In response to changing viewing habits, Google is debuting next month what it calls "Bumper ads": six-second ads that can't be skipped as displayed alongside the content you came for.
The company says the new format is "ideal for driving incremental reach and frequency, especially on mobile, where 'snackable videos' perform well" and lends itself well to serialized ads, like Audi Germany's cuts of a longer ad for its Q-series SUVs.
Time will tell how viewers at large respond to Bumper ads, but in the meantime, advertisers seem very happy with the new option.
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