YouTube Rolls Out Six-Second Bumper Ads

Can a brand tell its story in six seconds? YouTube and its parent company, Google, believe so.

Can a brand tell its story in six seconds? YouTube and its parent company, Google, believe so.

Google product manager for video ads Zach Lupei announced in a blog post that the company is introducing what it calls Bumper ads—six-second video ads sold via the Google AdWords auction.

Lupei shared examples (embedded below) from early adopters Atlantic Records (in support of the second album from Rudimental and Audi Germany, and he said of the new ad offering:

Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.

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.

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. You can use Bumpers beginning in May by talking to your Google sales representative, and stay tuned as we continue to roll out new ad formats that are uniquely adapted to the way people watch video now, and in the future.

Readers: What do you think of YouTube’s new Bumper ads?

Image courtesy of Shutterstock. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: April 26, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT