Have you seen those ads that you can’t skip? Well, that’s a bumper ad. It is a special type of video advertising that can appear before, during, or after a YouTube video.
What are Bumper Ads on YouTube
The bumper ads on YouTube are non-skippable video ads that provide marketers an opportunity to grasp the users’ attention in 6 seconds, since the YouTube bumper ads length is limited to 6 seconds only.
YouTube Bumper Ads Specs
From a marketing standpoint, advertisers must follow Google’s official ad specifications to run a successful campaign:
- Youtube Bumper Ads Duration: Maximum 6 seconds with no minimum length.
- Aspect Ratio: 16:9 (landscape), 9:16 (portrait), or 1:1 (square)
- Video Resolution: 1920×1080 px or 1280×720 px.
- Placement: Anywhere in the video (before, during, or after a YouTube video).
How Much Do Bumper Ads Cost on YouTube?
Costs vary depending on audience targeting and competition, but typically, YouTube bumper ads CPM ranges from $1 to $4, though it can be lower or higher. You pay for impressions (every 1,000 times the ad is served), not for views or clicks.
“YouTube bumper ads (6 seconds) cost an average of $4.10 CPM, compared to $9.80 for non-skippable 30-second ads. ”
“— Zebracat”
YouTube Bumper Ads Tips
Here are some of the tips that, being a marketer, you must keep in mind to get the maximum out of the bumper ads:
- Use branding early: Display your logo and brand colors and other visual cues early in the ad to grab the users’ attention immediately.
- Design for sound-off: Use captions or bold visuals that communicate without audio.
- Use High-Impact Visuals: Since the ad is so short, captivating visuals are essential to hook the viewer’s attention.
- Run A/B Tests: Run multiple versions to identify the best-performing message.
YouTube Bumper Ads Examples
Coca-Cola leveraging 6-second clips for seasonal messages is the best example of YouTube bumper ads.
Moreover, Apple creating micro-moments highlighting product features is yet another example of YouTube bumper ads.
The good part (for advertiser) is that the audience has no option to skip the ad, so marketers have a tight window of 6 seconds to make an impact.
Conclusion
YouTube bumper ads are a cost-effective way to strengthen brand awareness in the cost-effective way. Bringing perfection in those 6-second clips can become a great challenge but with the right use of bumper ads, you can deliver your message quite effectively.
