Called Bumper Ads, the ads will be sold through Google’s AdWords auction and are designed to drive awareness and reach.
The six-second video format, sold on a cost per minute basis, will launch next month and is designed to appear before YouTube videos watched on a smartphone or tablet.
Google is telling advertisers that Bumper Ads work best when combined with other YouTube ads, such as TrueView or Google Preferred. In other words, Bumper Ads are likely to be sold as part of a package to brands.
Zach Lupei, the product manager for Video Ads at Google, said: "We like to think of Bumper Ads as little haikus of video ads — and we’re excited to see what the creative community will do with them."
Atlantic Records was an early tester of the new format and used Bumpers to launch Rudimental’s second album.
According to Fiona Byers, senior marketing manager of Atlantic Records/Warner Music Group, "Through cost-efficient bumpers, we could really showcase the plethora of legendary guests featured on the record.
"They each gave a short sharp insight into a featured artist and individual track on the album, with TrueView providing the fuller story around the album and the band. When used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own."
This article first appeared on campaignlive.co.uk.