YouTube launched today a new ad format called Bumper ads that shows quick parts of information specially designed for brands that can fit their contents in six-second videos. These ads will run before the actual video but, unlike YouTube’s TrueView, which is the usual format where a longer ad is played but is able to be skipped after 5 seconds; these ads will not be able to be skipped.
Bumper ads are designed specifically for mobile video, which means that anyone that uses tablets or smartphones is going to be able to see the ads. Smartphone users, according to Adweek, have shorter attention spans. The website also said that media buyers can buy them through Google AdWords.
Zach Lupei, Google Product Manager, compares Bumper ads to a small Japanese poem of 17 syllables since is short enough that people cannot miss it.
The aim of these new ads is for Google to adopt a new strategy to expand and explore new ad formats, as well as reach a younger audience, people who are more focused on the mobile experience, since is similar to Vine’s new six-second videos and Google can provide an almost-seamless advertising into every mobile video experience. This new strategy is hoping that advertisers will use them to get creative in showing you commercials in between videos.
Nonetheless, people can subscribe to YouTube Red and opt out of the ads, but it can be expensive for some people.
Some brands that are already using the new ad format include Audi Germany and Atlantic Records.
The Senior Marketing Manager of Atlantic Records/Warner Music Group, Fiona Byers, says that the only way that campaign can be successful is if companies use Bumper ads and TruView together.
The ads will start to roll out in May, and will look like the one below.