Cummings Creative Group

Google Announces “Bumper Ads” for YouTube – Here’s Why We Love Them


Google has officially taken Bumper Ads out of beta and is unleashing them to all advertisers starting in May. What are Bumper Ads? These YouTube ads are pre-roll and only six seconds long, which Google found to be the optimal length in holding user attention and not overstaying its welcome.

Here are a few reasons why we love Bumper Ads:

  • Vine videos are limited to six seconds and Vine is 100,000,000 users strong with half a trillion “loops” watched each year. This shows users have an appetite for micro content.
  • YouTube previously had no-skip pre-roll ads that were five seconds long, so this actually makes them one second longer for a little more freedom.
  • They are CPM based and you still have full control over what you’re willing to pay. Not to mention you control the audience targeting, the geo areas, and even what time of day your ads will appear.
  • Google’s beta test showed strong results: “In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign.”