Six-second social media ads, or bumper ads, are one of the hottest trends in online marketing. What can such bumper video ads do, how to create them and what to watch out for when using them? We’ll answer!
The world of the internet is getting faster and faster. And what was fast yesterday has now the speed of a snail. If you’re a believer that thirty seconds is a short enough time to watch a video, for example, you’re going to have to rethink your opinion. Or rather, recalculate. After all, the current trend in video ads is six-second bumper ads.
What are bumper ads?
Today, you simply can’t get away with taking a TV ad and simply moving it to the internet. The traditional user is not curious about ads and is usually looking for a way to skip them as early and as quickly as possible.
And so, sometime in 2016, the bumper ad model was born. These videos are just six seconds long. They can’t be skipped or cut off, so they literally bump into the viewer.
For marketers, this is both a weapon and a challenge. A weapon in that, thanks to the short running time and the impossibility of skipping the video, every view counts. The challenge in creating content that makes an impact the first time. You simply have to say everything in six seconds, waiting for a punchline in this case is impossible. But you can still build your brand, and quite effectively.
When to use bumper ads?
Bumper ads are ideal for remarketing. Potential customers have already seen the main spot somewhere, so they have some sort of awareness of your brand and product. A six-second ad will remind them at the right time. It can entice them to register on the site, buy the product or just let them know that your brand is still there.
Another way to use bumper ads is basically the opposite of the above. You first launch a short video amongst your audience to grab their attention, pique their curiosity and entice them to do the next thing. Only then do you launch the main campaign to reveal the rest.
How do you create a successful bumper ad?
- Devise an appropriate strategy (see previous paragraph).
- Prepare a great visual. It simply has to catch the eye at first glance.
- Don’t overwhelm the viewer with unnecessary information.
- Don’t forget the message, it’s the most important thing.
- Mention your brand.
Be inspired by how they create bumper ads abroad.
Are you looking to promote your product with a bumper ad, but are stumped on how to create and then use it? Don’t hesitate to contact us. At Railsformers, we have experts who specialize in online social media advertising at your service.