One of the things that annoy users incredibly is ads. They prevent people from watching the content they want or have specifically searched for. Hand on heart, this annoyance is hardly surprising – people on YouTube now watch over a billion hours of video every day. Yet they aren’t curious about most of them, waiting for the next opportunity to skip the ad. Is there a trick to change this? Sure, bumper ads are the solution.
The beauty of bumper video ads is that they are only 6 seconds long and the viewer is forced to watch the whole thing. They are categorized under the TrueView In-stream category and can be found on YouTube before the start of the classic video. They are set up through Google Ads and use a CPM payment model where you pay per thousand views.
Advertising shrunk down to 6 seconds?
Does a few seconds seem too short to tell the user everything they need to know? The concern is completely unnecessary. Given user overload, revealing your brand and core message in such a short footage is ideal. 6 seconds may be damn short, but surprisingly enough for building brand awareness.
When to use bumper ads?
The ideal time to use a bumper video ad is, for example, when you remarket to a viewer after they’ve already seen the main campaign. Because the user is not forced to absorb a lot of information, but is essentially just reminded.
Another way to use bumper videos is to engage and pique the viewer’s curiosity through a short video, then create a remarketing listing in Google Ads and show the entire ad.
What to keep in mind when creating a bumper ad
Because of the short duration, you need to engage the viewer right away, remember, six seconds goes by like water. For example, you can attract them with interesting visuals. Overwhelming them with unnecessary content is undesirable and is not the goal of bumper ads. The message needs to be clear, concise, and be sure to showcase your brand. According to Google itself, bumper ads also work great in combination with TrueView or Google Preferred campaigns.
Below you can see many examples of how to tackle bumpers ads:
Would you like to reach the widest possible audience with tailored ads? At Railsformers, we have experts who can help you create video ads that will engage and keep your brand in people’s minds long after the ad is over :-).