News

YouTube Introducing Unskippable Ads

Google has announced that it is set to introduce unskippable ads to YouTube videos, in the form of six-second “bumper ads”. The length of the new ads is only one second longer than it takes for the current “skip now” button to appear on YouTube’s most common pre-video adverts, so the initiative is unlikely to stir more than a minor groan from YouTube users.

“[T]oday we’re announcing Bumper ads – a new six-second video format, sold through the AdWords auction on a CPM basis,” a post on the Google AdWords blog reads. “Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.”

Google uses the following video as an example of a bumper ad:

The above example is certainly preferable to the handful of minutes-long adverts on YouTube that cannot be skipped. Hopefully, Google will offer advertisers incentives to choose bumper ads over the longer, unskippable alternatives.

“Given the succinct nature of the format, we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign,” the post adds. “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.”

Google describes the new bumper ad format as “quick and fun,” like “little haikus of video ads,” in a vain attempt to sell the idea as art. YouTube bumper ads are set to make their debut in May this year.

Ashley Allen

Disqus Comments Loading...

Recent Posts

Still Wakes the Deep 

LIVE THE HORROR: An immersive disaster story aboard a stunningly realised North Sea oil rig,…

2 hours ago

PHILIPS 275V8LA – 27 Inch QHD Monitor

The Philips VA LED display uses an advanced multi-domain vertical alignment technology that gives you…

2 hours ago

EPOMAKER Ajazz AK820 Pro 75% Gasket-mounted Mechanical Keyboard 

【TFT Screen: The Interactive Interface】This 75% mechanical keyboard comes equipped with a TFT Screen, serving…

2 hours ago

Funko Fusion

FANDOM FUSION Play as your favorite characters and wield their unique weapons and skills. Team…

2 hours ago

Shin Megami Tensei V: Vengeance Standard Edition

The Definitive Version of Shin Megami Tensei V - Fully evolved with stunning visuals for…

2 hours ago

Hand Warmers Rechargeable 2 Pack

【Unique Split Design】5200mAh hand warmers rechargeable together with double-sided heating function, split snap swivel design,…

2 hours ago