A bumper ad is a six-second video format ideal for driving brand reach and frequency. They are available through AdWords as an add-on to traditional campaigns and sold on a CPM basis. Bumper ads can both extend the reach of an existing campaign and complement broader messaging.
Why bumpers ads?
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 ads 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 ads to drive upper-funnel goals like ad recall and awareness. bumpers ads 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 ads 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 ads can work well on their own or when paired with a TrueView or Google Preferred campaign, delivering incremental reach and frequency.