YouTube will introduce the impression in '6 seconds' Newly introduced a new skippable new ad format 'Bumper ads'

When you are watching YouTube, ads are often inserted in front of or in the middle of the video, but from May 2016 a new ad format "Bumper ads"Will appear. This ad format is as short as 6 seconds to end, and YouTube will impress the audience in an instant by "HaikuIt explains that it is something like ".

Inside AdWords: Built for mobile: Bumper ads drive incremental reach and frequency, especially on smartphones
http://adwords.blogspot.jp/2016/04/bumper-ads-drive-incremental-reach-and-frequency.html

About the aim of starting this advertisement format In Google's blog, "Behavior patterns of people's watching movies are changing greatly,Half of 18 to 49 year olds first use mobile terminals when watching videosIt is said that it was decided to introduce a new advertisement format called "6 seconds · skip not possible" as a measure to cope with this change.

In the new format, it seems that this "6 seconds · skippable" point is the most important factor. Speaking of past advertisements on YouTube, there were many patterns in which advertisement movies were inserted before the movie you wanted, but in most cases it is better to display ads I think that the consciousness was concentrating that the letter "to skip" appears. In addition, there are many people who sometimes feel irritated irritation, saying "Will not it end yet" when 15 sec CM etc. which can not be skipped is played? In other words, with these advertisements, contents are hardly seen, or conversely there is even a possibility of giving a bad impression to viewers.

Therefore, it was Bumper Ads that "6 seconds · skippable" is considered for introduction. YouTube has already carried out the Bumper Ads test operation, and it is said that the format which ends in a short time and improves reach number and reproduction frequency is optimal for the mobile environment.

The state of Bumper Ads actually inserted is as follows. A British-born quadruple unit "RUDIMENTAL(Rudy mental) "was used as part of the campaign for the second album, Bobby · Womack, Ed Sea Lan, Rian · La · Havasu etc. according to the actual songs, a lot of big guests participating in the album You can see that making a way to tell the impression of the album in a moment by letting the fish look.

Rud bumpers BWOMACK 1080p - YouTube


Rud bumpers ED LAYITALLONME - YouTube


Rud bumpers LLH 1080p - YouTube


Both are advertisements that end in a moment, but it seems to be said that they are supposed to be content that seems to be "what is this? Google expresses this format as "We consider Bumper Ads like" haiku "of video advertising". Indeed, in the sense that the impression is conveyed to the utmost in the limited time and number of characters, the purpose of Bumper Ads and haiku may be the same thing.

Also, Audi, a car maker, is testing a method combining a conventional long movie with a short Bumper Ads. The following movie is a 45 second movie produced to convey the charm of the company's SUV "Q series" ... ...

Audi TV-Spot "Q" - YouTube


This means that the following Bumper Ads cut out there will be introduced in large quantities. Both of them have the theme of "Q" as the theme, "Wo ein Q ist, ist auch ein Weg." (Where there is Q, there is a way) "Querpass (Cross kick) "And" Quantensprung "(Quantum · Leap: Dramatic Progress)" as the theme words starting with Q.

Querpass. Der Audi Q5. - YouTube


Quantensprung. Der Audi Q 7. - YouTube


Bumper Ads is scheduled to be introduced in earnest in May 2016. In order to make full use of the characteristics of this format, it is likely that new advertising methods will be required on the advertiser side.