YouTube to offer unskippable, 6 second 'Bumper ads' to reflect the success of shortform video

YouTube has introduced a new six-second ad format on the basis that “snackable videos” of such a duration perform well on the site.

Google announced the changes on its AdWords blog claiming that the Bumper ads are best suited to serialised content. Sitting at the same length as a Vine, they will offer an alternative to the 30-second skippable slots that pre-roll much of the site’s content.

Zach Lupei, product manager, video ads at YouTube said: “We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them.

“Given the succinct nature of the format, we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign.

“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.”

The new format will launch in May. Audi Germany and Atlantic Records tested it earlier this year. Their attempt can be seen below.

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