Have you made the plunge with YouTube Red? For users willing to pay ten bucks a month, Google will turn on features like background playback, enable access to Red-exclusive content, and maybe most importantly, finally stop running all those ads that had been interrupting your viewing experience. If you’re a Red convert, whether you just signed up or have been using the service since its inception, move along – this news isn’t for you. But if you’re still wading through the ad-sponsored YouTube of yesteryear, we’ve got some new content to let you know about, as Google brings a new ad style to YouTube.
Dubbed “Bumper” ads, the format features short six-second clips that can either stand on their own, or be cropped-down versions of longer ads. Google highlights their particularly valuable nature in regards to mobile YouTube consumption, where the short length is a real asset.
There’s no getting over the fact that Bumpers are ads, but Google’s still describing their launch in almost artistic terms, calling them “little haikus of video ads” and sharing its enthusiasm for seeing what creative advertising minds can do with them.
Ads may suck, but interesting is good, and short is better, and it sounds like YouTube Bumpers are trying real hard to hit both those targets. Look for them to start rolling out en masse next month.