bumper ads

Long Video Ads vs. Bumper Ads

Aug 26, 2020

Since the internet became available to the general public, brands and businesses have been using this digital space to increase their reach. The internet changed how all businesses operate, providing them with a new type of advertising. Digital advertising has taken priority in most businesses’ marketing campaigns. Most consumers conduct the majority of their shopping online, so it’s only natural that they would be more receptive to digital forms of marketing. It is projected that there will be 230.5 million online shoppers by 2021.

The scale of content available for online users to consume is virtually endless and comes in many forms. However, one channel reigns supreme over the rest: video. Cisco predicts that by 2021 82% of all internet traffic will be video. Businesses understand how vital videos truly are to their success, as about 82% of businesses reported using videos in their marketing campaigns.

As time has shifted, the internet continues to fill with more and more content. Users’ attention spans have only gotten smaller. This has created an issue for many marketers. Traditional video ads of 30 seconds to a minute are losing their impact. Fewer users are interested in viewing these ads, which has led many marketers to condense these ads into much smaller six-second bumper ads.

Bumper ads have gained immense popularity over the past year, as Google has even created a Bumper Machine to help businesses.

What are Bumper Ads?

Traditionally, YouTube allows ads of about 15- or 30-seconds ads before, during, or after a video. However, viewers’ patience has only gotten smaller as time has passed. Many longer ads are now skippable, prompting consumers to ignore any message they briefly see. However, bumper ads provide marketers a chance to get their message across without disrupting a user’s experience.

Bumper ads are six-second ads that appear before a YouTube video plays that cannot be skipped. Their short format is perfect for reaching a greater number of people and increasing brand awareness.

Bumper ads are short and concise, conveying your message quickly and clearly. Other ads, like overlay ads, skippable, and non-skippable ads, provide you more opportunities to further explain your product or services in more detail.

You can run them on their own or in conjunction with other ad campaigns. Regardless, their impact has been recognized.

Benefits of Bumper Ads

Outside of the idea that consumers’ attention spans are getting smaller, utilizing bumper ads has proven to have a positive impact on your business. Some of the benefits of using these ads include:

Creating Bumper Ads

It’s important to note that Google’s Bumper Machine provides marketers with multiple options to choose from that it thinks work the best. Then it’s up to you to take those and choose which works best for you. However, you don’t need to rely on Bumper Machine to create all of your ads. You can make them on your own.

Here are some helpful tips in creating bumper ads:

As the internet becomes more and more populated, marketers are beginning to adapt to the behaviors of consumers. The practically endless wealth of content and information available to consumers has led to a narrowing of attention spans, according to researchers at the Technical University of Denmark, which has led marketers to focus resources on creating short, six-second bumper ads. If you are interested in improving your reach and brand recognition through video advertising and more, contact ARYU Advertising today.

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