Best Practices for YouTube Bumper Ads
Bumper ads are 6 seconds or shorter YouTube video ads that enable marketers to reach more people and boost brand awareness by showing short but memorable messages. Bumper ads are unskippable, and are considered very effective, especially for smartphones when users are viewing videos on the go.
Although there is no known best recipe for creating perfect bumper ads, the following tips can help you make better bumper ads for your YouTube campaigns -
Be Focused
Bumper ads just provide 6 seconds to marketers to convey their messages. You cannot fit all of the elements of long-format video ads such as little story, service or product info, offer, tagline, branding, etc. into the 6 seconds format. So, rather than creating a mess, just focus on what you really want to communicate to consumers. Bumper ads perform well when they are a part of your YouTube contextual targeting strategy. This further strengthens the importance of creating a focused bumper ad.
Begin Ad with a Striking and Clear Signal
It is a good practice to begin your ad with a clear and striking visual signal. It will help viewers to orient themselves towards your ad and will clue them that they have entered into your brand’s space. This approach will also prevent users from getting confused.
Include Impactful and Memorable Elements
Whether you cut down an already created 30 seconds video ad into 6 seconds or create a new video, always include those elements that makes your ad powerful, impactful and memorable. Keep in your mind that your 6 seconds bumper ad can also act as an amplifier for your other advertising campaigns. You can even create great bumper ads by using simple approaches such as using a striking headline along with a captivating piece of music.
End Your Ad with a Final Thought or CTA
Ending your ads abruptly will not serve the purpose of your YouTube video campaign and will also leave your viewers confused. It is important to provide your viewers a clear-cut final thought or call to action (CTA). You can use around two seconds of your ad for this purpose.
Create a Series of Bumper Ads
Some of the highly successful YouTube campaigns go beyond a single bumper ad to a series of them. This help marketers present different facets of a brand’s message to viewers. Creating variations of a bumper ad reinforces the message it wants to convey and cast a high impact on viewers, while allowing the ad to keep fresh. Building in series not only allows pulling viewers fast, but also enables marketers to apply different ideas while using the same ad format.
Bumper ads offer a great way to marketers for accomplishing their YouTube ad targeting goals as they can be used singly, combined together to unfold a big story, or used with other video ad formats to amplify them.
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