The APCP and YouTube Launch the Bumper Lab

Last year, YouTube launched the Bumper format, a new six-second format primarily developed for mobile devices and focused on maximising coverage. After launching more than 300 campaigns, it has been proven that the format works. But the question is, is it possible to tell a good story in six seconds? Mariana Hernández, Head of Creative Agencies of Google and Matías Dumont, GM of Antiestático who represents the APCP, are sure that this is possible.

On Tuesday, September 26th, Matías and Mariana spoke at the YouTube Pulse Event held in Madrid. Google and the APCP collaborated to reflect on how to tell a story in six seconds. Several producers participated in the experience and the central subject was the International Film Festival of Author of Valladolid (Seminci).

They presented the Bumpers (audiovisual pieces of only 6 seconds of duration, that appear in the middle of a video / content, with the intention to surprise and where the image is more important than audio). Matías highlighted the bumpers usefulness to brands when it comes to prolonging the long tail and duration of a campaign, with pieces like continuation or sequel of the campaign in TV or Pre-Roll.

The GM of Antiestático predicts that the innovation in digital video in the future will pass through 360º, augmented reality, virtual reality, video consumption wherever you are.

He will continue talking about the Bumpers on 19th and 20th October in Valladolid in the SEMINCI Spanish film festival, during the advertising cinema production days.