The effect of 6 seconds Bumper Ads (YouTube)

Getting attention of viewer is always challenging. 6 seconds YouTube Bumper Ads, the key should be short and intriguing content.

The effect of 6 seconds Bumper Ads is a perfect method to deliver messages quickly and efficiently. 6 seconds is a very short amount of time to tell your story. Which is great! How come? The 6 second rule forces you to keep your communication simple and people are willing to give their time because it’s just 6 seconds. It’s an open canvas for creativity, as cleverness thrives in constraint.

The effect of 6 seconds Bumper Ads
The effect of 6 seconds Bumper Ads

6 seconds! It is a great way to express your brand’s personality, a chance to come up with a witty, emotional message that contains the core of your offering.  When you focus on downsizing a message into 6 seconds, the results are often evocative, funny, poignant and beautiful.  It’s a challenge to effectively re-tell stories in miniature.

Short or brief video can be used as a teaser for a new product, brand awareness, highlight new feature, etc. In the long run, Bumper ads can create an engagement funnel that starts with a 6 sec intriguing message followed by a full-blown digital campaign.

While 6-second ads are short on time, they’re long on impact. Google tested over 300 bumper campaigns this year and found that 9 out of 10 drove a significant lift in ad recall. What’s more, the audience targeted in 6-second ads can be leveraged across the top social channels for YouTube, Facebook and Instagram or integrated into a grander media strategy.

How to Create Your Campaign?

1. Audience Segmentation

Before working on any campaign, it’s mandatory that you segment your target audience.

Let’s take an example: Queen Mary University which provide lots of courses and it is located in London. New admissions and enrollment.  Video Campaign includes the following audiences:

Age Under 25

Age 18 – 24, all gender, with target interests in higher study, degree’s, MBA, music, PG course.


Age 35 – 54, all gender, is a parent, with interests in higher education.

Career Training Age 18-30, all gender, with interests in career training, certification programs, trades, Finance, marketing, business, advanced manufacturing.

2. Copywriting

Determine your key message and call to action. What is the essence of your story?

In the example of Queen Mary University, we defined the core message to be “Learn for the Bright Future”, and the call to action “apply now”.

3. Visual Ideas

Now comes the fun part- visualizing your core message into action. With Queen Mary University in mind, we brainstormed a storyboard. Essentially, we are trying to convey that Queen Mary University offers a full college experience with all the courses highlighting. Queen Mary University is high quality and affordable education. 

4. Place Paid Advertising with YouTube

All you need next is to set up the campaign through your Google ads account. Bumper ads use target CPM (cost-per-thousand impressions) bidding. You pay each time your ad is shown 1,000 times.

According to research, action packed bumper ads are associated with higher Ad Recall and Brand Awareness.