YouTube Says Advertisers Using Six-Second Spots Up 70%

YouTubesays more advertisers are using its six-second bumper ads, which were introduced last year.

Robert Kyncl, YouTube's chief business officer, speaking at the Dmexco conference in Germany Thursday, said that one in three of YouTube’s large customers are now using bumpers to get their message across quickly to viewers.

There has been a 70% increase in the number of YouTube customers adopting the shorter ad format from first quarter 2017 to second quarter 2017.

YouTube is also launchinga leaderboardthat ranks the top six-second spots from around the world.

In the television business, Fox Networks Group has beenaggressively pushing six second ads. The shorter commercials ran duringFox’s Teen Choice broadcastand can now been seen in sports programming includingNFLbroadcasts.

Read more at B&C.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.