[tips guest=”mikko”]

There’s a new option for those marketing via ads on YouTube, enabling a new six-second, un-skippable format – perfect for mobile consumption. Mikko has the details.

“Bumper ads aka un-skippable pre-roll ads on YouTube are now a thing. The new format, which is being sold AdWords auctions on a CPM basis, will be rolling out to users in May.

With users skipping longer ads, especially on mobile, and when wanting to watch only a short video, Bumper ads offer a great new format to get in front of potential customers, backed by data from Google showing that half of 18-49 year olds now turn to their mobile device first to consume video.

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The ads are designed to drive incremental reach and frequency, especially on mobile where “snackable videos” perform well. meaning they should ideally be placed before short, quickly and regularly consumed videos on mobile devices, with Google stating ‘we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign. In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign.

With six seconds to utilise, this is a great opportunity for marketers to be creative with short, sharp insights and points relating to their brand, product or service. Check out some examples from brands that have been testing this with YouTube via the AdWords Blogspot link at the top.”

Image credit: Mashable via YouTube