Google-owned YouTube has unveiled plans for “Bumper ads”, six-second ads that can’t be skipped over when viewed on mobile devices such as phones or tablets.
Starting in May, Bumper ads are specifically aimed at the Ys who watch a lot of YouTube clips on mobile devices but skip an ad soon as they’re give an opportunity.
Traditional pre-roll ads can be skipped in as little as a few seconds, but Google hopes its new Bumper ads will force people to pay much more attention to the products on offer.
YouTube already allows advertisers to have unskippable ads, but they’re rare and brands have to pay big bucks for the privilege. These ads can run up to a minute and appear to mostly show for people who are using ad blocking software.
YouTube is pitching this as a complement, rather than a replacement, to its current ad formats. The idea appears to be that an advertiser could run a YouTube campaign centred on a longer TVC, then use Bumper ads to reinforce the message or reach more viewers.
YouTube describes the new ad format as “little haikus of video ads” while media buyers can buy them through Google AdWords.
“Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where ‘snackable videos’ perform well,” Zach Lupei, product manger of video ads at Google, said in a blog post. “In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration—complementing TrueView’s strength in driving middle and lower funnel metrics like favorability and purchase intent.”