Youtube Bumper Ads

Bumper ads are the more tolerable version of non-skippable ads, lasting six seconds at most. They appear at the end of YouTube videos, and are paid for on a CPM basis.

Because they’re short, bumper ads are ideal for targeting mobile users. They’re also a great way to recycle longer content.

Why should I run a pre-roll advertisement?

Pre-roll advertising is extremely practical. Running an ad before the user’s desired content means the audience is likely still engaged, interested, and willing to sit through a brief ad to get to the content they want to see. Since they’re waiting for something specific, there’s a higher chance they’ll watch your ad for at least for a few seconds, if not in its entirety.

Pre roll adverts ads are 3.5X less likely to be considered “interruptive” than outstream and mid-roll ad formats, on both desktop and mobile:

Ad recall is significantly higher with the pre-roll format on both device types:

Again, on both desktop and mobile, users consider pre-roll ads to be more informative and engaging than outstream and mid-roll ads:

One of the main benefits of pre roll advertising is that even if the viewer skips your ad, they’ve already been exposed to your brand, product, or service. A Nielsen study commissioned by Facebook discovered additional pre roll advertising statistics. They found that brands with video ads viewed for less than even one second still saw increased ad recall, brand awareness, and purchase intent:

Each video ad placement has its own benefits and drawbacks. For example, while pre roll is great for increased brand awareness, ad recall, and purchase consideration, mid-roll has higher completion rates, making it a better option for a company who requires their whole ad to be viewed.

In terms of skippable vs. non-skippable, a non-skippable pre-roll ad naturally achieves a higher completion rate (as high as 80%) than a skippable ad which is lucky to reach 40% completion. However, skippable ads far more user-friendly, and these viewers are probably genuinely interested in your brand and content, unlike users who can’t skip and only want to watch the upcoming featured video after yours.

There is no universal ad placement or format. What works for one brand or ad campaign may not work for another, so the decision should always be made based on your content and objective.

Note: Advertisers pay for their pre roll ads per view, and only when the ad has been played to completion or for more than 30 seconds.

What are YouTube TrueView ads?

A pre-roll ad is a video advertisement that automatically plays directly before a featured video, on both mobile and desktop. These ads are commonly 15, 30, or 60 seconds long. To demonstrate, here’s a 15-second YouTube pre roll ad:

On some platforms (like Twitter, for example), pre roll advertisements are skippable, which is why they must be attention-grabbing right from the start. Instead of skipping your ad, viewers can also click on it to a corresponding post-click landing page to learn more about the offer.

How can I make great pre-roll ads?

There are ingredients that you can use to create brilliant pre-roll ads.

YouTube Pre-Roll Targeting Options

The value of internet advertising is often dependent on the quality of the targeting. Can you mostly reach our prospects, and no one else? YouTube pre-roll’s targeting is pretty good for this. Here are your options:

  • Geography
  • Language
  • Demographics
  • Topics
  • Interests

You should know what the first three are. Topics and interests are the main targeting options. They both use the same set of categories to help you to show to the right people, but the difference is this:

  • Topics are the category of videos they’re watching right now.
  • Interests means you can show to a person who tends to watch videos of a certain topic even if they’re watching something else right now.

What Preroll Videos Can Include

Preroll ads give you just as much freedom as TrueView ads in their allotted content. You can include people, dialogue, audio, and more elements that you find best represent your brand in 15 to 20 seconds.

Because preroll ads can’t be skipped, these videos are best created with a call-to-action (CTA) so you can optimize the attention you do have from the viewer. In other words, encourage viewers to click on your ad and receive something in return. Perhaps you’ve released a new product or promoting a major event this season and are looking for signups — use this preroll ad to get those clicks.

Keep in mind YouTube sells Preroll video space on a pay-per-click (PPC) basis. Make the click worth it.

Ways to use Non-Skippable YouTube ads.

Generally, non-skippable ads are effective for increasing brand exposure to specific target markets. Another benefit? They’re paid for on a cost-per-mille (CPM) basis, giving you more control over your ad spend.

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