YouTube Introduces 6-Second Bumper Ads That Cannot Be Skipped

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.

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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:

  1. Will the new bumper ads bring audience a good user experience and brand a positive and long recall?
  2. 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?

Link: http://adwords.blogspot.com/2016/04/bumper-ads-drive-incremental-reach-and-frequency.html

 

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Facebook Prioritizes Facebook Live Videos in New Feeds

 

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Over the last three months Facebook Live video has become more and more popular and a growing number of people and pages are creating and watching live videos. With this irresistible trend of Live video, Facebook set Live as a new content type which is different from normal videos and announced that it is “making a small update to News Feed so that Facebook Live Videos are more likely to appear higher in News Feed when those videos are actually live, compared to after they are no longer live.” This is because Live is much more interactive, interesting and people spend more than 3* more time watching a Facebook Live video on average compared to a normal video. For marketers, what Facebook did is absolutely good news because it gives the ability to create an intimate, authentic connection with the audience. It humanizes and personalizes the brand. How many people watched a live, how long people watched for, certain actions people take on a video such as making comments and most importantly, the speed at which people engage and interact with content are all factors that will be taken into account for the News Feed ranking.

 

Questions:

  1. What are your thoughts on Facebook Live? How will Facebook prioritizing Live Videos affect both marketers and Facebook users?
  2. How Facebook Live will influence Periscope?

Link:

http://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/