In an article, Product Director Zach Lupei said YouTube has been discovering formats which best suited for smartphones video watchers. Which brings the creation of Bumper advertisements, video advertisements which are just six seconds long. The idea of really a brief ad is not new, the name indicates that the motivation comes from these brief bumper videos that you see on Television. And it is sensible that as online videos get shorter, advertisements will follow suit. In the same time, YouTube is pitching this as a complementary format, as opposed to an alternative, to its present ad formats. The idea is that the advertiser might operate a YouTube campaign centered on an extended video, then use the short bumper advertisements to strengthen the concept or achieve more viewers.

And since they are so brief, the Bumpers will not be skippable. For instance, Atlantic Records utilized Fenders to encourage the band Rudimental second record, with each Fender showcasing one among the guest musicians. Audi Germany, meanwhile, took an extended video ad and cut down to smaller thoughts. 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, Lupei wrote, adding that they’ll be available to advertisers in May.