YouTube Teases 6-Second Pre-Roll Ads You Can't Skip


YouTubers are accustomed to pre-roll ads, or commercials that run before your desired video. Mercifully, most of these videos allow viewers to skip the ad after a few seconds, which is good for you, but not so much for the advertiser.

So Google is offering up a new ad format, known as Bumpers, which keeps pre-roll ads short at just six seconds. It will force advertisers to experiment with brevity, but viewers won't be allowed to skip. Look for them to start rolling out in May.

"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," Google Product Manager Zach Lupei wrote in a blog post.

Bumpers, YouTube said, are "built for mobile" because "even in the living room, many people prefer to watch on their smartphone—for the control, personalization and ease it offers. And as viewing habits change, we are working to introduce new formats adapted to these habits."

Atlantic Records tested the new platform during the launch of English band Rudimental's second record. The quick hits "each gave a short sharp insight into a featured artist and individual track on the album," Fiona Byers, senior marketing manager of Atlantic Records/Warner Music Group, said in a statement.

Audi Germany also cut a 45-second ad into individual serialized clips to introduce the Q-series SUVs through a number of German "q" words like "querpass" (cross kick) and "quantensprung" (quantum leap).

Last year, Twitter's Vine bought Niche to turn its own six-second video stars into advertisers.

In the meantime, YouTube this week rolled out a redesigned, simpler Home screen on iOS and Android.

"We've coupled a fresh design with more relevant personalized recommendations that make it easier to discover videos you'll be excited to watch," YouTube said in a separate blog post. "The new recommendation system is based on deep neural network technology, which means it can find patterns automatically and keep learning and improving as it goes."

0 Comment

Leave a Reply

Captcha image


  • 5300c769af79e

    China Clears the Way for Uber, Didi to Operate Legally

    Though ride-hailing services like Uber and Didi have been operational in China for some time, the government there officially gave its blessing to the nascent industry this week, releasing national guidelines covering the rules and regulations of online ridesharing.Last year, regulators there banned all programs from using drivers who lacked taxi licenses, forcing the companies to use car-rental companies.
  • 5300c769af79e

    Asus Chromebook Flip First To Land Android Apps

    The Asus Chromebook Flip was recently updated to Chromium 53.The Asus Chromebook Flip has now become the first Chromebook to run Android apps.
  • 5300c769af79e

    Google Fiber Planning Wireless Broadband Tests

    Complex threats execute over time and the traditional security solutions model is limited to visib Google Fiber, the low-cost, high-speed broadband service provider, is planning a shift from physical pipes to wireless deployment of the web, according to an FCC filing.In addition to expansion and acquisitions, Alphabet's Google Fiber, which provides low-cost, high-speed internet access through physical infrastructure, is looking for permission to test a wireless version of the service.
  • 5300c769af79e

    Which Apple Watch is right for you? The ultimate buying guide

    Well folks, the Apple Watch Series 2 is finally here, bringing a number of great new features and improvements over the original Apple Watch.Related: WatchOS 3 breathes new life into the Apple Watch… quite literally Now that the Apple Watch 2 is available for purchase, there are many options to choose from when you take the different models, finishes, and bands into account.