Google Unveils Bumper Ads
Google unveiled a new ad format called Bumper ads, which is a six-second video ad sold through the AdWords auction on a CPM basis.
According to Google, Bumper ads are ideal for driving incremental reach and frequency – particularly on mobile. What’s more, the tech juggernaut notes that it has seen Bumper ads work best when combined with a TrueView or Google Preferred campaign. In fact, early tests show that Bumper ads drove stronger lift in upper funnel metrics like recall, awareness and consideration.
“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 said in its announcement.
Those interesting in leveraging Bumper ads can talk to their Google sales representative beginning in May. Google notes that Web pros should also stay tuned, as the company will continue to roll out new ad formats that are adapted to the way people watch video.