To encourage immediate interaction, Myers ensured that viewers never saw the same ad twice. “This is an innovative use of YouTube’s six-second bumper format,” said Ross Jauncey, creative agency lead at Google in Campaign Brief. “Turning the six-second bumper into a ‘FOMO-driven’ direct sales device is a clever use of the format.”
YouTube launched the six-second bumper ad format in 2016 as an alternative to skippable TrueView ads, which run for any length of time. This bite-sized format was designed for impatient smartphone users, following the insight that 59% of millennials admit to skipping ads after just five seconds of viewing.
Despite this apparent disinterest, studies show that the attention paid to YouTube ads is still 84% higher than advertising on TV, making it a valuable platform. Atlantic Records was an early adopter of the bumper ad, using it to launch
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