Google has revealed a new marketing option for strategists wanting to advertise to their target audiences via smartphones. The new Bumper ads are six-second snackable videos that are aimed at expanding both audience reach and frequency. The marketing option comes as the internet giant reveals it is reacting to recent research that discovered that around half of those aged between 18 and 49 now experience videos for the first time via their mobile phone. It means that marketers have the opportunity to target audiences on the move as consumers enjoy their mobile gadgets.
Strategists wanting to utilise the new Bumper ads as part of their campaigns will find these video shorts available in the AdWords store. They will be sold in an auction format; with rates based on the number of impressions a video receives. Google suggests they are particularly useful for advertisers who want to combine the snackable videos with a Google TrueView or Preferred campaign. And, based on the results of early tests, Google claims that Bumpers have had positive impacts on a variety of funnel metrics including recall, consideration and awareness. In fact, Zack Lupei, the Google Video Ads Product Manager, wrote a blog post on the subject where he discussed the newest ad format’s uses, saying: “As a quick and fun format, Bumpers lend themselves well to serialised content. Audi Germany cut up their longer TrueView ad to introduce their Q-series SUVs with evocative German “q” words like ‘querpass’ (cross kick) and ‘quantensprung’ (quantum leap). Their early adoption of the format mirrors Audi Germany’s tagline ‘Vorsprung durch Technik’ (‘advantage through technology’).”
In another example, Mr Lupei revealed that English band, Rudimental, had also used Bumper Ads to promote their latest album release. Atlantic Records’ innovative approach to the ads meant they were able to highlight one of the album’s legendary guests in each six-second snippet. This provided a great overall campaign to raise awareness amongst fans and made it clear just how the new format can be put to work to create innovative and informative ads.
Mobile content has been increasing in importance for some time and many advertisers have been seeking new ways to capture the attention of mobile gadget users. The launch of Google’s new snackable videos is yet another indicator that shows strategists are in need of new and innovative options for marketing in the digital age. Google has said that many people prefer to watch engaging media and videos on their smartphones and tablets in the current era. This is true even when people might be closer to a PC or larger TV screen.
Talking of the ads, Mr Lupei explained: “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. You can use Bumpers beginning in May by talking to your Google sales representative.” He added that the firm would continue to bring new ad formats to marketers to meet the changing standards and expectations of people around the world.
