YouTube Product Manager Zach Lupei announced in a blog post that the company has been exploring formats that will be better-suited for smartphone video watchers. This has led to the creation of ‘bumper ads’ aka six second video ads. YouTube looks at this as a complement, rather than replacements, to its existing ad formats.
The idea is that advertisers can run YouTube campaigns centered on longer videos, whilst using bumper ads to help reinforce the message or get more viewers. The extremely short duration of these videos mean that it won’t be skippable at all. The ads will be available to advertisers starting in May.
