On April 26, Google Product Manager Zach Lupei announcedthat YouTube videos viewed on smartphones and tablets will start with a six-second “bumper ad”.

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Described as “little haikus of video ads”, the new bumper ads of six seconds will not be skippable. Created specifically for smartphone and tablet users, the new ad format will not replace longer ads, but will be offered to advertisers as a complement to their campaigns.

YouTube introduces bumper ads

Lupei explains “Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.”

Bumper ads will be available to advertisers from May onwards.

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