YOUTUBE BUMPER ADS EXPLAINED

Bumper ads, what are they??

Ad Age states that In a world of short-form content and ever-shortening attention spans, short-form messaging is also necessary. YouTube bumper ads are six second advertisements, placed at the beginning of YouTube videos. These bumper ads are an ad on to traditional campaigns and are available through Adwords and are sold on a CPM (Cost Per Mille) basis. The main aim of bumper ads is to help extend the broader message of an advertising campaign. Notably these ads cannot be skipped.

‘One word, one image, one second is enough for someone to be drawn in’

The purpose of bumper ads is to draw the audience into one specific aspect of the company, and to captivate them in the short time given. The time limitation forces companies to find creative ways of establishing the who, what, and where very quickly. If you keep everything simple: the idea, the narrative, the visuals. You can say a lot if every element is working together

This Jason Bourne ad is a prime example of an enticing and effective bumper ad. It packs loads of action and anticipation into its 6 second slot. The text ‘You Know His Name’ excites fans of the films and the intense action in the clip makes people of don’t know the films want to learn more. For me, this is the perfect bumper ad.

Similarly, Samsung’s bumper ad for their Galaxy S8 also draws the audience in instantly. This ad however is not as action packed. Instead, it emphasizes the beautiful design of the phone, showing off its infinity display and hd wallpaper. The ad is at a concert, showing that the phone will be able to capture unforgetable memories in top quality resolution.

One might “what can a brand say in six seconds?” well evidently they can say quite a bit! wouldn’t you agree?