Definition of Bumper Ad

A bumper ad is a short, non-skippable video advertisement that typically lasts around six seconds. It plays before, during, or after a viewer’s chosen online video content, primarily on platforms like YouTube. Their brevity and concise messaging make bumper ads ideal for increasing brand awareness and recall in a cost-efficient manner.


The phonetic pronunciation of the keyword “Bumper Ad” is: /ˈbʌmpər æd/

Key Takeaways

  1. Bumper ads are short, 6-second non-skippable video ads that ensure high impact and brand exposure.
  2. These ads are ideal for increasing brand awareness and are particularly effective when coupled with longer ad formats.
  3. Bumper ads have a cost-per-thousand-views (CPM) bidding system, making them a cost-effective solution for advertisers looking to reach a broader audience.

Importance of Bumper Ad

The digital marketing term “Bumper Ad” is important because it refers to a short, non-skippable video advertisement format that effectively captures the audience’s attention within a limited time frame, usually 6 seconds.

Bumper ads play a significant role in building brand awareness, expanding reach, and increasing the overall impact of advertising campaigns.

By complimenting longer ad formats and incorporating memorable, concise messages, bumper ads offer marketers an efficient and cost-effective way to engage viewers on various platforms, particularly on mobile devices and social media.

Consequently, they help businesses to maximize their online presence, drive consumer engagement, and ultimately boost sales and ROI.


Bumper ads serve a unique purpose within the realm of digital marketing, as they strive to capture and maintain the attention of users in an increasingly saturated digital advertising landscape. Often no more than six seconds, these short-form video ads are designed to convey a compelling message in an easily digestible format.

Typically employed as part of a larger marketing strategy, bumper ads can significantly enhance brand recall and awareness by delivering a targeted message in a short time span. These bite-sized clips are specifically crafted for the limited attention span of modern audiences, making them particularly well-suited for the mobile-driven world where consumers often scroll through content rapidly.

Bumper ads are most commonly used on video-sharing platforms, such as YouTube, where they play before, during, or after the main video content. This placement ensures maximum visibility, as viewers are likely already engaged with the platform and are more willing to pay attention to a brief ad.

Due to their brevity, bumper ads can also be incorporated into a campaign with minimal intrusion on the viewer’s overall experience, thus minimizing the risk of ad fatigue. As a result, advertisers are able to strike a balance between brand exposure and user-friendliness, effectively capturing the viewer’s attention and driving a stronger connection between the consumer and the advertised product or service.

Examples of Bumper Ad

Coca-Cola: In 2016, Coca-Cola created a series of 6-second bumper ads for their “Taste the Feeling” campaign on YouTube. These bite-sized ads showcased the brand’s signature product in various situations, such as a girl enjoying a cold coke after a run or a group of friends clinking bottles together, effectively capturing the essence of the Coca-Cola experience in just a few seconds.

Spotify: Spotify, the popular music streaming service, uses bumper ads to promote their premium subscription service on YouTube. One example of a bumper ad features a dancing couple interrupted by a sudden ad on free streaming, with the visuals then switching to a couple enjoying uninterrupted music with Spotify Premium. In just 6 seconds, the ad captures the frustration of ads during streaming and highlights the benefit of upgrading to their premium service.

Doritos: Doritos utilized bumper ads during the 2018 Super Bowl to promote their “Blaze” flavor. The ad features Peter Dinklage dressed in cool attire, showcasing a brief, fiery action sequence with Doritos Blaze. The quick, attention-grabbing ad created buzz on social media platforms and showcased the new flavor’s intensity in a concise, engaging manner.

Bumper Ad FAQ

What is a Bumper Ad?

A Bumper Ad is a short, non-skippable video advertisement that typically lasts for six seconds or less. These ads are designed to quickly capture the attention of viewers and can be used in a variety of digital platforms, including YouTube and social media channels.

What is the main goal of a Bumper Ad?

The main goal of a Bumper Ad is to create brand awareness and convey a simple, memorable message in a very short time frame. Because of their brevity, these ads are best suited for promoting a single key idea or aspect of a product or service, rather than giving detailed information.

How are Bumper Ads different from other video ads?

Bumper Ads differ from other video ads in two main ways: their length and their non-skippable nature. Most video ads can be anywhere from 15 seconds to several minutes long, while Bumper Ads are limited to six seconds or less. Additionally, Bumper Ads cannot be skipped by viewers, ensuring that your message will be seen by your target audience.

Where can I place a Bumper Ad?

Bumper Ads can be placed on various digital platforms such as YouTube, video streaming services, social media channels, and mobile applications. They are often used in conjunction with other ad formats as part of a comprehensive digital marketing strategy.

What are the benefits of using Bumper Ads?

Some benefits of using Bumper Ads include increased brand awareness, cost-effectiveness, and ease of creation. Because they are short and concise, Bumper Ads can effectively convey a message in just a few seconds, allowing you to reach a large audience at a relatively low cost. Additionally, their short format makes it easier for businesses to create compelling content without the need for high production value.

Related Digital Marketing Terms

  • Short-form Video Advertising
  • Non-skippable Ads
  • YouTube Advertising
  • Brand Awareness
  • Cost-per-thousand Impressions (CPM)

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