Today the company announced that beginning next month, it'll offer six-second "Bumper" ads that are designed to be a better companion to the shorter video clips that millions of YouTube users are watching on smartphones.
The company justifies the short ads (which cannot be skipped, unlike longer spots) by pointing to research showing that 50 percent of 18 to 49-year-olds turn to mobile as their first option for consuming video — and keep in mind a ton of that is music.
This is fascinating! YouTube, which is supposed to be "forward thinking" and part of the "newfronts" is embracing the oldest vehicle the TV industry has for making money - the advertisement. In an age where no advertisements seems more and more like the future, where content is king and the user is in total control, YouTube is practically going backwards.
This is a new kind of ad campaign, one that has become increasingly popular on Snapchat. It works by the same basic logic as traditional ads: Shonduras has an audience, just like Time magazine or The Today Show, and Taco Bell wants to tell that audience about its new dessert. Since it's a valuable audience, they're willing to pay for the privilege, often as much as $100,000 for an involved story like this one.
There are many challenges with working in a non-profit business like PBS, but not having to endure this sort of nonsense in our Marketing dept is one I greatly value.