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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →A video bumper ad is a non-skippable YouTube video ad lasting six seconds or less. It works best when it delivers one short, memorable idea—not when it tries to explain an entire product. You can run a bumper by itself or sequence it with longer video ads, then create the campaign in Google Ads using an eligible video campaign setup.
What is a video bumper ad?
Google defines a bumper as a non-skippable video ad of six seconds or less. It can play before, during, or after another video, and the ad video must be hosted on YouTube. Depending on campaign and inventory settings, ads may serve on YouTube and Google video partner inventory; confirm what is available for the campaign you create. Google Ads Editor Help: Create and edit bumper ads
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Bumpers are designed for broad reach and a brief, memorable message, often to build awareness or reinforce a longer ad. The six-second limit makes them a poor fit for a detailed tutorial or an explanation with several necessary steps. Treat the format as a single communication moment: one benefit, image, reminder, or idea the viewer can grasp quickly.
When should you use a bumper instead of a longer ad?
| Format | Message and viewer control | Good fit |
|---|---|---|
| Bumper | Non-skippable; six seconds or less. | A concise awareness message, reminder, or short piece in a sequence. |
| Skippable in-stream ad | Can run longer; the viewer can skip after five seconds. | A story or explanation that needs more time, while allowing viewers to leave. |
Google supports combining video formats in ad sequences. Choose a bumper when a single asset can express the point in six seconds; if it cannot, consider pairing a short spot with a longer video or using multiple spots to unfold the message. Bumper buying is described by Google on an impression basis through CPM bidding, but campaign controls and availability depend on the selected campaign type. See Google Ads Help: Create a Video campaign for current campaign options.
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Examples of bumper ads—and what they demonstrate
Ubisoft: Assassin’s Creed as a short sequence
Google described a four-part sequence of six-second Assassin’s Creed ads, each containing a critical element of a longer trailer and served to core E3 audiences. The example shows how several brief ads can build a story over time instead of cramming every detail into one spot. Google reported almost 15 million unique viewers, a 25% awareness lift, a 224% search lift for “Assassin’s Creed,” and a 375% search lift for the trailer. These are results Google reported for that campaign in 2017, not a forecast for another advertiser or campaign. Google’s 2017 account of the campaign
Beko: one product benefit per spot
Beko used separate six-second spots to communicate distinct benefits of a new dryer rather than fitting every selling point into one ad. This pattern can work when a product has several strong benefits and the campaign can support a sequence.
Huttenkase and Renault: put the product up front
Google’s examples use Huttenkase and Renault to show product-forward spots: make the product prominent enough that the short ad still communicates what it is about.
Heineken: use striking visuals
Google described Heineken creative using striking imagery to echo a longer campaign or create mystery and expectation. A visual can carry a bumper, but it should still connect to the idea or brand the viewer is meant to remember.
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- Pictures and Video Support: Pictures support JPEG, BMP, GIF, PNG, TIF and other formats for static picture display of various picture . Video supports MP4, AVL, MPEG, WMV, RM, RMVB, MKV, VOB, MOW, FL, V, ASF, DAT, 3GP, MPG, etc.
- Video Display: Individuals or companies can upload videos or corporate commercial advertisements to the video brochure for display, which is a very practical and popular commercial advertising trend.
- HD Video Playback: The optimal image proportion for playing is 4:3. The maximum support for full format 720P (1280x720) high definition video playback. 720P full code stream video does not need to be converted. It can be played directly and decoded smoothly at a high code rate.
Under Armour: use bumpers as reminders
In a historical Google-published statement, Jim Mollica, then SVP of Digital Marketing and Media at Under Armour, said the company had used bumpers “for almost two years to drive frequency among consumers who have engaged with us in the past.” The statement described pairing skippable TrueView ads for engaged reach with bumpers as reminders that support product storytelling. This is a company executive’s historical account, not a universal campaign prescription. More examples appear in Think with Google’s bumper-ad article.
How to make a six-second ad work
- Choose one job. Decide whether the spot should introduce a brand, reinforce a benefit, remind a previously engaged audience, or make someone curious about a longer ad.
- Write one message. Reduce the idea to what a viewer can understand in one brief exposure. If the script needs several claims or a full explanation, use a longer format or split the story into a sequence.
- Make the key visual or product clear. The examples show two viable directions: product-forward creative or a striking visual that connects to a wider campaign. Do not rely on detail that takes longer than the spot to register.
- Plan any sequence as connected pieces. Give each bumper its own understandable point, while letting the set build on a longer ad or a broader story. Do not assume every viewer will see every installment.
- Check the finished video against the format. Keep it at six seconds or less, and make sure the video is hosted on YouTube before selecting it for the campaign.
How to set up a bumper campaign in Google Ads
Google Ads’ available objectives, campaign subtypes, inventory, and ad-format choices can change. Use the current campaign help and the options shown in your account rather than relying on an old fixed click path. The broad workflow is:
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- Create a video campaign. In Google Ads, start a new campaign and select an objective or subtype that offers the video ad format you intend to use.
- Review campaign and inventory eligibility. Confirm that bumpers are available for the selected setup, and review where ads may serve. Placement depends on the campaign and inventory settings.
- Select the bumper format and YouTube video. Choose an eligible YouTube-hosted video of six seconds or less, or enter its YouTube video URL as prompted.
- Complete the ad fields presented. Depending on format and campaign, Google Ads may request a final URL, call to action, headline, or display URL. A companion banner is optional and appears on computers.
- Choose bidding and review before launch. Google describes bumper buying through CPM bidding; check the available controls and terms in the campaign you are configuring. Preview the ad and verify the destination and creative before publishing.
For current instructions and eligibility details, consult Google’s video campaign setup help and bumper ad format help.
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What the published performance figures do—and do not—show
Google reported that 87% of campaigns in its global Bumpers Brand Lift Meta Analysis drove significant ad-recall lift, with average lift across measured campaigns above 20%. Google said the 2017 analysis spanned more than 2,900 studies. These are findings from the analysis as reported in 2017; they do not establish a current universal benchmark or guarantee that a new campaign will achieve similar results. The Ubisoft figures above likewise belong to that specific 2017 campaign.
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Preparing or editing the video
Google’s historical product article described Bumper Machine as a tool for generating six-second variations from longer video assets, with the option to adjust the generated versions. That article does not establish that the tool is currently available, so check Google’s current products and account before planning around it. Google also mentioned video production partners for businesses needing creative help; availability and suitability should be confirmed directly. Google’s historical article on getting started on YouTube
Or let it run in the cloud
Bumper ads are short paid placements; they are not a way to keep a channel live around the clock. If your separate goal is to run uploaded videos as a continuous YouTube live stream, StreamNeo is a cloud service for that job: upload a recording or build a playlist, add your YouTube stream key once, and go live. Nothing has to stay running at home; videos stream as uploaded, up to 4K 60fps, at one flat price per slot, and the service automatically recovers if YouTube drops the stream. The first day is free with no card. Monthly service is $9.99 per month. Learn more at StreamNeo, or start the free first day.
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