How Should My Small Business Use YouTube Bumper Ads

YouTube’s bumper ad platform is a six-second, unskippable video ad that plays before a YouTube video. The idea of a bumper ad is not new — the same concept has been used with traditional network TV advertising for years.

Consider YouTube bumper ads as a compliment to your campaign, rather than a replacement. The idea is that you could run a YouTube campaign centered on a longer video, then use the brief bumper ads to reinforce the message or reach more viewers.

YouTube Bumper Ad Benefits

  • 6-second videos
  • Ideal for driving brand reach and frequency
  • Cross-platform – runs across desktop and mobile

How Should I Use YouTube Bumper Ads

Due to their short length, bumper ads are best for creating brand awareness and extend brand reach.

In contrast, YouTube video ad formats like overlay ads, skippable, and non-skippable video ads are better for longer ad spots that dive deeper into your product features and benefits.

Doug Burton, CEO of Solvv Creative an advertising agency in Madison, WI, recommends running bumper ads in combination with TrueView Ads to increase campaign effectiveness. For example, showing TrueView ads to first-time viewers and then continuing to show these same viewers bumper ads to increase frequency.

Contact us to discuss how YouTube bumper ads with an actionable click goal can target your specific customer base.

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