YouTube has launched a short-form video ad option to their lineup, called Bumper ads. These short videos are made available through AdWords and sold on a CPM basis.
Google is also presenting Bumber ads as an add-on to traditional TrueView or Google Preferred campaigns. These specific ads are meant to complement the broader messaging and help extend the reach of a campaign.
One of the first testers that combined Bumpers with a TrueView campaign was Atlantic Records, which are being used to promote an album launch. The Bumper ads were used to spotlight individual guest performers that where featured on the album. Longer TrueView ads were then used to show more about the album and the band.
Fiona Byers, the Senior Marketing Manger of Atlantic Records/Warner Music Group told Google, “when used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own.”
Another tester of the new Bumper ads is Audi, who has decided to cut up their longer format ads into 6-second snippets.
These ads will appear before videos, just like usual, and aren’t going to be skippable.
Accoridng to Google, Bumper ads are going to available in May for advertisers with access to account managers.