Mariana Hernández (YouTube): We have to rethink the meaning of time in digital video"
Posted: Tue Jan 07, 2025 8:08 am
Video has quickly become one of the best advertising formats for capturing the increasingly elusive attention of consumers . A challenge that YouTube has been able to adapt to perfectly , as demonstrated by some of the initiatives and projects launched in recent times.
Among these we find Bumpers , six-second YouTube advertising formats that are working quite well with the audience.
Mariana Hernández , director of digital strategy at YouTube Spain, spoke to us about these and the situation of digital advertising in an interview given to this medium .
1. What is the project called “Bumper Lab”?
Bumper Lab is a joint creative project between YouTube and the Association of Advertising Film Producers (APCP).
The initiative was based on creating a creative collaboration process and inviting vietnam phone number nine Spanish advertising production companies (Blur, The Brownie Films, Fran Barton, Antiestático, Only925, aProductions, Lee, La Joya and The Gang) to create a digital advertising campaign in bumper format that would take place in the Valladolid Independent Film Festival , the Seminci, an absolute example of innovation and creativity , just like the bumper is.
2. Why did you present it at the Advertising Film Production Conference held in Valladolid, within the framework of the Seminci auteur film festival?
The APCP has had an established relationship with Seminci for years, which meant that coordination and teamwork could flow very well and allowed us to link the innovation of our video formats with experts in film and audiovisual language, directors and video producers .
We decided that the Bumpers would talk about Seminci, because we consider that digital video is an important part of today's culture and talking about Seminci is talking about culture, cinema and stories.
Finally, as part of the collaboration, we decided together to present the result of the Bumpers lab in two contexts, our YouTube Pulse 2017 and the Advertising Film Days that APCP organizes every year in Seminci.
3. Bumpers are six-second YouTube advertising formats. What advantages do they offer to advertisers? And to users? What types of brands are they aimed at?
Bumpers are undoubtedly a stimulus for creativity and for creating quality advertising . We are used to thinking of videos with durations of 20 or 30 seconds, but the evolution of the user, who is increasingly mobile, means that we have to rethink the meaning of time in digital video .
Bumper is a format designed in response to the change in behavior when it comes to consuming digital video , and this can be seen across all age groups. Any brand that wants to connect with its audience in an effective and creative way can use the Bumper format.
It is a cost-effective option for brands that want to achieve a wide reach in their campaigns. But each case will be unique according to the specific media plans.
Among these we find Bumpers , six-second YouTube advertising formats that are working quite well with the audience.
Mariana Hernández , director of digital strategy at YouTube Spain, spoke to us about these and the situation of digital advertising in an interview given to this medium .
1. What is the project called “Bumper Lab”?
Bumper Lab is a joint creative project between YouTube and the Association of Advertising Film Producers (APCP).
The initiative was based on creating a creative collaboration process and inviting vietnam phone number nine Spanish advertising production companies (Blur, The Brownie Films, Fran Barton, Antiestático, Only925, aProductions, Lee, La Joya and The Gang) to create a digital advertising campaign in bumper format that would take place in the Valladolid Independent Film Festival , the Seminci, an absolute example of innovation and creativity , just like the bumper is.
2. Why did you present it at the Advertising Film Production Conference held in Valladolid, within the framework of the Seminci auteur film festival?
The APCP has had an established relationship with Seminci for years, which meant that coordination and teamwork could flow very well and allowed us to link the innovation of our video formats with experts in film and audiovisual language, directors and video producers .
We decided that the Bumpers would talk about Seminci, because we consider that digital video is an important part of today's culture and talking about Seminci is talking about culture, cinema and stories.
Finally, as part of the collaboration, we decided together to present the result of the Bumpers lab in two contexts, our YouTube Pulse 2017 and the Advertising Film Days that APCP organizes every year in Seminci.
3. Bumpers are six-second YouTube advertising formats. What advantages do they offer to advertisers? And to users? What types of brands are they aimed at?
Bumpers are undoubtedly a stimulus for creativity and for creating quality advertising . We are used to thinking of videos with durations of 20 or 30 seconds, but the evolution of the user, who is increasingly mobile, means that we have to rethink the meaning of time in digital video .
Bumper is a format designed in response to the change in behavior when it comes to consuming digital video , and this can be seen across all age groups. Any brand that wants to connect with its audience in an effective and creative way can use the Bumper format.
It is a cost-effective option for brands that want to achieve a wide reach in their campaigns. But each case will be unique according to the specific media plans.