YouTube launches six-second Bumper Ads

Google has introduced a brand new ad format on YouTube that will last for six seconds and cannot be skipped, in order to quickly attract attention from impatient mobile users.

Called Bumper Ads, the ads will be sold through Google’s AdWords auction and are designed to drive awareness and reach.

The six-second video format, sold on a cost per mille basis, will launch next month and is designed to appear before YouTube videos watched on a smartphone or tablet. 

Google is telling advertisers that Bumper Ads work best when combined with other YouTube ads, such as TrueView or Google Preferred. In other words, Bumper Ads are likely to be sold as part of a package to brands.

Zach Lupei, the product manager for Video Ads at Google, said: "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."

Atlantic Records was an early tester of the new format and used Bumpers to launch Rudimental’s second album.

Fiona Byers, the senior marketing manager of Atlantic Records/Warner Music Group, said: "Through cost-efficient bumpers we could really showcase the plethora of legendary guests featured on the record. 

"They each gave a short sharp insight into a featured artist and individual track on the album, with TrueView providing the fuller story around the album and the band. When used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own."