YouTube has announced introduction of new video ad format of less duration for the mobile first generation, called Bumper ads - a 6 second video format which will be sold through the AdWords auction on a CPM basis.

Google's blog on Adwords said that Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well. Since the ads will be just six seconds long, consumers are unlikely to have the option to skip them and this will help increase the reach and frequency of ads on mobile devices.

According to Google, Bumper ads work best when combined with a TrueView or Google Preferred campaign owing to the succinct nature of the format. Tests done by Google to see the effectiveness of the format showed that it helped enhance metrics like recall, awareness and consideration.

Advertisers can start using Bumper ads from next month.