YouTube has today announced that they will be adding a new video advertising format to their platform with ads that last just 6 seconds. These new ads, while extremely short, are meant for ads that can present their information quickly and get right to the point so as not to overpower the content a user is about to watch. As videos on YouTube have been getting shorter, it’s not all that uncommon for users to stumble across a 1-2 minute video and still be forced to watch a 30 second advert, so these new 6-second “bumper” ads are ideal for those scenarios.
As you’ve undoubtedly seen over on YouTube, there have been some advertisers already using the 5-second “skip” button as a limit to how long they actually advertise their info, the most recognizable of course being Geico. These new ads will not be skippable, but since they are as short as they are, viewers probably won’t mind. YouTube is really pushing these ads for mobile users who often leave a video if it has a long ad in front of it. Also worth noting is that these ads are not replacing any of YouTube’s current ad formats, but simply as another option for advertisers.
The new format will be available for advertisers starting this May. Some companies have already demonstrated how they’ll be using “bumper” ads. For example, Audi Germany with a shortened advert for one of their new cars, and Atlantic Records with a brief ad for the band Rudimental.
“We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them”