摘要
Google 正在升级 Demand Gen 广告产品，以帮助广告主在 YouTube 上更高效地获取新客户。根据 Measured 的数据，YouTube 上 72% 的增量转化来自新客户，这意味着 YouTube 是拉新的关键渠道。
新功能之一是视频增强：Demand Gen 将支持更广泛的宽高比转换，包括竖屏转方形、竖屏转横屏和方形转横屏。这使广告主能轻松将创意适配不同屏幕，从而提升广告效果和转化率。
此外，Gemini 将提供创意洞察：当选择图片和视频素材时，AI 会自动给出优化建议，帮助广告主针对 YouTube 提升创意质量。这减少了人工测试的需求，让投放更智能。
最后，Web to App 获取测量上线：广告主现在可以清晰地看到 Demand Gen 广告系列如何通过应用安装带来新用户。这一归因能力提供了性能全景，确保广告主能捕捉到投资的全部价值。
分析师点评
作为长期跑 UA 的从业者，我非常关注 Demand Gen 的这一波更新。72% 的增量转化来自新客户这个数据很关键，说明 YouTube 在拉新上确实有不可替代的价值。但以前视频素材适配麻烦，Web to App 归因也不清晰，导致很多预算没花透。现在宽高比一键转换，加上 Gemini 自动优化创意，能省下不少设计师和优化师的时间。
Web to App 测量是另一个重要升级。过去在 DM 上跑 App 买量，归因链路长、数据回传慢，尤其 SKAN 时代更头疼。现在能直接看到 Demand Gen 对应用安装的贡献，给 MMP 和内部归因一个更完整视图，方便计算 LTV 和 ROAS。对比 Meta 和 TikTok，YouTube 在增量归因上一直更弱，这次算补齐短板了。
实操上，建议 UA 团队尽快测试新视频尺寸，尤其是竖屏转横屏，可以试试直播素材、用户评测等原生内容。同时给创意团队提需求时，基于 Gemini 的建议迭代素材。Web to App 数据建议对接 BI 系统，结合 AppLovin 或 Unity 的渠道数据做全链路分析，评估真实增量。总体而言，这些更新能帮我们更好地做增量提效，值得投入资源跑通。
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