Zach Lupei, gerente de Producto de Anuncios en Video de Google
Youtube came up with a new video ad format designed specifically to promote brands in mobile devices with quick six-second snippets of content. The novelty product, called Bumper Ad, was released on April 26. These short video ads cant be skipped, unlike TrueView which lets advertisers create an ad of any length. Youtube is forcing marketers to build campaigns with mobile in mind, since smartphone users have shorter attention spans. YouTube describes the new ad format as “little haikus of video ads” and will start rolling them out to advertisers this month Google AdWords. Audi Germany has been testing the ad formats offered by Youtube, and recently they chose to run a 45-second TV spot as TrueView ads, with two six-second adaptations. Atlantic Records has also used the new format with a campaign for the English band Rudimentals new album. “Bumper Ads are ideal for driving incremental reach and frequency, especially on mobile, where ‘snackable videos’ perform well” Zach Lupei, Product Manager of Video Ads at Google, said in a blog post. “In early tests, Bumpers drove 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.”
