Google rolled out an update to its Demand Gen ad platform that lifts conversions or their value by 30% on average. The company added three tools for YouTube and connected inventory.
First is direct messenger integration. Viewers can now start a conversation with a brand from Demand Gen ads on YouTube without leaving the platform. Google is testing the format to shorten the path from interest to purchase.
Second is personalisation for travel. Hotel ads now surface properties relevant to a specific audience, with blocks showing local activities, events and offers in real time. That makes Demand Gen sharper for travel operators and OTAs.
Third is Multimodal Video Creation in Asset Studio. It left beta and is now open to all advertisers, who can build horizontal and vertical creative in one workflow — from storyboard to finished assets across Demand Gen inventory.
The update shipped in the second half of 2025 and included hundreds of improvements. Google announced Rethink Week 2026 and recommends The YouTube Performance Four methodology for campaign setup.
