Contents
You are now reading:
YouTube Bumper Ads – 6 Seconds You Can't Skip
Bumper Ads – advertising on YouTube with a “guarantee”.
How can you reach users with your video message, who, especially on mobile devices, tend to close ads after five seconds? The answer is the Bumper Ads format, with six-second ads that guarantee the user will stick around until the end.
(The rest of the article can be found below the form)
Six seconds is both a lot and a little. From an advertiser's perspective, it's not much to include the content they want to share with a potential customer. At the same time, for mobile YouTube users, it's enough time to focus on waiting for their chosen video or the next work from their favorite YouTuber. By introducing the new format, Google sought to achieve a compromise that benefits everyone. On the one hand, advertisers have the opportunity to showcase their product or service, confident that the viewer will explore it. On the other hand, YouTube users are exposed to a short and concise ad that will last only a second longer than if they could skip it.
While short videos certainly pose a challenge for ad producers, they also offer ample opportunity for creativity. So how can you use bumper ads effectively?
Announcing the upcoming campaign
Using this format, an advertiser can arouse curiosity and build suspense by just revealing a little about the campaign that will be coming next week.
Additional creation during the campaign
This is a solution familiar from television, where both the full and shortened versions of the ad are shown in the same advertising block. A parallel campaign using TrueView and Bumper Ads, which interrelate, can be a very interesting solution. Imagine a situation where an event occurs in the short version, and in the longer version, we see its aftermath. The fact that the order in which the ads are viewed may vary for different users can contribute to different perceptions of the presented content and, therefore, their own interpretation.
Campaign Summary
Users who have already seen the full version of the ad, for example, a 30-second version, won't necessarily find it enjoyable to replay. Instead, we can refresh their memory by serving a short video containing the key message from the full version, thus staying in their minds longer.
How do the best do it?
Audi used the Bumper Ads format to complement the full version of the ad promoting its Q model line. The ad https://www.youtube.com/watch?v=OBmeNRuEf-8 was supplemented with a short version summarizing the campaign in several versions. Let's take a look:
https://www.youtube.com/watch?v=zlXSToaJzis
https://www.youtube.com/watch?v=6fSfHhNYtYQ
Each of these ads is aimed at a different target group.
Due to the fact that this is a non-skippable format, we have a model that is billed for every 1000 ad views.
