Bumper Ads: 6 seconds that will take off your video marketing

Have you heard of Bumper Ads? The name may not sound to you, but we assure you that you have seen them.

Bumper Ads are those mini ads that you see on YouTube or on different pages that you cannot skip. This mini ad, these 6 seconds, can take off your videomarketing strategy .

Do you want to know how? In this post I tell you more.

What are Bumper Ads?

As I was saying, Bumper Ads are 6-second advertising videos that users cannot skip like the ones used in ads of Blue world city. Play before, during or after the videos that the user wants to watch on YouTube , sites web or partner applications on the Display Network .

These videos can help you reach more potential customers and are a great help to boost your brand . Let’s see how you can create them and what other advantages they have.

Advantages of using Bumper Ads

The scope is immense

YouTube has more than 1.5 billion users and is the second most popular social network, along with Facebook, imagine the enormous potential it has!

Take advantage of advanced Google AdWords technology

You can show personalized ads to specific targets , since it allows you to segment by interests, geographical areas, age, gender, marital status or economic income as seen in the marketing strategy of Capital Smart City Islamabad.

Boost your brand awareness

Because they can reach such a wide audience that, probably, you would only reach with a large advertising budget.

They are good for remarketing

Since the YouTube channel is connected to our Adwords account. According to Google : “Remarketing aimed at users who had seen TrueView ads and advertising bumpers produced a significant increase in the memory of the ad compared to those who were only exposed to TrueView ads, yielding an average increase of 42% in skip views and a 104% on paid views. ”

Brief and concise information

They allow condensing information and content thanks to its short duration.

They are cheap

They use CPM bids, that is, we will pay every time the ad is shown a thousand times.

Are not annoying

They do not bother the user, because they only last 6 seconds: the interruption is minimal.

They are not avoidable

Bumper Ads cannot be skipped, so make sure that the message reaches users.

You can add a complementary banner

You can include a complementary 300 × 60 banner to promote your products or services.

They have good performance

Bumper Ads have high performance on mobile phones.

Guide: Inbound marketing and online advertising

How to create Bumper Ads?

Now that you know more about Bumper Ads and everything they can do to improve your campaign, I leave you a video tutorial in which I explain the necessary steps to follow to create them from your Google Ads account:

If you still have questions, you can find more details on how to create them on the Google Ads help page . You will see that it is easier than you are probably thinking!

Bumper Ads: good practices to create your campaign

According to Think With Google , there are certain actions you can do to optimize your Bumper Ads:

  • Focus on one purpose: with ads that are only 6 seconds long, the strategy must be to communicate only one thing very well . You can focus on promoting a product or service, communicate a very good feature of your product or service, communicate your brand … Be really creative!
  • Present the product briefly and concisely: according to Google’s analysis, the most remembered Bumper Ads are those that include a product plan for the duration of 6 seconds.
  • Be creative and original: a clear, attractive and surprising message, music that captures the user’s attention, colors that catch …
  • Build ad series around the same theme as if they were different pieces of a puzzle. For example: count in 3 parts what you would tell in a 20 second ad.

Success stories

L’Oreal Paris

1. Objective

The aim of the Bumper Ads campaign was to increase the reach, improve brand recognition and achieve an increase in sales.

2. Advertisement

The announcement was to promote the launch of its “Stylista” range through the collaboration of 5 famous influencers . At the beginning, the campaign was going to be promoted through the social networks of the influencers, but they decided to take advantage of the graphic material they had produced by creating a Bumper Ads campaign.

3. Development

L’Oréal created a Bumper Ads campaign using the “video” campaign type with Google audiences, so you could get important information about your potential customer.

They included a conversion pixel to analyze website visits and used Brand Lift Survey to analyze the results. This way they were able to know the impact of their campaign in real time.

4. Results

The bumpers obtained more than 4 million impressions with a visibility rate of 96%.

They got 19,000 visits to the website after the publication of the bumpers, which confirms the engagement with the brand.

They achieved an increase in interest for the brand of more than 200% and an increase in the searches of the influencers participating in the campaign. How about?

Other success stories

Audi Q5: Ad series

The long ad (TrueView) focuses on bringing concepts that begin with the letter Q to the qualities of the vehicle. The Bumper Ads, in turn, focus on each of these qualities becoming pieces of a puzzle in the main story.


In this Bumper Ad, the Milka brand focuses on promoting its product by displaying three of its tablets in a very visual way with a single message “Milka, piece of flavor”. Clear, direct and concise message, ideal for the user to remember.

Surely now you can see the enormous potential that these 6-second videos have. Can you tell me in the comments section how would you do your Bumper Ad? What strategy would you follow? I will love to meet you!