Google has opened up beta testing for its Demand Gen campaign type, which is set to replace the company’s Discovery ads.

First announced at the company’s Marketing Live event, Demand Gen campaigns feature most of the same features as Discovery ads. The image and product feed ads run on YouTube’s home page, search and suggested videos, as well as in Gmail and the company’s Discover mobile platform. Advertisers bid based on conversion and conversion value, with optimized targeting based on Google audiences.

But the Demand Gen campaign adds video formats, so both image and video ads can be managed in a single place, with the ability to preview ads and test different creative options. It also adds YouTube In-stream and Shorts as placement options. Bidding based on maximizing clicks has also been added as an option, along with lookalike segments on the targeting front. In addition, brand lift and search lift have been added to the measurement options, joining the standard Google Ads, conversion and attribution reporting.

Google has said that Demand Gen campaigns were specifically developed to drive conversions and other actions in entertainment-focused environments, such as YouTube, as well as meeting audiences when they are exploring their interests on Discover and Gmail.

Advertisers with existing Discovery campaigns are eligible to sign up to participate in the beta. Beginning in October, all Discovery campaigns will be eligible to be “upgraded” to Demand Gen, with some of the conversions being done automatically. A full migration from Discovery to Demand Gen is expected to be completed by early next year.