Google has launched a new “snackable” six-second video ad format called Bumper ads, which aims to drive incremental reach and frequency on smartphones. Google says that the new arrival is a reaction to changing viewing habits, with recent research showing that 50 per cent of 18- to 49-year-olds are now watching videos for the first time on their mobiles.
Bumper ads will be sold via the AdWords auction on an impressions basis and are ideal for marketers who want to combine shorter formats of advertising with a Google Preferred or TrueView campaign. Google claims early tests indicate that Bumpers had a positive impact on a range of upper funnel metrics, such as awareness, consideration and recall.
“As a quick and fun format, Bumpers lend themselves well to serialised content. Audi Germany cut up their longer TrueView ad to introduce their Q-series SUVs with evocative German “q” words like ‘querpass’ (cross kick) and ‘quantensprung’ (quantum leap),” Google Video Ads Product Manager Zach Lupei said in a blog post. “Their early adoption of the format mirrors Audi Germany’s tagline ‘Vorsprung durch Technik’ (‘advantage through technology’).”
Built for mobile
Lupei also revealed that Bumper Ads had also been key to promoting English band Rudimental’s latest album, as Atlantic Records was able to showcase each of the legendary guests who featured on the record via the short, sharp insightful nature of the new format.
The introduction of “snackable” videos is yet another indicator of the growing importance of mobile content to advertisers in the digital age. Google says that many people now prefer to watch videos and other engaging media on their smartphones and tablets, even if they are in the living room with a larger TV or desktop PC.
Lupei added: “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. You can use Bumpers beginning in May by talking to your Google sales representative.” He concluded by saying that the company is continuing to introduce new ad formats that distinctly adapt to the ways in which people watch videos in the present and future.
