Google’s January Demand Gen Drop makes video ads more shoppable and measurable across YouTube and Google.
With multiple features now moving from preview into availability, Demand Gen is evolving into a more powerful engine for customer acquisition, commerce, and brand impact. These launches (first announced at Google Marketing Live 2025) are designed to help advertisers reach new customers where attention is already high, such as streaming content, immersive video, and inspiration-led browsing moments.
From Shoppable Connected TV to new attribution capabilities and travel-specific feeds, Demand Gen is no longer just about reach. It’s about results.
Here’s everything you need to know.
Demand Gen Drop in January: What’s New?
Google is rolling out more Demand Gen features that strengthen its position as a full-funnel performance channel and blend discovery, video, and commerce across YouTube and other Google surfaces.
Here are the latest features from the January drop:
Shoppable CTV
Browse and purchase products directly from YouTube ads on the big screen.
Attributed Branded Searches
Measure the branded search demand your campaigns drive across Google and YouTube.
Travel Feeds
Build dynamic video ads with real-time hotel pricing, ratings, and availability by connecting your Hotel Center feed.
Here’s what these updates have in store for advertisers.
Shoppable CTV
One of the most impactful launches in this update is Shoppable Connected TV (CTV), now powered by Demand Gen.
What it unlocks
Shoppable CTV allows viewers to:
- Browse products directly from YouTube ads on TV screens
- Interact with product listings using their remote or mobile device
- Seamlessly move from viewing to purchasing without disrupting the experience
This bridges a long-standing gap between high-impact TV advertising and direct response outcomes.
Why it matters
CTV has traditionally been viewed as a branding channel.
Demand Gen changes that narrative:
- Campaigns that include TV screens drive an average of 7% additional conversions at the same ROI
- Advertisers can now justify CTV investment with measurable performance metrics
- The living room transforms from a passive viewing environment to a high-intent commerce environment
For retail and DTC brands especially, Shoppable CTV represents a major shift in how upper-funnel video can directly contribute to revenue.
Attributed Branded Searches
Performance marketing has long struggled to capture the value of awareness and consideration campaigns. With Attributed Branded Searches, Demand Gen takes a meaningful step toward closing that gap.
What this feature does
Attributed Branded Searches show:
- The volume of branded searches driven by your Demand Gen campaigns
- Search activity across both Google and YouTube
- Incremental demand generated beyond last-click conversions
This helps advertisers understand how Demand Gen influences brand interest, even when users convert later through other channels.
Strategic impact
With this capability, marketers can:
- Quantify the halo effect of video and discovery ads
- Better justify the upper-funnel investment to stakeholders
- Optimise campaigns based on true demand creation, not just conversions
Activation is available through your Google representative, making it a high-value addition for brands focused on long-term growth.
Travel Feeds
For travel advertisers, January’s Demand Gen Drop introduces Travel Feeds, designed to shorten the path from browsing to booking.
How it works
By connecting your Hotel Center feed, Demand Gen can automatically generate dynamic video ads that include:
- Real-time pricing
- Hotel ratings and reviews
- Availability information
These elements are woven directly into engaging video creatives, allowing travelers to move from inspiration to decision with fewer steps.
Why is it powerful?
Travel decisions are emotional, visual, and often impulsive.
Travel Feeds help advertisers:
- Capture demand at the moment of inspiration
- Reduce friction between discovery and booking
- Deliver relevant, up-to-date information without manual creative updates
For hotels and travel brands competing in crowded markets, this feature adds both speed and relevance.
Why Should You Care: By The Numbers
Demand Gen continues to deliver strong results for advertisers across industries. A notable example is LG Electronics, which leveraged Demand Gen to drive measurable performance gains:
- 24% higher conversion rate compared to paid social campaigns
- 91% lower CPA while reaching high-value customers
These results highlight Demand Gen’s ability to outperform traditional social platforms by combining Google’s intent signals with immersive, discovery-led formats.
What The Demand Gen Drop Means for Marketers
These updates point to a clear direction for digital advertising:
- Discovery and performance are no longer separate strategies
- Video and CTV can be both inspirational and transactional
- Measurement is expanding beyond last-click to capture true influence
Demand Gen is positioning itself as a full-funnel solution. It not only reaches new audiences but also proves its impact on business outcomes.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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