for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Think of them as like “little haikus of video ads.”
That’s how YouTube is spinning its forthcoming, unskippable pre-roll ad format in an announcement today. Called Bumpers, the ad units are six-second spots that appear in shorter videos on mobile devices where people tend to watch more “snackable,” or shorter, videos.
YouTube said in a blog post that Bumpers helped increased brand awareness and recall among its users. Bumpers won’t replace its traditional ad format, TrueView, which are longer ads that can be skipped after five seconds has passed. YouTube added that, perhaps not surprisingly, brands buy both formats since they work better together.
Bumpers will be bumping online sometime in May. Atlantic Records and Audi Germany, as seen below, are testing out the videos:
Atlantic Records decided to create different graphical (and cheap) ads for the release of Rudimental’s new album. Audi edited down a longer TrueView ad into serialized string of Bumper videos to promote its new Q-series SUV in Germany.
Even though YouTube is using a Japanese poem to describe the new format, at the end of the day it’s still a pre-roll ad.
More in Marketing
Aldi hires Instacart to power its U.S. website instead of developing it in-house
Aldi U.S. launched a new website and app powered by Instacart’s white-label e-commerce and fulfillment platform, Storefront Pro.
What OpenAI’s TBPN deal reveals about branded entertainment’s limits
Brands are building in-house entertainment studios on the promise that great content earns the audiences advertising can’t buy.
Digiday+ Research: Retailers take a more complex approach to loyalty
Loyalty programs have changed over the last year: The number of retailers who offer them has increased, and the programs are now more complex.