Actively build brand interest and conversion
Demand Gen: create demand before your audience searches
What is Demand Gen?
Demand Gen (demand creation) is about actively sparking interest in your audience. Instead of waiting for someone to search, you make your brand visible to people who may be in the market based on behavior and interest. Think of showing videos, visuals, or ads at moments when someone is seeking inspiration or orienting themselves.
With Demand Gen, your strategy shifts from reactive to proactive. You focus not only on conversion but also on brand awareness and consideration. This makes it a perfect complement to search, SEO, and retargeting.
Demand Gen tackles the start of the funnel and builds brand preference
Why choose Demand Gen?
Why choose Demand Gen?
Demand Gen tackles the start of the funnel and builds brand preference before search behavior occurs, keeping you ahead of the competition.
With Demand Gen, you create demand before search behavior, reach via Google, YouTube, Discover, and Gmail, smart targeting based on intent and behavior signals, suitable for branding and performance, measurable contribution via FolloEngine, and the ideal complement to your SEA, display, and video strategy.
From visibility to conversion with a data-driven full-funnel strategy
Full-funnel strategy with Demand Gen
At Follo, we believe in an integrated approach. Demand Gen is a valuable building block in this. We use it to activate the upper and mid funnel and link it directly to lower funnel channels like search and retargeting. This is how we build a funnel with Demand Gen:
- Upper funnel: visibility via YouTube, Discovery, and display formats
- Mid funnel: retargeting based on interaction with Demand Gen creatives
- Lower funnel: conversion steering via SEA, shopping, and social
Via FolloEngine, we link these interactions in real-time to your broader performance data, so you know exactly what works and why.
From data analysis to conversion: a tailored approach for maximum impact
Our approach to Demand Gen
Analysis of intentions, search behavior, and content consumption
We research the needs and behavior of your audience to identify effective triggers.
Creation of visual and video-based custom ads
We develop custom-made ads that are visually appealing and effectively engage the audience.
Smart targeting via AI and machine learning
With AI and machine learning, we ensure the right message at the right time.
Programmatic buying via Google & DSPs
We efficiently purchase ads via Google and Demand Side Platforms for maximum coverage and relevance.
Integration with search, shopping, and retargeting
Demand Gen is seamlessly linked to your SEA, shopping, and retargeting channels for a complete strategy.
Continuous optimization via FolloEngine dashboards
Via real-time dashboards in FolloEngine, we continuously optimize campaigns for the best result.
Maximum impact with the right mix of platforms and formats
Platforms and formats within Demand Gen
Follo uses all available channels and formats to achieve maximum impact. We combine video, visual, and text in a smart mix tailored to platform, moment, and audience.
Available formats:
- YouTube: skippable, bumper, and sequencing formats
- Google Discover: native ads integrated into the feed
- Gmail Sponsored Ads: relevant ads in the inbox
- Programmatic display & video: via premium networks and placements
- Social video: via YouTube Shorts, Instagram Reels, and TikTok (depending on strategy)
By smartly combining these channels, you are present at every moment where your audience is orienting themselves.
Who is Demand Gen suitable for?
Demand Gen is suitable for a wide range of sectors, from B2C to B2B and from e-commerce to lead generation. It is the ideal strategy for brands that want to build brand preference as well as achieve performance. Whether you are introducing a new product, want to expand your brand into new markets or audiences, or want to drive seasonal campaigns with early influence, Demand Gen offers the flexibility and power to achieve these goals. It is also a powerful tool for lead nurturing in B2B environments and helps brands build in competitive markets.
With data-driven insights to campaigns that deliver real results.
Demand Gen & data: powered by FolloEngine
At Follo, we measure not only views or clicks but also the real contribution to your marketing goals. With FolloEngine, we combine Demand Gen data with search, SEO, social, and CRM to gain insights into behavior, intent, and result. What you gain insight into:
- Search uplift after Demand Gen exposure
- Funnel shift and impact per channel
- Creative performance based on CTR and engagement
- A/B tests on formats, headlines, and audiences
This way, we build campaigns that are not only visible but also sustainably contribute to growth.
