wordpress blog stats
Connect with us

Hi, what are you looking for?

YouTube’s new 6 seconds video ads to drive reach on mobile

youtube

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, which includes the use of sponsor logos and product branding in videos, unless the sponsor pays Google to advertise on a particular channel. This move directly affected multi-channel networks and YouTube Stars as their sponsors had to start paying Google a cut for the use of their logos in video overlays.

Advertisement. Scroll to continue reading.

Other developments at YouTube

– Last month, YouTube revealed that along with its content partners Culture Machine, Only Much Louder (OML), Qyuki and The Viral Fever (TVF), they will be launching original properties such as Beauty Hunt, Comedy Hunt and #LaughterGames, a comedy web series from multiple creators including East India Comedy.

Earlier this month, it was reported that YouTube is also looking to develop musical talent through an initiative called “Foundry”. According to the report, YouTube is in talks with peers in the music industry to discuss closer collaboration. So far, in the meetings, YouTube has discussed better ways to promote artists through music videos.

Written By

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

Views

News

A viewpoint on why the regulation of cryptocurrencies and crypto exchnages under 2019's E-Commerce Rules puts it in a 'grey area'

News

India's IT Rules mandate a GAC to address user 'grievances' , but is re-instatement of content removed by a platform a power it should...

News

There is a need for reconceptualizing personal, non-personal data and the concept of privacy itself for regulators to effectively protect data

News

Existing consumer protection regulations are not sufficient to cover the extent of protection that a crypto-investor would require.

News

The Delhi High Court should quash the government's order to block Tanul Thakur's website in light of the Shreya Singhal verdict by the Supreme...

You May Also Like

News

Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

Advert

135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...

News

Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...

News

By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Name:*
Your email address:*
*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ