As digital advertising evolves, Google has expanded Demand Gen to include image inventory across the Google Display Network (GDN). This change enhances campaign flexibility and reach, helping hoteliers connect with travelers across more digital touchpoints. Here’s what’s changing and how you can take action.

What’s Changing Starting March 2025

  1. New Channel Controls: Hoteliers can now manage where their ads appear across YouTube, Discover, Gmail, and the Google Display Network at the ad group level instead of the campaign level.
  2. Renaming of Google Video Partners: The “Google Video Partners” setting within Demand Gen has been rebranded as Google Display Network to reflect its expanded inventory.
  3. Opt-in Migration: Any Demand Gen campaign previously opted into Google Video Partners has automatically transitioned to a Google Display Network opt-in at the ad group level.

What’s Changing Starting April 2025

Demand Gen campaigns opted-in to the Google Display Network with image assets will automatically begin serving on the Google Display Network.
  1. Expanded Inventory for Image Ads: Demand Gen campaigns that include image assets and are opted into Google Display Network will start serving image ads across 3 million+ sites and apps worldwide.
  2. Continued Video Ad Placement: Demand Gen campaigns with video assets opted into Google Display Network will continue serving video ads across relevant placements.
  3. Improved Reporting: Advertisers can now view performance data for both image and video ads within the Google Display Network, enabling better campaign insights.
view performance for your video ads that serve on the Google Display Network

What Does This Mean for Hoteliers?

For hotels leveraging Demand Gen campaigns, this expansion means:

  1. Broader Reach: Display ads now reach over 90% of internet users across millions of websites and apps, increasing brand visibility.
  2. More Flexibility: You can now choose ad placements at the ad group level, tailoring campaigns for different travel audiences.
  3. Higher Conversions: Google data shows a +16% lift in conversions when advertisers add Display Network inventory to Demand Gen campaigns.

What Hoteliers Need to Do

  1. No action is needed if your Demand Gen campaign includes image ads and you want them to serve on the Google Display Network.

    Your ads will automatically begin serving on the expanded Display Network inventory.

  2. Prevent both image and video ads from serving on the Google Display Network (at any time)

    • Go to the Ad Group level in your Demand Gen campaign.
    • Navigate to the “Channels” panel in ad group settings.
    • Uncheck “Google Display Network” to opt out of all Display Network placements.

  3. Prevent image ads from serving on the Google Display Network using channel controls (starting March 2025)

    If you want to run video ads on the Google Display Network but not image ads:

    • Separate your image and video ads into different ad groups within the same Demand Gen campaign.
    • In the video ads ad group, keep “Google Display Network” checked.
    • In the image ads ad group, uncheck “Google Display Network” in the “Channels” panel.

Final Thoughts

For hoteliers, this update offers more control over where and how your ads appear while expanding your reach to potential guests. Whether you want to leverage these new placements or refine your targeting, now is the time to optimize your campaigns for maximum impact.

Need help optimizing your hotel’s digital ad strategy? Let’s connect.

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