YouTube: New Six-second Unskippable Bumper Ads To Debut Next Month
Google is set to bring unskippable ads to YouTube videos, in the form of a new six-second video format, called “bumper ads.” Being only one second longer than it takes for the current “skip now” button to appear on various YouTube pre-video adverts, the initiative is unlikely to provoke a backlash from users of the platform.
Further, the new ad format is specifically suited for viewers on mobile devices, Google said in a post on its AdWords Blog on Monday.
“[T]oday we’re announcing Bumper ads – a new six-second video format, sold through the AdWords auction on a CPM basis,” the blog post reads. “Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.”
Also, worth mentioning that these bumper ads won’t be introduced as a replacement for longer commercials altogether, rather would be used to complement the latter. Below is a sample of a bumper ad:
“Given the succinct nature of the format, we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign,” the post adds. “In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign.”
Google says they “like to think of Bumper ads as little haikus of video ads,” that could prove to be a more effective way of selling idea as art. Advertisers will be able to start using new six-second video format in May.