June 29, 2026 global marketing and branding news. Today’s issues selected by Soulpapa Marketing.
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As Google’s platform evolves, Demand Gen campaigns become the standard for full-funnel strategies integrating brand awareness and performance
Google’s recent platform changes are impacting digital advertising strategies across the board. The traditional single-funnel approach operated by separating brand awareness and performance into distinct campaigns, carrying structural limitations that disrupted the flow from top-funnel awareness to bottom-funnel conversion. Demand Gen campaigns are attracting attention as an approach that overcomes these limitations, emerging as a new standard for full-funnel strategies.
Demand Gen pursues brand awareness and performance objectives simultaneously within a single campaign, connecting the full-funnel flow from top-funnel awareness to bottom-funnel conversion as one. Aligned with Google’s platform changes, integrated campaign management combining awareness and conversion is becoming the standard for digital advertising.
This article is excerpted from June 29, 2026 Brand Marketing Issues/News. Check out the daily marketing news briefing curated by Soulpapa Marketing.
Frequently Asked Questions
How is the Demand Gen campaign different from existing conversion campaigns?
Traditional conversion campaigns focus on capturing consumers who already have purchase intent. In contrast, Demand Gen campaigns leverage visual channels like YouTube and Discover to expose the brand while consumers are still exploring their options, with the goal of creating demand itself.
How should the performance of Demand Gen campaigns be measured?
It is difficult to fully evaluate the effectiveness of top-funnel campaigns using only single metrics like conversion rate or ROAS. You need to track metrics such as brand awareness, consideration, and exploration behavior together, and it is necessary to establish a separate budget allocation strategy that distinguishes between demand creation and demand capture.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/06/29/news-2026-06-29-%ec%88%98%ec%9a%94-%ec%b0%bd%ec%b6%9cdemand-gen-%ec%ba%a0%ed%8e%98%ec%9d%b8%ec%9d%b4-%eb%94%94%ec%a7%80%ed%84%b8-%ea%b4%91%ea%b3%a0-%ec%a0%84%eb%9e%b5%ec%9d%84-%ec%9e%ac%ec%a0%95/
