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LEARN MORE ABOUT Zach Lupei

Zach Lupei, Product Manager

April 26, 2017

Zach Lupei

Say It in Six: Why marketers and creatives are embracing the newest video ad length

..... For more information on bumpers, including how to set up a campaign, check out the Help Center and don’t forget to #bumpitup. Posted by Zach Lupei, Product Manager Jim Habig, Product Marketing Manager 1. Google Bumper Ad Brand Lift Meta Analysis, 2016 [US] 2. .....

March 06, 2017

Zach Lupei

How the internet has changed TV commercials

..... So those “long” 30-second TV ads we grew up on years ago are now simply too long for most viewers to sit through without glancing off at squirrels in the trees or being distracted by shiny objects. Nevertheless, those 6-second “bumper ads” or “snackable videos” seem to be what customers are responding to, according to Zach Lupei at Google who said, “In early tests, [those ads] drove strong lift in upper funnel metrics like recall, awareness and consideration—complementing [the longer, skippable ads] in driving middle and lower funnel metrics like favorability and purchase intent.” So, perhaps gone forever are the “feature length” 30-second television commercials we grew up watching. .....