YouTube has just rolled out a new six-second ad format aimed at mobile devices – Bumper Ads.
Atlantic Records and Audi testing Bumper Ads
According to research, half of 18-49 year-olds use their mobile devices to watch video, because they offer ease of control, personalisation as well as convenience.
The new format is being sold through AdWords auctions on a CPM basis. Bumper Ads appear in-stream, but cannot be skipped by viewers and hence are better good for driving reach and frequency on mobile.
Bumper Ads are a more “snackable” video format. YouTube says the format works best when combined with TrueView and Google Preferred campaign.
According to the AdWords blog post, Bumper Ads drove “strong lift in upper funnel metrics like recall, awareness and consideration [during early testing]. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign.”
Atlantic Records was among the early testers to launch the second album of producers Rudimental.
Fiona Byers, Senior Marketing Manager of Atlantic Records/Warner Music Group says:
“TrueView and Bumpers were a really important part of the recent Rudimental campaign to tell the story of the band’s second album. Through cost-efficient bumpers we could really showcase the plethora of legendary guests featured on the record. They each gave a short sharp insight into a featured artist and individual track on the album, with TrueView providing the fuller story around the album and the band. When used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own.”
The format is also great for serialised content. For example, Audi Germany cut up longer TrueView ads to introduce its Q-series SUVs using German words with “q” such as “querpass” and “quantensprung”.
“We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them. You can use Bumpers beginning in May by talking to your Google sales representative, and stay tuned as we continue to roll out new ad formats that are uniquely adapted to the way people watch video now, and in the future.”