Starting in May, YouTube will experience another ad format, with no 5, but 6 seconds-video you cannot skip.
A couple of facts
- Adblocking is More Common than You Think, with between 23 and 29% of users using an adblocker, depending on regions
- Significant growth for this trend over the five past years: adblocking ihas gone up by 41 percent in 2015
- At the same time, Mobile ad viewers are more engaged than their desktop counterparts, according to a Google study, with "Those who see ads or branded content on their smartphones [...] 1.8X as likely to share it as their desktop counterparts"
Interesting move in the domain of online advertising. How will users react? To me, the user experience is the key, and I'm not sure people will enjoy those 6-seconds videos, especially on the move, with low signal reception... Let's wait and see!
Called Bumper Ads, the short videos last just six seconds each – unlike most YouTube ads today that typically range between 15 seconds to a minute. According to Google and YouTube, Bumper Ads work best on mobile as viewers are often watching on the go, or have even shorter attention spans for what they’re trying to watch.