Perfecting YouTube's 6-second bumper ad format

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Perfecting YouTube's 6-second bumper ad format
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Introduction
One of the most important parts of YouTube
advertising is the six-second bumper format. This
is the video that plays for just six seconds
before your content and it cannot be skipped.
This means in just 6 seconds you have to find a
way to get your message across to your audience.
While this may sound like a tall order, many
brands manage to do it extremely well and reap
the benefits of this popular and interesting ad
format. Let's explore it in more detail to
discover how you can make your bumper more
compelling.
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Contextualize the placement
Here's something your ecommerce advertising
agency and a digital agency should inform you
about. You can choose which videos you want to
target with your ads, this way you will ensure
that your product stays relevant depending on the
kind of content being watched. For example,
suppose you wish to run a bumper for the best
cricket bats out there. You may choose to run
this ad only before cricket content on YouTube
since a person searching for cricket is far more
likely to be a player themselves.
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Grab attention
Many of us tend to filter out ads and their
messaging even if they are playing right in front
of us. Truly great bumpers are those that manage
to grab attention and hold it for the entire six
seconds of the messaging. This can be done in a
variety of ways and you will need to rely on your
creative team's ingenuity to help create
something truly outstanding here. Take
inspiration from some successful bumper ad
formats out there and try to create the same
level of work for your brand.
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Rely on audio
Unlike the ads you might get from a google ads
agency or an amazon marketing services agency,
YouTube bumper ads will need to be a lot more
dynamic. Studies indicate that audiences are far
more likely to listen to a bumper ad than watch
it. Hence, you should avoid having much text on
your ad and instead let a voiceover take care of
getting your message across. Use music and other
audio cues to attract attention and clearly put
your message across in the form of a voiceover.
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Single messaging
Remember, six seconds is not a lot of time. You
will need two seconds to showcase your product
and that just leaves you with four seconds to put
your point across. Agencies recommend trying to
convey one single point clearly instead of making
vague claims. Many brands try to cram a lot of
information into those few seconds and most
audiences won't understand, relate, or remember
any of it. Hence, narrow down on one message and
find a clean and clear way of saying it.
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Thank You
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