Explain the pros and cons of bumper ads and how to use them !

When most people think of YouTube ads, they think of TrueView ads, which are skippable ads. The bumper ads introduced this time are different from those ad formats, as they combine the best of both web ads and TV commercials.

In this article, we will explain the characteristics of bumper ads and the advantages and disadvantages of using them. We will also introduce the points of utilization.

bumper ads

Table of Contents

What are bumper ads?

What are bumper ads?

Bumper ads are one of the video ad distribution formats on Youtube, and are 6-second non-skippable video ads that play before, during, or after another video . For users, it may be said that it exists like a TV commercial that is forced to be shown.

The main difference between in-stream ads and bumper ads, which are the mainstream in YouTube ads, is whether they can be skipped or not.

Features and Benefits of Bumper Ads

Bumper ads may seem similar to TV commercials because they are ads that are forcibly delivered to an unspecified number of viewers, but in fact bumper ads have a decisively different mechanism from TV commercials. There are 3 points.

  • Appeal in a very short time frame of 6 seconds or less
  • Ability to identify distribution channels within YouTube
  • Linking with discovery ads is useful

Let’s take a closer look at each.

Appeal in a very short time frame of 6 seconds or less

TV commercials usually have a relatively long length of 15 seconds or 30 seconds, but bumper advertisements are short at 6 seconds and are characterized by the fact that they are relatively difficult to stress viewers.

Ability to identify distribution channels within YouTube

It is also attractive that it is very compatible with the Google Preferred campaign.

The Google Preferred campaign is a system that allows you to identify YouTube channels with high engagement and purchase ad space for those channels.

With Google Preferred campaigns, you can place your video ads on YouTube channels that are highly specialized and have high viewer engagement.

Linking with discovery ads is effective

Bumper ads are also known to be compatible with ‘Discovery ads’, which is the same YouTube ad delivery format.

For more information, please refer to this article. Discovery Ads is a video ad distribution format on YouTube, and is a video ad that is displayed on YouTube’s search results screen, the Related Video Space, and the Display Network .

Discovery ads are video ads that are delivered by a viewer’s active action of “clicking”, so they are said to be effective ads for users who are in the stage of comparison.

Bumper ads can be used to raise awareness and remarket to nurture prospects, while discovery ads can be used to close prospects in the consideration stage.

Bumper ads may seem to be an ad distribution method similar to TV commercials, but by distributing ads based on the above three mechanisms, it is possible to distribute ads with fine-tuned targeting. It is.

How do you charge for bumper ads?

So how much does bumper advertising cost?

Bumper ads use a pay-per-impression system, where advertising costs are charged for every 1,000 times the ad is displayed.

For example, if the cost per impression is 500 yen, the ad cost is 500 yen for 1,000 impressions, so the calculation is 0.5 yen per impression.

Procedure for posting bumper ads

  1. Prepare video for advertising
  2. upload video to youtube
  3. Ad settings from your Google Ads account
  4. Advertisement delivery will start once the review is passed.

Among them, I think that 3 is the most difficult part, so I will explain in a little more detail.

3-1. Log in to your Google Ads account.

3-2. After logging into your Google Ads account, click the Campaigns tab.

3-3. Select “Video” from the “+ Campaign” tab.

3-4. Set “Campaign name”, “Network of destination”, “Location”, etc.

3-5. When creating an ad group, set the “ad group name”, “budget”, “narrow down the users to reach” and “narrow down where to display the ad”.

3-6. In the video settings, set “Enter the URL of the uploaded video”, “Select the format of the video”, “URL of the website displayed in the ad”, and “URL of the website to go to when you click the ad”. Press the “Save” button.

Use cases for bumper ads

There aren’t many messages that can be conveyed in 6 seconds. The time limit of 6 seconds is probably the limit for conveying one message. That one message must be clearly understood and sent in a way that impacts the user.

In other words, it is no exaggeration to say that the quality of the advertising video determines the outcome. 6 seconds is shorter than you think. Ideas and ingenuity are necessary to make an impact on users in that short time.

Here are some ad videos that make good use of bumper ads.



This is a bumper advertisement for Heineken, a beer brand that is expanding around the world. In a short time of 6 seconds, it poses a “question” to the viewer and displays the search word of the site where you can see the continuation. It is a video content that firmly grasps the characteristics of bumper advertisements that need to compete in a short time.


This is an advertisement for an ointment that is sold in Japan, and it uses both numbers and illustrations to emphasize the product’s greatest feature, its small size, within a 6-second time span.



Needless to say, it is an advertisement for a global shoe manufacturer, but it is a very simple video. The world view of the brand is beautifully expressed in the 6-second scale.

What do you want to convey to your target? condense the message

You may think, “The playback time is short, so let’s focus on the impact so that it will be memorable,” but the important thing is to condense the message you want to convey to the target. Do you want to convey the goodness of the product, or do you want people to understand the world view? Further, think about what value you can deliver to your target audience by conveying your message. The video ads presented as examples are all simple and clearly present their message.

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