YouTube will be rolling out a new ad format, targeted specifically at mobile devices, called Bumper ads beginning next month. Designed to increase user engagement, Bumper ad is essentially a six-second video advertisement that can’t be skipped.
The company has pointed out that half of 18 – 49 year olds turn to their mobile device first to watch video, even in the living room. These viewing habits of consumers prompted YouTube to adapt – this time by introducing the six-second Bumper ads. The new short ads will help to reach out to more consumers besides complementing the traditional commercials, according to Google.
In fact, Google has already been working with Atlantic Records for the pilot test of this new format; English band Rudimental’s second album was launched with each Bumper showcasing one of the featured guest. Audi Germany on the other hand, released a 45-second TV spot ads and from there cut it down to a six-second format Bumper ads.
One thing to note is that the new Bumper ads will not replace the old format; instead it serves to complement the traditional commercials. Think of them as “little haikus of video ads,” product manager Zach Lupei added in the blog post. The company also mentioned that they will continue rolling out new ad formats to adapt to the way people consume content.