YouTube’s bumper ad is a six-second video ad that plays before a YouTube video. Bumper ads are best for creating successful brand awareness.

Bumper ads can run as standalone ad campaigns, but Google recommends running them in combination with TrueView Ads to increase their effectiveness.

Details

Video length: 6 seconds

Device availability: Shown on both mobile and desktop devices

Delivery: Bumper ads are presented before a YouTube video. Any file type accepted by YouTube is acceptable.

Bumber Ads Effective Tips

1. One Single Point

Your ad has to be extremely concise. It’s best to focus on a single point.

Think about the one thing that you want to provide and communicate in your ad. Your purpose may be a product feature or a single benefit.

2. Keep it simple

In addition to a single objective, you should also try to keep the flow and visuals in your ad as simple as possible. Too many visuals or overwhelming text will be distracting.

3. Six Second Ad

It’s best to create ads specifically for this six-second (or shorter) ad slot.

4. Build Ads in Series, not Single Ads

Bumpers can be powerful little touches that add up to something bigger. Some of the most memorable campaigns went beyond a single ad to a series of six-second spots that explored different types of an idea or message.

A set of three to five ads can free up your focus—and your expectations for each spot. If you create the expectation of what viewers will see (a new product), you can pull viewers in more quickly and with more impact. Viewers will respond well to variations on it because they know what to expect.

Building in series also allows you to think differently about how to create impact and engagement.