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Google initially introduced<\/a> a new YouTube <\/a>ad format in 2016: six-second pre-roll video Bumper ads<\/a> that are unskippable. These compact ads are an excellent fit for both mobile and desktop platforms. At the time of their release, DashTwo was granted early Beta access to Bumper ads, offered through Google AdWords, allowing our clients to take advantage of this innovative format before it was widely available.<\/p>\n Bumper ads are highly versatile and can be used for a wide range of campaigns, including teasers that build excitement leading up to a big reveal. Early trials demonstrated exceptional results when combining Bumper ads with TrueView formats, showcasing the power of integrating these tools into a cohesive campaign.<\/p>\n For example, Atlantic Records\/Warner Music Group used Bumper ads in a groundbreaking campaign for Rudimental\u2019s second album. The campaign highlighted guest artists featured on the album through a series of Bumper ads. Fiona Byers, representing Atlantic Records, explained, \u201cBumper ads were a really important part of the recent Rudimental campaign to tell the story of the band\u2019s second album. Through cost-efficient bumpers, we could showcase the plethora of legendary guests featured on the record. Each ad offered a short, sharp insight into a featured artist and individual track on the album, while TrueView provided the fuller story around the album and the band.\u201d<\/p>\n One particularly effective Bumper ad featured Ed Sheeran, offering a brief yet captivating glimpse into his collaboration with Rudimental. This creative approach not only drove engagement but also built anticipation for the album by giving fans a taste of what they could expect.<\/p>\n Bumper ads stand out because of their brevity and impact. In just six seconds, they deliver concise, memorable messages that are impossible to skip. Their unskippable nature ensures that the message reaches the audience, while their short duration makes them non-intrusive. These factors make Bumper ads ideal for campaigns focused on brand awareness and recall.<\/p>\n At DashTwo, we recognized early on that Bumper ads could be a game-changer, especially for industries like music and entertainment, where short, compelling visuals can have a significant impact. By combining Bumper ads with other formats like TrueView, advertisers can create a comprehensive strategy that engages viewers at every stage of the funnel.<\/p>\n Bumper ads are bought on a CPM (cost-per-thousand impressions) basis, making them a cost-effective option for brands looking to maximize their reach. When Bumper ads were first introduced, auction prices were estimated to be less than $10 per CPM, though costs vary depending on the targeting parameters. This affordability allows advertisers to reach a large audience without breaking the bank, especially when paired with DashTwo\u2019s expertise in optimizing campaigns for the best possible results.<\/p>\n When Bumper ads were launched, DashTwo\u2019s Beta access allowed us to become early adopters of this innovative format. This early access provided our clients with a unique opportunity to be among the first to leverage this highly engaging ad type. By adopting new advertising technologies early, we continue to deliver cutting-edge solutions that keep our clients ahead of the competition.<\/p>\n Bumper ads are particularly effective when used as part of a broader advertising strategy. For example, a teaser campaign could start with Bumper ads<\/a> to generate curiosity and excitement, followed by TrueView ads or longer-form content that dives deeper into the story. This layered approach keeps audiences engaged at every touchpoint, increasing the likelihood of conversions and brand loyalty.<\/p>\n<\/p><\/div>\nRudimental\u2019s Groundbreaking Campaign<\/strong><\/h3>\n
Ed Sheeran Featured in Rudimental\u2019s Bumper Ad<\/strong><\/h3>\n
Why Bumper Ads Work<\/strong><\/h3>\n
Cost Efficiency and Targeting<\/strong><\/h3>\n
DashTwo\u2019s Early Adoption Advantage<\/strong><\/h3>\n
Integrating Bumper Ads Into Your Campaign<\/strong><\/h3>\n