Bumper ads are a recent development in the marketing world. They are very brief marketing videos—just six seconds long. YouTube formally introduced them in 2016, and advertisers can now purchase them as an add-on service through Google Ads. Given the short attention span of the average consumer, these bite-size videos are already proving highly impactful.
The Purpose of Bumper Ads
Bumper ads are best suited to complementing an overall video marketing strategy, but they can also be used to broaden the scope of an existing campaign. Unlike longer videos, consumers don’t have the option to skip over bumper ads on YouTube. However, the short length of them keeps consumers satisfied, and gives advertisers the opportunity to reinforce brand awareness and build a stronger brand identity.
The Best Practices for Bumper Ads
Bumper ads require marketers to get creative in order to say a great deal in as few words as possible. If a traditional corporate video can be compared to an epic poem, then a bumper ad would be a haiku. However, a bumper ad shouldn’t be regarded as a condensed version of a 30-second ad. If you try to cram too much info into six seconds, the viewer will be overwhelmed, dissatisfied, and possibly confused. Instead, pick one concise message to convey in each bumper ad.
The Essential Elements of Bumper Ads
Short-form messaging requires out-of-the-box thinking. To make six seconds as impactful as possible, choose memorable messaging that involves comedy, voiceovers, or musical accompaniment. Figure out one emotion that you wish to trigger in your viewers. And remember to grab your viewers’ attention right from the start of the video.
No matter what length of video you want to create, you can turn to the expert team at Film Creations, Ltd. We are a full-service video production company serving Tucson, with sophisticated editing tools and full audio recording capabilities. Get in touch today at (520) 624-4444!