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Google introduces six-second Bumper ads

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In what could be seen as Google’s answer to Vine and getting consumers to see ads rather than skip them on YouTube, it is introducing Bumper ads – a new six-second video format, sold through the AdWords auction on a CPM basis.“Bumper ads are ideal for driving wide reach and frequency, especially on mobile, where “snackable videos” perform well,” a statement from Google said.The six-second ads will not be skippable.One of the early testers is Atlantic Records which used Bumpers to launch English band Rudimental’s second album.Fiona Byers, senior marketing manager of Atlantic Records/Warner Music Group said: “TrueView and Bumpers were a really important part of the recent Rudimental campaign to tell the story of the band’s second album. Through cost-efficient bumpers we could really showcase the plethora of legendary guests featured on the record.”Audi Germany also cut up its longer TrueView ad to introduce their Q-series SUVs with evocative German “q” words like querpass (cross kick) and quantensprung (quantum leap).The move comes shortly after Google announced a new ad platform to monetise and personalise video content. It also announced that live TV listings will be incorporated in search results.Read also: It’s time to create video ads with the ‘skip’ button in mind  

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