Understanding The Potential Of Bumper Ads to Maximize ROI

Nov 1, 2017 4:36:05 AM

We are all familiar that the average attention span of a human being is just about 8 seconds.

The content that is being produced by businesses literally amounts to being infinite and that’s not an exaggeration.

There is no dearth of content in any niche be it blogs, e-books, or videos.

You really need to stand out and be remarkable with your content marketing efforts. It’s essential to tell your brand story in a really short span of time!

That seems like a huge challenge for all marketers and business owners out there.

Or is it?

So what is the solution?

While you are consistently producing great content, you can also break through the clutter using paid commercial ads on Facebook, YouTube, Twitter, and LinkedIn etc.

Here is a detailed guide on creating high-converting video ads on LinkedIn!

Paid advertising or video ads let you choose your target audience according to their demographics such as age, location, profession, and gender along with their preferences and behavior.

But wait.

91% of people say ads are more intrusive today than two years ago.

Now what?

YouTube came up with a 6-second ad format called the YouTube Bumper Ads that gives you the opportunity to create short brand stories and get noticed.

  1. What exactly are YouTube Bumper Ads?
  2. Why is everybody else following suit?
  3. What are the key benefits of using YouTube bumper ads?
  4. How much do bumper ads cost? 
  5. Tips to make your Youtube bumper ads work

So what exactly are these YouTube Bumper Ads?

YouTube Bumper Ads are 6-second non-skippable video ads that appear before viewers watch their desired videos.

They can be used to quickly reach a huge volume of potential customers while leveraging the power of targeted advertising.

YouTube Bumper Ads are effective because they give businesses an opportunity to deliver a message within a short format, allowing them to capture attention and generate more conversions.

Why is everybody else following suit?

The shorter ad format is being considered ideal, to reach out to Millennials and Gen Xers whose attention spans are declining very fast.

After a year of the bumper ad format, most advertisers have found it a profitable proposition for their business.

Take a look at these YouTube Statistics:

  • YouTube found that 90% of advertisers saw a lift in ad recall after it tested 300 mobile bumper ad campaigns.

  • YouTube saw a 70% quarter-over-quarter (QoQ) increase in advertisers running 6-second ads since Q1 2017

  • In early tests, Bumper Ads drove a strong lift in upper-funnel metrics like recall, awareness, and consideration. We also see that Bumper Ads on YouTube work well to drive incremental reach and frequency when paired with a TrueView campaign

Eric Shanks, Fox Sports President from The Fox Network also announced that it would facilitate the six-second ad format, stating:

"When the six-second ads are placed in unique positions, it has the potential to gain even more attention than a traditional unit." 

Facebook too is working on a 6-second ad format.

A whopping 87% of Facebook’s revenue comes from mobile advertising.

The six-second ad format is being seen as more suitable for a mobile audience.

Facebook will soon be starting off with original programming content after which it will be launching the six-second ad format.

What are the key benefits of using YouTube bumper ads? 

Bumper ads are being termed as short snackable video content that works well for a mobile-savvy audience.

The biggest advantage of bumper ads for advertisers is that they are non-skippable ads. It creates a win-win situation for all - advertisers, publishers, and the audience.

The publishers are happy because they will get paid for sure. The audience is watching an ad that’s shorter and non-interruptive, so they are happy too.

Here are some of the key benefits of using YouTube Bumper Ads:

  • Reach a Wider Audience - With YouTube Bumper Ads, you can reach a wide audience that is interested in your product or service. You can target people based on their demographics, interests, location, and other factors.

  • Low Cost - YouTube Bumper Ads cost significantly less than other video ads on YouTube or other platforms. This makes it ideal for companies with limited budgets for advertising.

  • Increased Visibility - When used properly, YouTube Bumper Ads can increase visibility for your brand and help to increase engagement with potential customers.

  • High-Quality Ads - YouTube provides high-quality videos with great production values which ensure that your ad stands out from the competition.
Explore our blog for tips to start and grow your YouTube channel.

How much do bumper ads cost?

YouTube Bumper Ads typically cost around $7-$10 per 1,000 impressions (CPM), depending on the target audience.

Additionally, you can also choose to bid for cost-per-click (CPC) or cost-per-view (CPV).

The exact amount that you will have to pay depends on the type and size of your campaign, as well as other factors such as geographical location and competition in the market.

Depending on these variables, you may end up paying more or less than this range.

An important thing to note here is that YouTube requires a minimum budget of $100 per day.

Therefore, if you are planning to run a short but effective campaign for just a few days then make sure that you are willing to spend at least $100 or more daily so that it can produce results for you.

Tips to make your Youtube bumper ads work

The Bumper Ad may be a tricky nut to crack. But, you can surely create an awesome bumper ad campaign and get the desired ROI. You just need to have the right strategy in place.

Here are some tips:

1. Keep Your Message Simple

A bumper ad is short and you need to convey your idea in just six seconds. Your message should be just enough to convey your business idea.

It should be clear and concise and should be able to deliver your business idea in an interesting way.

2. Understand the context

Your Bumper Ad must create a desire for the product.

It may or may not glorify it, but you must ensure its value proposition is clearly highlighted.

You need to make sure that it is more understandable and attractive.

3. Create a Series

The bumper ad gives you an opportunity to create an interconnected series of ads.

You could have an element of surprise in the initial few ads and then reveal the product in the end.

You could take a thematic approach to your series or tie them all in a story.

The idea is to get your viewers to get hooked and improve your product and brand recall.

A report from Salesforce had this to say:

"Marketers focus on delivering exceptional customer experiences in real-time, despite challenges in aligning teams and data sources."

Video advertisements can be a great way to deliver exceptional customer experiences in real time. 

By tailoring video ads to their customer's interests and preferences, marketers can improve engagement, increase conversions, and strengthen brand loyalty.

Additionally, with the availability of advanced analytics and tracking tools, marketers can measure the effectiveness of their video ads and make data-driven decisions to optimize their campaigns.

You can also check out pre-roll ads.

4. Know your Emotion

Your YouTube Bumper Ad should focus on a single emotion.

The more focused your idea and the emotion, the higher its chances of striking a chord with the target audience.

Here is how you can bring joy to your brand audience with the best 3D cartoon advertisements.

Also, check out how you can grow your educational youtube channel with animated videos.

Check out this Neil Patel Blog for more ideas on Youtube ad creatives.


According to Salesforce's 2023 State of Marketing Report, marketers are adapting their priorities to meet the industry's ever-changing landscape more than ever.

In addition to this, marketing organizations are reported to be leading customer experience (CX) initiatives.

Video is one of the most flexible mediums for delivering high-quality customer experiences to a range of audiences relevant to your brand.

It's engaging, highly customizable, and can be delivered to an enormous range of audience profiles across a diverse range of channels.

If you need video content for your business, you can find out more about our services here.

With YouTube Bumper Ads, marketers can leverage data-filtering tools to gain valuable insights into the trends and challenges of their target audience.

By delivering targeted messages that resonate with specific segments of the market, Bumper Ads can help businesses increase conversions and maximize their return on investment.

With its six-second, non-skippable format, Bumper Ads provide an efficient, yet effective way to reach potential customers on the YouTube platform.

By staying ahead of industry trends and data analytics, marketers can tune their Bumper Ad strategy for better ROI and stay competitive in the dynamic marketing landscape.

Go out there and create your brand story in six seconds and run it as a YouTube Bumper Ad and you’ll surely profit from it.

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