YouTube has announced it will begin selling the six-second “Bumper” spots to advertisers next month.
The ads will be sold exclusively through AdWords auctions on a CPM basis. Set to be introduced at the beginning of May, viewers will be unable to skip the ads, which have been described as suitable for videos frequently watched on mobile devices.
Speaking about the ads, Google’s Product Manager Zach Lupei explained that the new ads “work best when combined with a TrueView or Google preferred campaign”, with early tests showing a “strong lift in upper funnel metrics like recall, awareness, and consideration”. The ads are set to be the first of many new advertising opportunities to appear on YouTube, with Google hoping to introduce new formats to coincide with the changing habits of those who regularly watch videos on the site.
YouTube first tested the new ads with Atlantic Records, who utilised them to help promote Rudimental’s new album. Speaking about the campaign, the label’s Senior Marketing Manager Fiona Byers explained that the Bumper ads, when used with TrueView, worked “more effectively” than if they had been used on their own.
Zach concluded with Google’s goals for the new ads, stating the company is excited to see the types of ads that will arise: “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.”
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Google recently reported that YouTube ads are more effective than those on traditional TV. Alternatively, you could read about the site’s new Music Foundry project.