The idea of short video ads is nothing new. Since the launch of platforms like Vine and Snapchat, short, easily digestible video content has become a mainstay of successful digital advertising.
But just how short is too short?
In 2016, YouTube launched bumper ads, hedging their bets on the future of short video and furthering their video advertising and distribution reach. And turns out, they were on to something.
Bumper ads are one of the shortest forms of video advertising available, and have been shown to drive a significant lift in brand awareness and ad recall. Today, we’re breaking down exactly what a bumper ad is and how you can use them to further your marketing goals.
What Are YouTube Bumper Ads?
YouTube bumper ads are short video advertisements designed to reach customers and increase awareness for a brand. They are usually a brief message that is memorable and informative.
The video also only runs for six seconds, and it can’t be skipped by the viewer. These can be run on their own as a campaign, which is ideal for marketers who are increasing awareness for their target market.
How Much Do Bumper Ads Cost on YouTube?
Usually, the pricing for YouTube Bumper ads will vary based on your industry, location, and target audience. However, the good part about the cost of bumper ads is that advertisers only pay for the impression rate (CPM 1,000 impressions) instead of one set rate. This is perfect for those who truly want to see their money isn’t being wasted.
In general, while some industries or target audiences may be considerably higher you can expect to pay between $1 and $4 per thousand views.
How to Create a Bumper Ad on YouTube
Step 1: Login to Google Ads, navigate to the Campaigns page, and click the blue “+” button:
Step 2: Click New Campaigns
Step 3: Establish your campaign goal. For this example, we choose Brand Awareness and Reach
Step 4: Select Video as your campaign type.
Step 5: Select Bumper as your campaign subtypes
- Enter your total campaign budget and start and end date for your campaign.
- Choose what networks you want your ad to show in.
- Set your audience’s language and location
- Establish where you don’t want your ads to be shown
- Use Additional Settings to choose what devices, frequency, and set other actions for your campaign
- Name your ad group
- Establish your target audience in the demographics section.
- Set keywords you want your ad to display for.
- Set your Target CPM, or the average rate you want to pay for every thousand views.
Step 6: Upload your video and hit Create Campaign.
After your ad is created, it generally takes Google no more than 24 hours to approve it.
What Are the Best Practices?
There are three main best practices for this form of advertisement:
- Keep the Focus to One Objective
If the ads are longer, you could set up a whole story scenario, but not with bumper ads. Be concise and make one objective a solid focus, so the message might be diminished with too much information in a short time.
- Make it Simple
Make sure to not overwhelm the viewer with too many visuals or too much text across the screen. Keeping the ads simple creates a much bigger statement and more understanding.
- Be Striking in the First Moment
Grab the viewer’s attention instantly. We live in a world where the attention span is shorter than ever before. Whether it’s an eye-opening visual or a funny moment, get your viewer to watch all the way through to the end, and have them remember it for long after the fact.
Youtube Bumper ads are certainly short, but they can be quite effective. With so many different key pieces and benefits, we find it a great addition to online campaigns. They are simple, but it’s these advertisements that convince viewers to click websites, pick up phones, or go to the store.