Demand Gen creative preferences let eligible advertisers choose which videos serve in particular YouTube formats such as in-stream, in-feed, and Shorts. If only one video is available, it can serve across all formats. Precise control therefore starts with sufficient aspect-ratio coverage and a published-state check.

VISUAL LESSON

What you will learn

  1. 01Map videos to supported Demand Gen surfaces.
  2. 02Create format coverage and fallback rules.
  3. 03Publish and verify assignments safely.
One campaign distributes horizontal, square, and vertical videos into three distinct viewing surfaces
Creative preferences work best when each surface has an intentional asset rather than a forced crop.

ILLUSTRATIVE WORKED EXAMPLE

Audit an illustrative video asset set

Approved videosIllustrative library
9
Horizontal optionsIn-stream and in-feed candidates
4
Vertical optionsShorts candidates
3
Square optionsFlexible candidates
2
Illustrative example—not a benchmark. Replace every sample value with your own campaign, market, and measurement data.

PRACTICAL INTERFACE MAP

Assign videos without leaving a surface uncovered

Library01Label every approved video

Record aspect ratio, duration, opening hook, captions, audio, landing promise, rights, and approval status.

Ad02Set creative preferences

Within the supported Demand Gen video-ad flow, assign videos to in-stream, in-feed, and Shorts while preserving eligible fallbacks.

Verify03Reopen the published ad

Preview each format and confirm assignments after any Google Ads Editor, API, copy, or bulk-edit workflow.

Conceptual walkthrough. Labels, controls, and availability can vary by account, region, plan, and interface version; verify the current screen before acting.

STEP-BY-STEP LESSON

Asset inventory → format coverage → surface assignment → published verification

InventoryRatio, duration, rights
AssignStream, feed, Shorts
VerifyPreview and reopen

THE LEAD ATLAS METHOD

Lead Atlas Data can research business contacts for a Demand Gen campaign's intended categories, markets, and locations while creative preferences govern how the campaign appears across inventory.See how custom list research works ↗
01

Define the surfaces and job

List the selected YouTube surfaces, audience, offer, landing page, conversion event, brand requirements, and the job each format performs. A vertical Shorts hook may need different pacing from a horizontal in-stream explanation.

Creative preferences guide video-format assignment; they do not create a complete media strategy. Keep Gmail, Discover, image, feed, and other eligible asset requirements documented in the broader Demand Gen build.

02

Build a usable video inventory

For every approved video, record aspect ratio, pixel dimensions, duration, first-frame meaning, audio dependency, captions, text safe zones, CTA, rights, language, landing promise, and approval owner. Retire obsolete or duplicate versions.

Create intentional horizontal, vertical, and square versions rather than relying on one crop for every environment. Each version should preserve the same offer and disclosure while adapting framing and pacing.

03

Assign creative preferences

Open the supported video ad and map the best-fit videos to in-stream, in-feed, and Shorts. Keep at least one eligible path for every selected format and understand that a single video may otherwise be used broadly.

Do not force a preference when the asset performs poorly in that shape. If the account does not show the documented control, record eligibility and interface state and use the safest supported configuration.

04

Preview and test the destination

Inspect every assigned format for crop, overlay, caption legibility, opening hook, sound-off meaning, CTA, destination match, mobile speed, form behavior, privacy notice, and conversion event. Confirm licenses permit paid distribution.

Use labeled test traffic or the available diagnostics where appropriate. Separate an asset problem from an audience, bid, policy, landing-page, tracking, or inventory problem.

05

Verify after every edit path

Reopen the published ad and confirm the preferences. Google's documentation warns that editing through Google Ads Editor or the API can remove preferences, so include a re-verification step after bulk or automated changes.

Deliverable: surface brief, asset inventory, format coverage matrix, preference map, preview captures, accessibility and rights review, destination and event QA, published-state verification, edit-path warning, owner, and next creative review.

THE TAKEAWAY

Create real format coverage before assigning preferences, preserve a valid asset for every surface, and re-check assignments after edits made through tools that may not retain them.

OFFICIAL REFERENCES

Check the platform’s current instructions.

Platform labels, eligibility, and workflows can change. These official help pages were used to validate this lesson.