![]() YouTube, however, quipped that Bumper ads could work better if combined with other YouTube ads running simultaneously.īumper ads may invariably mean more metrics such as completion rates with view-length coming from video platforms to measure the effectiveness.Įarly tests on Bumpers resulted a strong lift in upper funnel metrics like recall, awareness and consideration. While, brands are already heaping praises on Bumper ads, as working well for serialized ads - short bursts of videos.Ī recent research shows mobile retention of users' is much lower, and getting a message across in fewer seconds is often more powerful than trying to build a load of context, even as half of 18-49 year old turn to mobile device first to watch video. The new six-second video format is sold through the Google AdWords auction on a CPM basis, which according to Google, is ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well. ![]() YouTube has announced a 6-second ad unit the user can't skip, termed "Bumper ads", and specifically designed for mobile.
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