There are few things a person can do in six seconds: take a deep breath, get a glass of water. Finish reading this sentence. In a world of instant rice and TikTok videos, six seconds doesn’t seem like a long time. However, as a marketer, I would argue it is just enough time if used wisely. If your marketing goal is to increase reach or brand awareness, your six-second key to success is YouTube bumper ads.
These ads are non-skippable pre, mid, or post rolls shown on YouTube and other Google Video Partner websites and apps. And you guessed it, they last precisely 6 seconds.
YouTube Stats
YouTube has over two billion logged-in monthly users, with 16% of the traffic coming from the United States alone. Based on a study Google conducted in 2020 among individuals aged 18-64, 70% reported buying from a brand they saw on YouTube. These numbers tell the story of a platform with tremendous potential for advertisers. While the advertising potential of YouTube is something to be considered, another thing to keep in mind is how 75% of people report habitually skipping ads without even looking at them. This is why non-skippable alternatives exist among longer but skippable video ads.
Setting Up Bumper Ad Campaigns
Like all other ads on YouTube, bumper videos are connected to your Google Ads account, since Youtube is a Google service. They are set up like any other YouTube ad and do not require additional inside knowledge. You can choose to use “discovery” or “brand awareness” as goals or not add a goal when setting up your campaigns. Otherwise, there are no additional caveats with setup.
These ads function on a CPM basis, which means you pay per one thousand impressions – each time your video is shown to one thousand people. This pay model is different from pay-per-view ads. When a user skips your ad on YouTube, you, the advertiser, are not charged for it being shown. With an unskippable ad, you would be charged every time, effectively sending your budget through the roof. Thankfully, this is not the case with bumper ads.
Creation Process
It is best to set up your bumper ad campaigns with a single goal in mind. Choose one service or product to showcase and create memorable content around it. Because these ads are short, the message needs to be concise and distinct. When designing these ads, you should state your value proposition as clearly as possible, supporting it with simple visuals, text, and narration.
Text is convenient for users who aren’t actively listening but are looking at their screen. Alternatively, the use of narration applies to individuals away from their screens but can still hear the ad. Your ad creative should be simple enough for the human brain to understand and digest in 6 seconds.
This is important because our brains can quickly become overwhelmed, making it harder to recall information – a.k.a. forgetting your ad altogether. Stick with simple facts and end with a simple call to action like “visit our site” or “try this new service in your area!”
You might be tempted to reuse an existing ad and cut it to 6 seconds. This is a bad idea due to the ads’ format. Longer ads have the luxury of time to tell your story. These ads don’t, so copy-pasting from your existing content can make them look sloppy.
Best Use for Bumper Ads
While these ads are not an easy way to get leads or conversions, they work well for what they are designed to do – increase your reach and brand awareness. Think of it as an elevator ride where you and your potential client are stuck together with no escape until the next floor, only maybe a little less dramatic. The point is, this is your time to tell them about the one unique opportunity, service, or product your company offers. If you use this time well, you might get yourself a deal before making it to the lobby.
Art Unlimited is here to help with all of your digital marketing needs. Our skilled experts are ready to meet your goals and help you reach your customers in the right place at the right time, elevator or not. Connect with us for professional and reliable marketing.
