What is a Bumper ad?

A Bumper ad is a short, non-skippable video advertisement format offered by Google Ads, primarily for use on YouTube. Bumper ads are designed to be brief, memorable, and impactful, as they are limited to a maximum duration of 6 seconds.

Key characteristics of Bumper ads include:

1. **Length**: Bumper ads are very short, lasting only 6 seconds. This concise format forces advertisers to deliver their message quickly and efficiently, making them ideal for capturing viewer attention in a brief timeframe.

2. **Non-skippable**: Similar to non-skippable in-stream ads, Bumper ads cannot be skipped by viewers and are played in their entirety before the main video content on YouTube.

3. **Objective**: Bumper ads are typically used to build brand awareness, reinforce messaging, or complement broader advertising campaigns. Due to their short duration, they are best suited for conveying simple, memorable messages or teasing longer-form content.

4. **Placement**: Bumper ads can appear in various placements on YouTube, including before, during, or after other videos. They can also be part of broader advertising campaigns that include other video ad formats, such as TrueView ads or display ads.

5. **Cost**: Bumper ads are typically sold on a cost-per-impression (CPM) basis, meaning advertisers pay for every 1,000 times their ad is shown, rather than on a cost-per-click (CPC) or cost-per-view (CPV) basis.

Bumper ads offer advertisers a unique opportunity to deliver concise and impactful messages to viewers in a non-skippable format. Their short duration forces advertisers to distill their message down to its essence, making them a powerful tool for capturing viewer attention and driving brand recall in a fast-paced digital environment.