Google Ads has launched a new beta ad format called "Bumpers + 15 Seconds," which combines 6-second Bumper Ads with 7-15 second Non-Skippable Ads. This innovative format allows advertisers to run both short and longer video ads within a single ad group, with automatic optimization for delivery between the two types.
How the New Format Works
The new format integrates:
- 6-second Bumper Ads (non-skippable)
- 7-15 second Non-Skippable Ads
- Automatic optimization between the two formats
This change simplifies the management of ad formats, moving away from the previous requirement to handle them separately.
Strategic Benefits for Advertisers
The combined format provides several advantages:
- Expanded reach: Optimizes exposure by balancing short and longer creatives.
- Improved ad recall: Allows for a mix of impactful bumper ads and detailed storytelling.
- Enhanced inventory access: Typically results in more impressions for campaigns focused on reach.
This format is particularly beneficial for brand awareness and frequency goals, as it minimizes repetitive exposure to the same ad, potentially reducing audience fatigue.
Testing Opportunities
Advertisers can test the effectiveness of different ad durations without needing to split campaigns. This feature enables performance evaluation of shorter versus longer formats while maintaining streamlined campaign management. As the feature is in beta, advertisers should keep an eye on its availability in their Google Ads accounts for potential testing against traditional formats.
