YouTube, incoming new mobile advertising that you can not jump

YouTube announced a new advertising format all focused on speed. With the ease with which users install to-block, and with the decline in the cost-per-click advertising, Google needs to create banners that are not invasive, they are interesting and they are seen in their entirety. The three features may be enclosed in the new "Bumper ads", a new format that will debut soon on YouTube mobile client for a period of 6 seconds.

The new Bumper ads are designed for the way they are "consumed" the contents of the mobile and the idea behind them is derived from the world of television, where in some circumstances are aired several commercials from the short-term. A new feature that also makes sense when you consider that the display of Web content is increasingly reduced in terms of time, and a wait of 30 seconds can become frustrating if the related video lasts less than a minute.

In these cases the effect of advertising can be diametrically opposed to the objectives, with the person who sees it as a mere nuisance, and not as an added value to the video. The new Bumper ads will not replace the current, longer, but to see them as a "complement." An advertiser can create a YouTube campaign centered on a longer video, and then use the "Bumper ads" to reinforce the message and reach more audience.

Unlike many of the traditional advertising videos on YouTube today, that may be skipped after five seconds, the user can in no way skip one Bumper spot and will have to view it in its entirety. Must, in other words, wait a second longer than the standard used today, however, seeing a short advertising spot in full: "In the first test the Bumper drove strong growth in statistics as recall, awareness and consideration," wrote Google on the official blog.

They are already available on some video platform made by Audi Germany and Atlantic Records that give a preliminary idea of ​​what will be the Bumper ads on YouTube. According to the company's ads advertisers can start using them from the month of May in parallel to traditional commercials.