s role as a globally recognized African brand.
“This launch is a strong statement of intent, not just for Treepz, but for all African startups. We are proud to be serving clients in both Africa and North America,” he said.
Treepz’s entry into Canada was supported by several Canadian organisations, including the World Trade Center’s TAP program, the Black Entrepreneurship Alliance, and the BHive Program.
It follows Treepz’s participation in the Techstars Toronto Accelerator in 2021, which played a pivotal role in its expansion roadmap.
The launch signals a new era for Treepz’s operations and marks a historic moment for African-led innovation in the global travel technology space.
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