YouTube is launching a new 6-second ad unit called “Bumper ads” that the user can’t skip. “Bumper ads” have been specifically designed with mobile in mind due to their lightweight nature.

In a blog post, video ads product manager Zach Lupei writes: “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.”

The company justifies this 6 sec video ads (which cannot be skipped, unlike longer spots) by pointing to research showing that 50 percent of 18 to 49-year-olds turn to mobile as their first option for consuming video — and keep in mind a ton of that is music. YouTube’s new Bumpers don’t replace other ad formats; it’s just being added as another choice. Lupei says YouTube will keep expanding its advertising options so that they’re always “uniquely adapted to the way people watch video now, and in the future.”

According to YouTube, early tests with bumper ads are particularly effective when, surprise, paired with TrueView and Google Preferred ads—its premium ads that run alongside the platform’s most popular content from creators.

“Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where ‘snackable videos’ perform well,” Zach Lupei, product manager of video ads at Google, said in a blog post. “In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration—complementing TrueView’s strength in driving middle and lower funnel metrics like favorability and purchase intent.”
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