YouTube has announced that it will be introducing an unskippable, 6-second bumper ads before certain videos, for a growing number of people prefer to watch videos on their smartphone. The bumper ads are largely aimed at mobile users. Unlike TrueView—which allows viewers to skip the ads after 5 seconds and charges advertisers only when viewers finish seeing the whole ads—Bumper caps promos at 6 seconds, which could force marketers to build campaigns with mobile in mind, since smartphone users have shorter attention spans.
The new Bumper ads are sold through the AdWords auction on a CPM basis and will be rolled out this month. According to Google, bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well. In addition, bumpers can drive strong lift in upper funnel metrics like recall, awareness and consideration—complementing TrueView’s strength in driving middle and lower funnel metrics like favorability and purchase intent. Therefore, it is acknowledged that bumpers will be particularly effective if paired with TrueView ads.
My question is:
- Will the new bumper ads bring audience a good user experience and brand a positive and long recall?
- Do you think there is a different preference for different types of ads? For example, which brands are more appropriate for TrueView and which for Bumper?