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.
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 advertising on Facebook, YouTube, Twitter, and LinkedIn etc.
Paid advertising lets you choose your target audience according to their demographics such as age, location, profession and gender along with their preferences and behavior.
91% of people say ads are more intrusive today than two years ago.
Youtube recently came up with a 6-second ads format called the YouTube Bumper Ads that gives you the opportunity to create short brand stories and get noticed.
Until YouTube announced the bumper ads in the year 2016, the standard ad duration was 30 seconds.
Initially, advertisers were baffled with the six-second ads format. They did not know how to fit in their brand message in just six seconds!
6 seconds is indeed a very short time to tell your brand story. If you look at it from an audience perspective, six seconds is very non-interruptive and a favorable format. But from the advertisers’ perspective, delivering an effective message may be a really tough nut to crack.
The shorter ad format is being considered ideal, to reach out to a 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 stats:
“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 strong lift in upper-funnel metrics like recall, awareness, and consideration. We also see that YouTube Bumper Ads work well to drive incremental reach and frequency when paired with a TrueView campaign,” -YouTube
The Fox Network also announced that it would facilitate the six-second ad format.
"When the six-second ads are placed in unique positions, it has the potential to gain even more attention than a traditional unit." -Eric Shanks, Fox Sports President
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.
The biggest advantage of bumper ads for advertisers is that they are non-skippable ads. So if a video is getting a lot of hits, the ad running on it will also get an equal number of hits.
It creates a win-win situation for all - advertisers, publishers and the audience. The advertiser gets the benefit because the whole ad gets seen. 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.
The idea behind the shorter ad format was to enable advertisers to get the maximum out of their advertising efforts.
Bumper ads are being termed as short snackable video content that works well for a mobile-savvy audience.
The Bumper Ad may be a tricky nut to crack. But, you can surely create an awesome bumper ad campaigns and get the desired ROI. You just need to have the right strategy in place.
Here are some tips:
A bumper ad is short and you need to convey your idea is just six seconds. Your message should be just enough to convey your business idea. It should be clear, concise and should be able to deliver your business idea in an interesting way.
This example of Mercedes is simple, straightforward and successfully creates an impact:
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.
Take a look at this example in which Amazon Prime promises super-fast delivery:
The following ad from Burn, an energy drink from Coca-Cola also does it pretty well in showcasing the punchy effect of the drink. Take a look:
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.
Take a look at this example of a series from Airbnb:
Here is the 2nd ad in the series:
The series cleverly shows awesome holiday experiences that one gets when booking with Airbnb.
Here is another beautifully executed series of ads from Audi Q7. The series intelligently showcases the character and styling of the vehicle.
Here is 2nd ad in the series:
Your YouTube Bumper Ad should focus on a single emotion. The more focused will be your idea and the emotion, the higher with its chances of striking a chord with the target audience.
Take a look at this animated bumper ad - the trailer of the movie Sing:
The short video ad showcases the extraordinary zeal associated with a singing competition that this movie is based on.
Here is another hilarious example from Chipsmore. The video surprises the audience and grabs their attention easily:
There are numerous examples of bumper ads which are doing very well and helping brands to get the desired ROI. Some brands are focussing more on the product while others are telling a simple story to get the message across in flat six seconds.
Take a look at this ad from Old Spice:
The ad showcases the key benefit of its product quickly and effectively. .Here is another example from Samsung:
The six-second ad is the number 1 on the YouTube’s 2017 leaderboard of bumper ads.
The following ad from Survey Monkey says it all in just six seconds. Have a look:
The video highlights some of the key value additions of the tool. A quirky background music and an effective Call-To-Action makes this an effective ad from the popular survey tool.
In the following video, Renault showcases the hands-free parking feature of its ‘Scenic’:
Here is another good example from Bacardi Cuba:
The six-second video does a great job at glorifying the product and building aspiration around it.
The YouTube bumper ad format poses a huge opportunity for your business. It helps you to showcase your products and services in just six seconds. These ads are non-skippable ads and ensure that your audience is going to view them for sure. These ads have proven to be more effective than longer format ads. They help you to get higher ad recall as well as a higher rate of conversion.
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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