YouTube Builds 'Little Haikus of Video' With New 6-Second Mobile Ads

Early tests claim to boost ad recall

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As more video consumption moves to mobile, YouTube has a new ad format for brands designed specifically for quick snippets of content.

Today it's launching Bumper ads—six-second, unskippable video ads—that run before videos, similar to YouTube's skippable TrueView ads. Unlike TrueView—which lets advertisers create an ad of any length—Bumper caps promos at six seconds, which could force marketers to build campaigns with mobile in mind, since smartphone users have shorter attention spans.

YouTube describes the new ad format as "little haikus of video ads" and will start rolling them out to advertisers this month.

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