Aggressive Marketing? Much Ado about YouTube's new 6-second Ads!

YouTube has announced a 6-second ad unit the user can't skip, termed "Bumper ads", and specifically designed for mobile. The new six-second video format is sold through the Google AdWords auction on a CPM basis, which according to Google, is ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.

While, brands are already heaping praises on Bumper ads, as working well for serialized ads — short bursts of videos.

A recent research shows mobile retention of users' is much lower, and getting a message across in fewer seconds is often more powerful than trying to build a load of context, even as half of 18-49 year old turn to mobile device first to watch video.

YouTube, however, quipped that Bumper ads could work better if combined with other YouTube ads running simultaneously.

Bumper ads may invariably mean more metrics such as completion rates with view-length coming from video platforms to measure the effectiveness.

Early tests on Bumpers resulted a strong lift in upper funnel metrics like recall, awareness and consideration. Also, it works well to drive incremental reach and frequency when paired with a TrueView campaign.

Bumpers is expected to launch in May, coupled with the rolling out of new ad formats that are uniquely adapted to the way people watch video now, and in the future.
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