About YouTube:

Youtube has over has over a billion users and according to studies over 45% of people watch over an hour of Youtube videos a day. More than 500 million hours of videos are watched every day on Youtube. Due to this huge and ever-growing audience, Youtube came up with the idea of using bumper ads at the start of videos.

Bumper ads:

Bumper ads are six-second ads that try to tell a compelling story and grab the attention of the viewers. These bumper ads are supposed to make an impression. They need to incorporate an important message within these six seconds. They must feel the brand message and experience. When it comes to advertising using bumper ads brands must keep it simple so it can be easily taken in by the viewer. You must include the most precise elements into the bumper ads so it gets taken in by all viewers. An example of a great bumper ad is shown below:

 

Key aspects of bumper ads:

According to Smart insights, you must define your campaign with the bumper ads. The viewers must quickly understand what’s being advertised and what brand it is, that’s why defining your ad campaign is important as you don’t have time to mess with.

You must also structure your ads so your specific message is conveyed and that you capture the viewer’s attention. The message in the ad must consist of this type of structure:

1. Attract- Use of humor and imagery
2. Brand- What the brand means e.g. its service
3. Connect- using an emotional connection
4. Direct- What the user should do e.g. search/buy

These YouTube bumper ads are a powerful online tool that turns prospects into customers and it creates but online and offline conversations all through a six-second ad on YouTube.

Why bumper ads?

As people all around the world watch over a billion hours worth of YouTube content every single day, this gave businesses/brands new opportunities to advertise. It’s the perfect way to deliver brand messages quickly and effectively. Bumper ads produce a significantly higher lift on ad recall. Googles research found 70% of bumper ads drove a significant lift of brand awareness, these can be conveyed on both mobile devices and on a desktop. Bumper ads don’t waste your time as a viewer and they are perfect as they can be displayed in the go.

https://www.youtube.com/watch?time_continue=5&v=qeT9nw9dfi8

 

YouTube effectiveness:

When it comes to viewers on YouTube they are very active and engaging with ads and what they see on the screen in front of them. This is why relevance is key as once you get to your right audience these bumper ads will begin to work their purpose and create brand awareness, thus allows you to respond with the right message and have a successful bumper ad campaign.

From what I’ve studied, its all about ad awareness and ad recall. Pulling in and attracting consumers through a bumper can be difficult but through sight and sound, it can be achieved.

According to Think with Google, they really stress that these ads can be most effective when there are based on a single, simple purpose. Bumper ads are designed to reach viewers in moments when they’re receptive to a quick, focused message. This point alone highlights and sums up YouTube bumper ads. They also think that brands should have a little showcase for their products in these bumper ads, which allows for ad recall and adds to the brand story. Ensure that your product features prominently on the screen. An example of this can be seen below:

 

Conclusion:

Overall, you have to make the most of these six seconds when it comes to these YouTube bumper ads. From what I’ve learned the message conveyed in these videos must be simple and to the point. Consumers must remember and take away something from these ads whether its the image of the product, imagery or the brand logo. All must be conveyed in a way that benefits both the brand and consumer.