YouTube Bumper Ads: Everything You Need to Know (2020)

Together, we’ll define YouTube bumper ads. This is a main form of advertisement for the YouTube platform. We’ll explain best practices.

YouTube is a major platform for not only content creators, but also for advertisers. And for advertisers alone, there are so many different types of ads to choose for the brands that are represented. While some might only be banner ads, others have been known to be super interactive and immersive.

Together, we’ll look to define bumper ads. This is the main form of advertisement for the YouTube platform. We’ll go into greater detail and explain best practices in order for you to get a better understanding of how you’ll be able to apply it to a campaign. 

Now let’s grab the list of your current advertisements and get ready to add this one onto it1! 

Let’s Define YouTube Bumper Ads 

To better define YouTube bumper ads, they can be explained as short video advertisements that are designed to reach even more customers and increase awareness for your represented brand. This is done best with a memorable, informative message that is also brief. 

The video also only runs for six seconds, and it can’t be skipped by the viewer on the platform. They even have the ability to run on their own as a campaign, which is great for those who might be increasing awareness for their target market. 

Now, what about the cost? What’s great about the cost of this advertisement is that advertisers are only going to pay for the impression rate (CPM 1,000 impressions) instead of one set rate. This is perfect for those who truly want to see where their money is being invested versus wasted.  

This is How YouTube Bumper Ads Work 

There are key pieces that involve the bumper ad method. Take a look at the following to see what exact details go into making a bumper ad truly work for you and the brand that’s represented. 

  • Bumper ads will only really work best when run along with TrueView ads. When the video is shorter, it can prove to be more effective. 
  • When the bumper ad is viewed, it won’t increment the view count for YouTube. 
  • Videos must be seconds or shorter. If it’s longer then it’s considered to be in a different category for video ads. 

Before really beginning on the bumper ads, make sure to familiarize yourself with all of the different video campaigns to ensure that this will truly be a good fit for you. The video must also be hosted on YouTube. 

What Are the Best Practices? 

There are three main best practices to take part in when creating this form of advertisement. Take a look to see what all of them truly entail. 

Keep the Focus to Only One Objective: If the ad were to be longer, then you could set up a whole story scenario. With this type of ad, that is not the case. Make sure to be short and concise and only make one objective be a solid focus. Otherwise, the message will only be cut down and diminished with too much given to your viewer in a short time frame. 

Make it Simple: Make sure to not overwhelm the viewer with too many visuals or too much text across the screen. By keeping it to a minimum, it will create a much bigger statement and a better understanding. 

Be Striking in the First Moment: Grab the viewer’s attention instantly. We now live in a world where the attention span is shorter than ever before. Whether it’s an eye-opening visual or a super funny moment, get your viewer to watch all the way through to the end. Have them remember it for long after the fact. 

What’s the Key Benefit? 

Well, they’re proven to work! So many consumers are known for turning a blind eye to most advertisements. Bumper ads, on the other hand, are so short and direct that the consumer is left with the little option to cancel out of it. This means more engagement among more viewers. Therefore, there will be more conversions for your brand as a result. Now that’s a win for sure.  

Our Final Thoughts 

Bumper ads are certainly short, but they’re also quite mighty. With so many different key pieces it uses and the benefits they help reap, we find it to be a great addition to your online campaigns. It’s simple, and yet it’s the advertisement that will truly get viewers to click on the website, pick up the phone and go to the store. 

What are your final thoughts on the use of a digital bumper ad? Let us know if you’ve used this method in your campaigns or if you plan to in the near future. With so many success stories from other brands, why not give it a shot?  


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