Bumper Ads

December 2016

A Bumper ad is a six-second video format ideal for driving reach and frequency.

Why Bumpers?

If you think of your own viewing habits, chances are there are times when you are deeply engaged in a playlist of your favorite channels or videos. Other times, you may watch just one video to pass time or find something you need. We built Bumpers with these shorter sessions in mind. They are perfect for the moments when people are in a hurry or on the go.

What can you say in six seconds? Most likely, more than you think. Many large brands are using Bumpers to drive upper-funnel goals like ad recall and awareness. Bumpers are a cost-effective way to reach your target audience, ensure your message is seen and heard (with nearly all YouTube ads viewable1and audible2), and keep you top of mind.

And while Bumpers are short on time, they're long on impact. We tested over 300 Bumper campaigns this year and found that 9 out of 10 drove a significant lift in ad recall.3

Bumpers can work well on their own or when paired with a TrueView or Google Preferred campaign, delivering incremental reach and frequency.

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Sources (3)

1 YouTube has an average viewability of 93% globally. Source: Google and Google Marketing Platform advertising platforms data, Apr. 2016.
Ninety-five percent of YouTube ads are watched with sound on (when volume is at least 10%). Source: Google Internal Data, Global, Aug. 2016.
Source: Google Brand Lift Bumper Data (329 campaigns), Global, Jan.–Sept. 2016.

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