What Is Youtube Bumper Ads And How Can They Help Boost Your Brand Recall?

In case you haven’t heard of it yet or probably you’re living under a rock, did you know that Youtube is the second biggest search engine in the world behind Google? These two websites happen to be under the umbrella of Alphabet Inc., and the main source of its revenue is through online advertising.

Speaking about ads, Youtube also offers several types of ad formats that you can utilize to boost your brand awareness, and increase consideration that will eventually drive users’ activities such as purchase, subscribing to your newsletter, or opt-in to your lead form.

In this post, we will give you an overview of one of Youtube’s available advertising formats which are called “bumper ads”.

What is a Youtube bumper ad?

These are short six-second videos that are predominantly served on mobile devices. Bumper ads are also known to offer the lowest Cost Per Thousand or sometimes called Cost Per Mile (CPM) compared to other in-stream ads.

This ad type can be purchased via Google Ads, (auction or advanced buy), Display & Video 360, or Google Preferred, on a target cost-per-thousand impressions.

Apart from Youtube, bumper ads can also be served to third-party websites which are part of the Google Video Partners program.

Bumper Ads vs Non-Skippable In-Stream Ads

As mentioned above, bumpers are short six-second advertisements on Youtube while the non-skippable in-stream ads offer a much longer clip of up to 15 seconds which is similar to a TV ad. It is also said that non-skippable in-stream can complement TV campaigns and can complement incremental reach.

On the other hand, bumper ads are designed for users who are usually on the go and have no time to watch longer advertisements.

Though these two ad formats target the upper portion of the marketing funnel which is brand awareness, bumpers are known to be 25% to 40% cheaper than other in-stream formats.

Bumper Ads Youtube Cost

The amount that an advertiser can spend on bumper ads depends on his niche. A forex company may pay more compared to an eCommerce shop that sells pots and other gardening supplies. Also, the advertiser should put into consideration the type of audience he wants to show his ads to, as well as the geo-location of their potential customers.

In order to start using bumper ads, you first need a Youtube channel and then link it to your Google ads account. Once done, you need a couple of six-second videos on your YT channel that you can later use for your digital marketing campaign.

Bumper Ads Example

Here are a few examples of bumper ads.

Conclusion

Bumper ads are non-skippable short videos that can complement longer in-stream ad formats such as TrueView In-Stream, TrueView for action, and others.

Low CPM (cost-per-thousand views), broader reach, and its six-second video clip that can easily capture attention that triggers high completion rates are some of its benefits.

Reference:
Bumper ad campaigns – Display and Video 360 Help (Google Support)

Please feel free to provide your thoughts and comments to this article based on your experience.
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