We’re living in a time where short attention spans rule, with video viewing dominated by ‘snackable’ videos that grab attention and deliver a message in a shot span. To capitalise on this, Google has today introduced new non-skippable, 6-second ads for YouTube called ‘Bumper’ ads.
Google sees a lot of possibilities for Bumper ads, describing them as ‘little haikus of video ads’, though they’re hoping the creative community can expand on that idea. They’ve suggested that serialised content would be a great way to go, possibly cutting up larger commercials into more snackable sizes.
We’re already used to skipping ads after 5-seconds on the front of YouTube videos, so forcing an ad-maker to design a more compelling commercial in 6-seconds could be a bonus.
Bumper videos will become available to AdWords partners starting next month, so keep an eye out for your first Bumper ad on YouTube soon after.