YouTube has introduced a new 6 second video ad format dubbed Bumper ads, to increase the reach and frequency of ads on mobile devices. According to Google, Bumper ads drove recall, awareness and consideration values. The ads will be sold through Google AdWords on a cost per thousand impression (CPM) basis beginning next month. Since the ads will be just six seconds long, consumers are unlikely to have the option to skip them. It's worth noting that YouTube CEO Susan Wojcicki said more than half of YouTube’s watch time happens on mobile devices, in July 2015. She had also mentioned that the number of advertisers running video ads was up more than 40% over 2014. Google's shift to mobile and programmatic Google's Q1 2016 earnings report show that the company has been spending a lot more on Traffic Acquisition, signalling a clear shift towards mobile and programmatic, both of which carry high Traffic Acquisition Cost. In September 2015, the company had also launched a few new features for AdWords, including the ability for advertisers to target customers by their email ID’s, Similar Audiences and Universal App Campaigns. Advertisement on YouTube - In October last year, YouTube said that it would start serving users shopping ads based on the items shown in the videos themselves. - In May 2015, YouTube added buy buttons to TrueView ads (as opposed to inside videos), which would let users click to buy stuff after being redirected to the product page. Conflict between YouTube and content creators Early last year, YouTube had banned the use of graphical title cards,…
