Bumper ads are short, six-second video ads that play before a viewer’s chosen video content on YouTube. They are designed to quickly capture attention and deliver a concise message in a short amount of time. Bumper ads are non-skippable, meaning viewers are required to watch the entire ad before their selected video begins.
How are Bumper ads different from TrueView ads?
Bumper ads and TrueView ads are both video ad formats available on YouTube, but there are key differences between the two:
- Length: Bumper ads are only six seconds long, while TrueView ads can range from 15 seconds to several minutes.
- Skippability: Bumper ads are non-skippable, meaning viewers must watch the entire ad. TrueView ads, on the other hand, are skippable after five seconds.
- Engagement: Bumper ads are designed for quick, impactful messaging, while TrueView ads allow for more storytelling and engagement with viewers.
- Cost: Since Bumper ads are charged based on impressions (cost per thousand views), they can be more cost-effective for advertisers looking to reach a wide audience quickly. TrueView ads, on the other hand, are charged based on views (cost per view).
Benefits of Bumper ads
While Bumper ads may seem limited due to their short length, they offer several advantages for advertisers:
- Quick and impactful: Bumper ads are ideal for delivering a concise message or creating brand awareness in a short amount of time.
- High visibility: Since Bumper ads are non-skippable, advertisers can be sure that their message will be seen in its entirety.
- Cost-effective: Bumper ads are charged based on impressions, making them a cost-effective option for reaching a broad audience quickly.
- Complement longer ads: Bumper ads can be used in conjunction with longer TrueView ads to reinforce messaging and increase brand recall.
Best practices for creating Bumper ads
When creating Bumper ads, it’s essential to keep the following best practices in mind to maximize their impact:
- Keep it concise: With only six seconds to work with, make sure your message is clear, concise, and to the point.
- Focus on one key message: Don’t try to cram too much information into a Bumper ad. Focus on one key message or call to action.
- Use eye-catching visuals: Grab viewers’ attention with visually compelling images or animations that make your ad stand out.
- Include branding early: Since Bumper ads are short, make sure to include your brand logo or name early in the ad to increase brand recognition.
- Consider sound-off viewing: Many viewers watch videos on mute, so ensure your ad is effective even without sound.
Comparing Bumper ads and TrueView ads
While both Bumper ads and TrueView ads offer unique advantages, they can be used together to create a comprehensive YouTube advertising strategy:
- Brand awareness: Bumper ads are great for creating quick brand awareness, while TrueView ads allow for more in-depth storytelling to engage viewers.
- Message reinforcement: Using Bumper ads in conjunction with TrueView ads can reinforce messaging and increase brand recall among viewers.
- Cost-efficiency: Bumper ads can be a cost-effective way to reach a broad audience quickly, while TrueView ads can provide more detailed information to interested viewers.