Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
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
The Great Resignation is over — unless you’re a retail CEO
More than 1,500 chief executives have left their posts so far this year through August, up 4% from last year.
Pitch Deck: How Amazon plans to turn Q3’s $17 billion ad haul into Q4’s next big DSP push
It’s no secret the company wants advertisers to see its demand-side platform as the backbone for buying across the open web.
WPP’s Open Pro AI suite already faces competition from Google and Canva
The holdco hopes its new product can open up SaaS revenue. But tech companies are on its tail.