YouTube is rolling out six-second, unskippable Bumper ads for mobile devices

Shawn Knight

Posts: 12,680   +124
Staff member

Mobile devices continue to revolutionize how we consume media and subsequently, how we’re served ads – you know, those necessary bits of evil that keep the Internet alive.

In a post on Google’s AdWords blog earlier today, product manager Zach Lupei points to recent research that indicates half of 18-49 year olds reach first for their mobile device when they want to watch a video. Such is the case even when in the living room as devices like smartphones and tablets offer a level of control, personalization and ease of use that can’t be replicated on the big screen.

To capitalize on the changing viewing habits, Google is rolling out a new six-second video ad format on YouTube. Bumper ads, as they’re being called, are said to be ideal for driving incremental reach and frequency and will be sold through the AdWords auction on a CPM basis. Google says Atlantic Records and Audi Germany have both tested the format early on with impressive results.

What does this all mean for the average YouTube user?

Unlike some pre-roll ads that can be skipped, Bumper ads are so short that you won’t be able to skip them. Lupei likened Bumper ads to little haikus of video ads, or small snippets of longer videos that get straight to the point.

As Engadget points out, Twitter is headed down a similar path with its recent acquisition of Niche, an agency that works with social media stars and celebrities to endorse products in exchange for payment. That sort of thing happens more often that most are aware of; Niche simply makes it easier to put advertisers in touch with high-profile clients.

One possible way around Bumper ads is YouTube Red, the subscription service that offers ad-free videos and other perks for $9.99 per month.

Bumper ads are slated to arrive next month.

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Posts: 592   +387
Does not matter to me. I pay for Google Play Music which comes with YouTube Red and YouTube Music for free.

Uncle Al

Posts: 7,582   +6,096
Just another example of a once great service now overpowered by the almighty dollar ..... what a shame.


Posts: 2,051   +2,589
If they use less bandwidth, then good. Nothing more annoying than wasting 20 seconds of your time eating up bandwidth for something you dont care about
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Reactions: Reehahs


Posts: 2,064   +855
"smartphones and tablets offer a level of control, personalization and ease of use that can't be replicated on the big screen."

Or you could just have a PC connected to all your "big screen" TVs, just saying, and then you have complete control without the clumsy interface of a dumb phone.

Oh and ads, bad idea, ruining the digital era we live in, more so when they force them on you and make them unskipable, NO I DO NOT WANT DOWNY LAUNDRY DETERGENT!


Posts: 800   +868
TechSpot Elite
Next month it'll be 6 second ads, next year it'll be 10 second ads, 2 years after that it'll be a new idea that we can't skip our way through.

It's all a progressive shift of classical conditioning upon the users.