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。
猜你喜欢
AppsFlyerCustomer Lifetime Value (LTV): What It Is and How to Measure It
Customer lifetime value (LTV) is a critical long-term metric for app success, but most marketers measure it per-device, understating true value by 2-5x. Cross-platform LTV stitches together web, app, CTV, and more, attributing all revenue back to the original acquisition campaign. Key drivers include retention (5% increase boosts profits up to 95%), purchase frequency, average order value, and acquisition quality. To improve LTV, focus on retention, cross-platform adoption, and optimizing acquisition by predicted LTV rather than CPI.
AppsFlyerCross-platform measurement: the complete guide for 2026
Cross-platform measurement resolves the common problem of fragmented, device-level reporting that inflates ROAS and misallocates budgets. By unifying customer identity across web, mobile, CTV, and other surfaces, marketers gain a single view of LTV and attribution. AppsFlyer provides this via CUID stitching and Product Line grouping, enabling real-time, deduplicated insights without manual BI work. Key benefits include accurate cross-platform ROAS, elimination of duplicate attribution, and reliable data for AI-driven optimization.
AppsFlyerWhere European Finance Apps Win or Lose Users
European finance app installs hit 960M in 2025 but grew only 0.4%. BNPL apps grew 40% while crypto fell 35%, signaling a shift to utility. Neobanks win acquisition; traditional banks win retention (1.5-2x Day 30 rates). Web-to-app drives 41.8% of conversions but most brands can't measure the handoff. Nearly 1 in 2 investment app installs in Western Europe is fraudulent, distorting CPI and ROAS. Winning brands prioritize engagement, fraud detection, and cross-platform measurement.
TikTokIntroducing Symphony Agent | TikTok For Business Blog
TikTok's Symphony Agent is an AI-powered creative engine that helps advertisers produce trend-driven ads at scale. It powers Symphony Creative Studio for video generation from prompts, Content Suite for AI search of relevant creator videos, and TikTok One for streamlined creator matching and outreach. Key benefits include leveraging platform signals to generate authentic content, reducing manual effort, and enabling fast A/B testing. A limited offer provides ad credits for new SMB advertisers spending $100-$1500.
AppsFlyerMarketing attribution: what it is and how to measure it
Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias distort budget decisions. Single-touch models (first/last-click) are simple but miss the full journey; multi-touch models (position-based, data-driven) are more accurate but require robust data. Mobile attribution is particularly challenging due to ATT, SKAdNetwork, and cross-platform gaps, necessitating a mobile measurement partner (MMP) for independent, deduplicated measurement. Clean attribution data is essential for AI-driven optimization—bad signals lead to bad decisions. Starting with position-based attribution and incrementality testing provides a practical foundation.
AdjustHow mobile app marketers should approach CTV | Adjust
CTV has become performance-ready for app marketers. Recent acquisitions (Fox/Roku, Walmart/Vibe) signal a shift to self-serve, measurable channels. Marketers can reuse existing UA creative instead of producing TV ads. QR codes drive direct response, but halo effects often matter more. Start with small, additive test budgets and measure assists/incrementality to understand true impact. CTV offers a way to find incremental users and diversify beyond paid social.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
This TikTok For Business page showcases a limited-time promotional offer for new advertisers: spend $100-$1500 to receive matching ad credits and expert support, alongside a collection of research articles and case studies. Key insights for ad ops decision-makers include the effectiveness of TikTok's GMV Max tool (yielding +15% average revenue gains on TikTok Shop UK), full-funnel automation's role in driving growth, and creative strategies for retail/CPG and small businesses. The content emphasizes data-backed ROI, platform-specific solutions, and actionable best practices to help advertisers optimize campaigns and capitalize on TikTok's proven business impact.
AdjustFIFA World Cup 2026 mobile app trends for marketers | Adjust
Analysis of 2022 World Cup mobile data reveals that the tournament's largest engagement window occurs early, with sports entertainment installs spiking 189% and sports news 204% on November 22. Engagement revolves around national team matches, with significant spikes from non-participating markets like China (+1,294% sports entertainment installs). For 2026, brands must adapt in real-time to shifting attention across matches and regions. Adjust's AI-powered attribution and analytics provide the visibility needed to capitalize on these global events.
更多来自 Google
Make AI Max work for your business with new testing and planning tools.
AI Max 新增多广告系列 A/B 测试功能，支持在启用品牌或位置控制的情况下测试不同预算和 ROAS 目标，并计划于 9 月上线。Performance Planner 现已支持一键应用竞价或预算调整建议，帮助广告主预测并优化现有广告系...
What 3 creatives built with unlimited access to Google Flow
Google Flow联合Johannes Leonardo发起Small Brief项目，邀请三位知名创意人利用AI工具为本地企业创作广告活动，彰显生成式AI在品牌叙事中的赋能价值。项目覆盖农场、轮渡和公益组织三大案例，分别通过双关语、历...
Evolve your marketing with new AI tools
Google在Google Ads和Google Analytics中推出新的AI智能体功能，旨在帮助营销人员更快发现关键洞察并优化决策。新功能包括首页AI概览、自定义洞察提示框、可视化仪表盘及基于匿名数据的基准比较，使营销人员能及时应对表...
Prepare for the holiday season with July’s Demand Gen Drop.
假日购物季中，消费者在YouTube上寻求真实视频体验，94%的用户观看相关视频后采取进一步购买行动。通过Demand Gen广告新增的Checkout Links（现覆盖9个新市场）可直接引导用户至优化结算页，平均提升转化率6%。升级的t...
Optimize your reach and frequency across campaigns with video campaign groups.
Google Ads 在全球推出视频广告活动组的 YouTube 触达和频次优化功能，允许广告主跨多个视频广告活动协调触达与频次，简化管理流程并提升投放效果。据 Google Meridian MMM 研究，最佳频次为每周 2.7 次，可带...
Expanding AI transparency in ads
谷歌在广告产品中新增AI透明度标识，通过My Ad Center面板显示广告是否由AI生成，同时为广告主提供自动化披露工具和手动标示控件。此举旨在帮助用户理解广告来源，并引导广告主适应行业标准。该功能基于已有的SynthID水印和选举广告合...