Many people are likely familiar with Bumper Ads without even realizing it, especially experienced digital marketers who need to learn techniques for running campaigns in various formats. It’s worth noting that many people are familiar with this ad format because Bumper Ads is a type of video ad that is commonly run on YouTube and will be run in other Google networks. This type of ad is one that cannot be skipped, forcing viewers to watch it until the end, making it suitable for creating brand awareness so that viewers can remember the brand much better.
You probably have some idea of what Bumper Ads are like. In 2019, Google launched the Bumper Machine, a tool that would help marketers shorten ads to use as Bumper Ads more conveniently. And recently, in 2022, Google announced that this tool is now available for general marketers to use. Let’s take a look at the details.
What are Bumper Ads?
As mentioned earlier, Bumper Ads are a type of ad that appears on YouTube or other Google networks. They have a unique format: they are ads that cannot be skipped and have a duration of only 6 seconds or less. Therefore, from an advertising perspective, you must be able to present or tell a story directly, emphasizing the purpose clearly.
The billing principle for Bumper Ads is CPM (Cost Per Impression), meaning you pay when the ad has 1,000 impressions. It is not counted as views like other types of ads, and it cannot create a Remarketing List to be a strategy for increasing views for the ad clip. It is another option that can help brands build brand awareness effectively.
Bumper Ad Creation Tool Now Available
In 2019, Google launched the Bumper Machine, a tool that helps marketers experiment with creating Bumper Ads from full videos up to 1.30 minutes long automatically through Machine Learning, including the brand logo, people’s faces, and movements.
And recently, Google has announced that the Bumper Ad Creation Tool (formerly Bumper Machine) is now available for all marketers to use. Google defines this tool as “Bumper Ad Creation Tool is a tool that helps marketers trim various videos and use them as Bumper Ads more conveniently through Google Machine Learning, increasing accuracy and reducing the complexity of the advertising creation process. In addition, there are editing features that allow marketers to customize before getting a Bumper Ad.”
How to Use the Bumper Ad Creation Tool
Google Ads users can access this tool immediately through the Asset Library by clicking on the tools and settings icon. In the Shared Library section, click on Asset Library. Then, in the Video section, click Trim Video and select the video you want to shorten. The selected video can be a YouTube URL link or a video from the Google Ads Library, which must be between 7 and 140 seconds long.
After selecting the video, click Generate Videos.
Wait for the system to finish processing the video. Then, you can select the clip and customize it as needed.
After finishing editing, click Upload Trimmed Videos.
It’s Your Turn Now
Bumper Ads are one of the most successful advertising formats since their launch in April 2016. There are many advantages, such as creating brand awareness, helping consumers remember the brand (Recall Brand). With the content and duration of the ad, marketers are required to design ads that must present content concisely, easily understood, and instantly graspable. It also meets the needs of modern consumers who focus on speed. If your brand is just starting out in digital marketing, Bumper Ads are another option that can help your brand get off to a good start.
Source: SEJ
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