What are Bumper Ads?

Understanding Bumper Ads

Because time is tight, bumper ads should show the product immediately, state one benefit, and end with branding. Catalog assets and product‑level shots help clarity at small sizes. Bold typography and high contrast protect readability on mobile. Plan safe zones so captions and UI don’t cover key text or logos. Keep audio optional; assume many viewers are muted.

Bumper ads work best as focused reminders rather than full explanations. Tie the message to a single action or benefit, not a list. Use motion that supports comprehension rather than flashy transitions. Keep brand assets consistent with longer creatives in the same flight. Validate the cut across 9:16, 1:1, and 16:9 if you plan to reuse it.

Why Bumper Ads matter

Bumper ads matter because they deliver efficient reach in video inventory with minimal disruption. Their brevity forces clarity, which can improve recall when repeated. They also reinforce longer creatives by keeping the core message top of mind.

• Reach: Efficient impressions in video inventory.
• Recall: Clear, consistent messages build memory.
• Support: Reinforces longer creative in the same flight.

How Bumper Ads work

Bumper ads work by compressing a single idea into six seconds or less. Supply platform‑compliant short videos with subtitles and safe zones so UI doesn’t cover copy. Open on the product and benefit, then close with a clear brand mnemonic or CTA. Use simple layouts and big type to maintain legibility on mobile. Keep cuts tight and motion purposeful to avoid confusion. Pair bumpers with longer assets so campaigns cover both awareness and reinforcement.

Key Takeaways

• Bumper ads are 6-second non-skippable video ads designed for quick brand messages.
• They work best for awareness, frequency, and reinforcing a simple, memorable message.
• Keep creative simple with one clear idea, bold visuals, and minimal text.
• Use bumper ads alongside longer formats to maximize reach and recall.