Google just announced a new six-second video ad format called Bumper Ads, which it will sell through the AdWords auction on a CPM basis. The ads, the company says, are ideal for driving incremental reach and frequency on mobile, where “snackable videos” perform well.

The ads are a response to evolving viewing habits among 18-49-year-olds, who are more and more watching videos on their smartphones, even in their living rooms.

“Given the succinct nature of the format, we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign,” says Google video ads product manager Zach Lupei. “In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign.”

“As a quick and fun format, Bumpers lend themselves well to serialized content,” says Lupei. ‘Audi Germany cut up their longer TrueView ad to introduce their Q-series SUVs with evocative German ‘q’ words like querpass (cross kick) and quantensprung (quantum leap). Their early adoption of the format mirrors Audi Germany’s tagline ‘Vorsprung durch Technik’ (‘advantage through technology’).”

In a blog post, Lupei also discusses how Atlantic Records used Bumper Ads as an early tester.

The ads will be available in May. You’ll have to talk to a Google sales representative. More ad formats with similar goals are also on the way.