By Andrew Wohlwend – Article taken from AdAge.com
- Short-form messaging is necessary
- Last year, YouTube introduced their six-second bumper ad to the platform
- YouTube maintains ad revenue,
- consumers get a better user experience
- brands maximize awareness and reach by serving bite-sized ads in a mobile-first environment
- Brands have begun to embrace platform- and content-specific advertising
- Seen value of Snapchat-specific vertical ads
- Tailored their creatives to the auto-play, sound off, in-feed world of Facebook
- Have bite-sized bumpers to accompany their long-form Trueview messaging, a format that allows viewers to skip an ad after 5 seconds
- Served contextually, it will be more relevant and less disruptive, decreasing the likelihood that a viewer will skip
- Early adopters of the bumper ad have seen that it compliments their longer-form Trueview ads by amplifying an existing message
- It has also been used to creatively tease an upcoming campaign or launch, running a few weeks before the official release
- How to make the most of six seconds
- Do not repurpose 15s and 30s , you end up drowning your message in a sea of noise
- Success comes through creating a series of vignettes and stringing them together
- Create three distinct ads that each focus on one element
- Voiceovers, music and emotion — particularly comedy — play particularly well in bumpers
- Short-form messaging has also allowed brands to take utilize longer-form Trueview content with different a purpose: one for reach and awareness, the other for deep-level engagement, etc.
- The advertising experience matters
- YouTube’s push behind the bumper ads is only one in a series of ad-unit innovations
- New variations on Trueview products
- 30-second nonskippable ads will be deprecated from the platform