Or copy link
In today’s world of online advertising, bumper ad duration (bumper ads) plays a crucial role in capturing viewers’ attention in just a few short seconds. With the rapid pace of content consumption and intense competition on platforms like YouTube, clearly understanding and optimizing bumper ad duration is the key for brands to convey powerful messages, make a fast impression, and drive brand awareness more effectively than ever. Let Adsupport guide you through the duration and methods of running bumper ads on YouTube.
Bumper Ads are a form of concise, short video advertisement, typically with a maximum duration of only 6 seconds, and notably non-skippable by viewers. This ad format is designed to deliver a message quickly and create a strong impact, often displayed before, mid-roll, or after another video on YouTube or Google’s video partners. Despite their brevity, bumper ads have the capacity to significantly increase brand awareness thanks to their ability to appear continuously and their high reach. With a duration of just a few seconds, businesses are compelled to focus on a single, succinct, and compelling message to engrave it into the viewers’ minds.
Not every campaign requires long-form advertisements. In many cases, bumper ads are the ideal choice, especially when you aim to:
Bumper ads are a powerful tool in a video marketing strategy, helping businesses both save costs and maximize brand recall in the customer’s mind in an instant.
Bumper Ads are a form of short, non-skippable video advertisement, typically appearing before, mid-roll, or after a main video on platforms like YouTube, TikTok, or websites that support video ads. Each ad video lasts a maximum of 6 seconds, designed to deliver the message as quickly, concisely, and impressively as possible.
The highlight of bumper ads is that viewers cannot press “Skip”, ensuring your brand gets 100% viewability for the entire playback duration. Therefore, this format is perfectly suited for campaigns focused on increasing brand awareness, introducing new products, or boosting the frequency of ad message recall.
When users watch a video on the platform (e.g., YouTube), the bumper ad is automatically displayed before the content and is billed under the CPM (Cost Per Mille) model—the cost for every 1,000 impressions. Due to their short duration, bumper ads do not aim for direct conversion but focus on imprinting the brand image into the minds of potential customers.
The cost of bumper ads depends on several factors, including:
On average, the CPM cost for bumper ads typically ranges from 20,000 – 80,000 VND per 1,000 impressions, depending on the platform and targeted region. However, the strength of this format lies in its extremely high brand awareness efficiency at a relatively low cost compared to longer video ad formats or skippable ads.
Overall, bumper ads function as a “quick touchpoint” in a multi-channel communication strategy, allowing businesses to appear briefly but memorably, ensuring viewers still remember the brand even after just a few seconds.
To deploy an effective bumper ads campaign, advertisers need to clearly understand each step of the setup process. Below is a detailed guide to help you optimize every stage, from campaign creation to ensuring the ad is displayed to the correct target audience.
First, log in to your Google Ads account. On the main interface, select the “All Campaigns” tab → click the “+” sign to create a new campaign. Next, choose “Create a campaign without a goal’s guidance,” then select the Video campaign type and click “Continue.” This step gives you the freedom to customize campaign elements without being restricted by the system’s default goals.
Name your campaign to be memorable and accurately reflect the product or goal. In the Bidding Strategy section, change from Maximum CPV to Target CPM – this is a mandatory requirement as only the CPM format applies to bumper ads. Next, set your budget as a daily or total campaign budget, depending on the scale and your affordability. Select the country, language, and display network, and it is recommended to uncheck “Video Partners” to increase control over ad placements and ensure the ad only appears on YouTube.
If you have set up conversion tracking, enable the option “Use account-level conversion setting.” This helps Google Ads automatically record campaign performance, thereby optimizing ad distribution for audience groups with a higher likelihood of conversion.
Depending on your strategy, you can allow display on all devices or limit it to mobile only if you are targeting frequent smartphone users. For example, for a mobile application product or a quick ordering service, displaying on phones will significantly boost interaction effectiveness.
One of the crucial elements when running bumper ads is to avoid annoying the viewer. Therefore, you should limit the display frequency to a maximum of 5 impressions per day per person. This both helps save costs and prevents the ad from being seen as “spam,” which could lead to user aversion.
Accurately identifying the audience is the key to a successful campaign.
Select the appropriate age, gender, geographic location, and interests for your product.
For instance, if you are advertising high-end watches, you should exclude the 18–24 age group, as this group has a low conversion rate for expensive products.
Enter your Target CPM (e.g., 3,000 VND per 1,000 impressions). If the ad is not achieving the desired impressions, slightly increase the CPM price to expand the distribution scope. Conversely, if the campaign is spending too quickly, you can adjust the price down to optimize the budget.
Upload the video ad with a duration of no more than 6 seconds to the system. Fill in all necessary information, including the Final URL, an attractive headline, and a Call-to-Action (CTA) such as “Learn More,” “See More,” or “Order Today.” Before finalizing, remember to preview the ad on both desktop and mobile to ensure it displays correctly and makes a strong impression on viewers.
Bumper ads are one of the shortest yet highly effective forms of advertising when deployed correctly. With a duration of only 6 seconds, advertisers need to leverage every moment to convey a clear, impressive, and engaging message to the viewer. Understanding the duration regulations, how to optimize content, and setting up a proper campaign will help you create bumper video ads that yield maximum performance for your brand.
Contact Info
Are you in need of Facebook advertising or need to rent a quality Facebook advertising account? Don’t worry! Adsupport is a unit specializing in providing reputable Facebook accounts, as well as direct advertising support. Provides all types of advertising accounts such as rent facebook ads account to help you reach and create fast conversions.
Frequently Asked Questions
The maximum duration for a bumper ad is 6 seconds, and viewers cannot skip the ad during this time.
Not entirely. Bumper ads are best suited for campaigns focused on increasing brand awareness, promoting events, or short, concise messages. For products that require detailed descriptions, you should combine them with TrueView video ads for better overall effectiveness.
You must be logged in to post a comment.
