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YouTube is getting ready to introduce unskippable ads

April 26th, 2016 at 10:13 AM
YouTube Unskippable Bumper Ads

Everyone watches videos on their phones. It’s something that video platforms have been trying to contend with for years, and on Tuesday, YouTube revealed a new ad format that is specifically suited for viewers on mobile devices.

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On the company’s AdWords blog on Monday, Project Manager Zach Lupei announced bumper ads — “a new six-second video format […] ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.” Being only six seconds long, they’re also unskippable.

It’s worth noting that these bumper ads wouldn’t replace longer commercials altogether, but rather would be used to complement them. In a recent campaign, Atlantic Records found that it could use short bumpers to highlight guests featured on an upcoming record, and then use a full TrueView ad to provide “the fuller story around the album and the band.” Used in conjunction, the two formats were even more effective than they would have been on their own.

“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,” wrote Lupei. Advertisers will be able to start using bumper ads in May.

Here’s a sample of a bumper ad you might see starting next month:

Jacob started covering video games and technology in college as a hobby, but it quickly became clear to him that this was what he wanted to do for a living. He currently resides in New York writing for BGR. His previously published work can be found on TechHive, VentureBeat and Game Rant.

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