3. Bumpers
Bumper video ads are short, impactful ads lasting 6 seconds or less. These non-skippable ads can play before, during, or after another video, offering more placement flexibility compared to TrueView ads, which are limited to appearing before the main content.
Why Bumper Ads Are Effective
Bumper ads combine the concise messaging of other ad formats with the reach and impact needed for effective branding campaigns. Designed to deliver memorable, bite-sized messages, they excel at reinforcing brand identity in just a few seconds. Their brevity ensures higher engagement, as viewers are more likely to absorb the message before moving on to the next content.
Cost and Bidding Model
Similar to Outstream ads, Bumper Ads operate on a target CPM (cost-per-thousand-impressions) bidding model. This means advertisers are charged based on the number of impressions rather than views, making them an excellent choice for campaigns focused on maximizing reach and visibility. According to a Google study, Bumper Ads deliver a “significant lift in ad recall,” underscoring their effectiveness in building brand awareness.
Call-to-Action and Campaign Objectives
While Bumper Ads can include a clickable call-to-action (CTA), they are primarily optimized for impressions rather than direct interactions. This makes them an excellent strategic tool for campaigns where visibility, recall, and memorability are the main goals. Whether launching a new product or creating anticipation for an event, Bumper Ads shine when quick, impactful messaging is required.
Opportunities for Music and Entertainment Brands
At DASH TWO, we’ve observed that Bumper Ads are often underutilized by music and entertainment brands, despite their potential to drive results. These short ads are perfect for teaser campaigns that build excitement before a larger rollout, such as a new album, movie, or event. For brands looking to maximize creativity in a short time frame, Bumper Ads offer a unique opportunity to connect with audiences quickly and effectively.
Best Practices for Effective Bumper Ads
- Focus on a Single Message: With just 6 seconds, clarity is key. Ensure your ad delivers one strong, memorable message.
- Use Bold Visuals: Eye-catching visuals and branding elements can make your ad more impactful and help with recall.
- Leverage Audio: Pair your visuals with a strong, memorable audio cue or tagline to reinforce your message.
- Create Teasers: Use Bumper Ads as a precursor to longer-form content, generating buzz and curiosity for upcoming campaigns.
Why Choose Bumper Ads?
For brands looking to make a big impact in a small amount of time, Bumper Ads are an ideal solution. Their brevity, coupled with the ability to target specific audiences, makes them an effective tool for raising brand awareness and driving recall. At DASH TWO, we’re experts at crafting Bumper Ad campaigns that deliver powerful results, helping your brand stand out in the crowded digital landscape.
