It is a great challenge today for marketers to create content that captures the attention of viewers. Even more so when it comes to advertisements. Whether a user has fallen down a dark YouTube hole or they are just jumping on their phone to watch one video, it's equally as hard to get someone to pay attention to your ad.
Google recognized this trend of decreasing attention spans back in 2016 and developed a new type of ad called a "bumper ad." In Google's word, the bumper ad is "a six-second video format ideal for driving brand reach and frequency. They are available through Google Ads as an add-on to traditional campaigns and sold on a CPM basis. Bumper ads can both extend the reach of an existing campaign and complement broader messaging."
These ads are not skippable and perfect for reaching people viewing content in a hurry or on the go. And with the limited time allotted for this ad, they work best as brand or product awareness campaigns instead of as a product launch ad. It's critical that the ad be instantly captivating to be effective.
Bumper ads are short but have proven to be extremely effective in generating brand awareness. It seems to be less of a question of whether or not these ads are effective, rather how confident you are in your abilities to create a captivating ad in 6 seconds.
If you're willing to take on the challenge of a 6-second ad, check out the infographic below to learn everything you need to know about bumper ad design.