A bumper ad is a non-skippable YouTube video ad lasting six seconds or less. It is designed to land one short message—often a brand cue, reminder, or product benefit—rather than explain a complicated offer. You can run one on its own or sequence several with longer video ads. To use the format, create an eligible video campaign in Google Ads, choose the bumper format, and select a YouTube-hosted video that meets the duration limit.
What a bumper ad is—and where it can appear
Google defines bumper ads as non-skippable video ads of six seconds or less. They may play before, during, or after other videos. The ad video must be hosted on YouTube; depending on campaign setup and inventory settings, delivery may include YouTube and Google video partner inventory. Confirm availability in the campaign options shown in your account rather than assuming every placement is enabled. Google Ads’ bumper ad guidance
Google describes bumper buying on an impression basis through CPM bidding. The available controls and buying details can depend on the campaign type, so check the current settings in Google Ads before planning spend. Google’s video campaign setup guidance
When to use a bumper instead of a longer video ad
| Format or approach | What it gives you | Best fit |
|---|---|---|
| Bumper ad | Six seconds or less; non-skippable | A single awareness message, product cue, or reminder that can be understood immediately. |
| Skippable in-stream ad | Can run longer; viewers can skip after five seconds | A message that needs more explanation, while allowing viewers to leave if they are not interested. |
| Sequence of video ads | Several ads arranged to tell a story or reinforce a message over time | A campaign with multiple story beats or benefits that should not be crammed into one short spot. |
A bumper is a poor fit when a viewer needs context, detailed instructions, or several claims to understand the offer. In that case, use a longer asset or split the story into a sequence. Google Ads supports video ad sequencing, and its examples show short ads working alongside longer creative. Campaign options
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How to create a bumper ad in Google Ads
Google Ads changes its campaign interface and available objectives, formats, and inventory settings. Use the current campaign guidance and the options available in your account; the broad workflow is:
- Start a video campaign. In Google Ads, create a new campaign and choose an eligible objective or campaign subtype for video. The exact options depend on the account and current campaign setup.
- Choose the bumper format. Select bumper as the ad format where it is offered. Confirm that your campaign objective and subtype support it.
- Select an eligible YouTube video. Choose an existing video hosted on YouTube or enter its URL. Check that the creative is six seconds or shorter and that its content and destination comply with Google Ads policies.
- Complete the ad fields shown. Depending on the campaign and format, Google Ads may ask for a final URL, call to action, headline, or display URL. Enter only fields presented in the current setup.
- Review placement and inventory settings. Check whether the campaign is set to serve on YouTube, Google video partner inventory, or both, where those controls are available.
- Review and publish. Verify the video, destination, campaign settings, and billing approach before submitting the ad for review. Use the current Google Ads video campaign instructions if a label or option differs from what you expect.
A companion banner is optional in the documented setup and appears on computers. Do not treat it as a required part of every bumper campaign. Google Ads Help
Creative examples and what to borrow from them
Ubisoft: build a story across several six-second spots
For Assassin’s Creed, Ubisoft ran four sequential six-second ads, each containing a critical element of a longer trailer and serving core E3 audiences. The structure made the campaign a series of compact story pieces instead of one overstuffed short ad. 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 for that campaign in 2017. These are historical, campaign-specific results reported by Google, not expected outcomes for other advertisers. Google’s account of the campaign
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Beko: give each benefit its own spot
Beko used separate six-second bumpers to present benefits of a new dryer rather than trying to list them all in a single ad. This pattern works when a product has several distinct selling points and the campaign can sequence them appropriately. Google’s bumper ad examples
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Google’s examples use Huttenkase and Renault to illustrate product-forward bumper ads. If recognition of the product is the message, show it clearly enough that the viewer can identify it within the short runtime. Google’s examples
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Heineken: use a visual cue to echo a larger campaign
Google describes Heineken’s use of striking visuals to connect with a longer campaign or create mystery and expectation. A visual can carry the spot when the intended takeaway is a mood, image, or reminder rather than a detailed explanation. Google’s case examples
Under Armour: use bumpers as reminders
Jim Mollica, then SVP of Digital Marketing and Media at Under Armour, said in a Google-published statement that the company had been using bumpers for almost two years to drive frequency among consumers who had engaged with it in the past. He described using skippable TrueView ads for engaged reach and bumpers to remind viewers and support product storytelling. This is a historical statement about Under Armour’s approach, not a universal campaign prescription. Google’s published statement
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How to plan a six-second creative
Start by writing the single idea a viewer should retain. Then make every image, sound, and word serve that idea. A bumper’s short limit rewards a clear product or brand cue; it leaves little room for qualifications or a multi-step explanation.
- One message: choose one benefit, image, or reminder rather than compressing a full product pitch.
- Recognizable early: make the brand, product, or campaign cue apparent within the six-second spot.
- Use sequencing when needed: separate distinct benefits or story beats into multiple ads instead of piling them into one.
- Match the destination: if you use a call to action and final URL, ensure the destination supports the promise made in the ad.
- Review the actual cut: confirm the uploaded YouTube video is six seconds or less and that the essential message remains understandable without relying on a longer version.
What performance figures do—and do not—show
Google reported that 87% of campaigns in its global 2017 Bumpers Brand Lift Meta Analysis drove significant ad-recall lift, with average lift across measured campaigns above 20%; Google said the analysis covered more than 2,900 studies. These historical aggregated findings describe that analysis and its measurement context, not all bumper campaigns today. Google’s 2017 report
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The figures reported for Ubisoft’s 2017 Assassin’s Creed campaign are likewise specific to that campaign. Neither the analysis nor the case study establishes a guaranteed lift, current benchmark, or expected result for a new market, audience, or campaign configuration.
Making or adapting the video
Google’s historical product article described Bumper Machine as a tool for generating six-second variations from longer videos, with the ability to adjust generated versions. Because that description is historical, verify whether the tool is currently available in your account before relying on it. Google also mentioned video production partners for businesses that need help creating or editing assets; availability should be checked directly. Google’s article
Or let it run in the cloud
If your goal is to keep a pre-recorded YouTube channel live around the clock, that is a different job from buying bumper ads. StreamNeo is a cloud service for looping uploaded videos on YouTube: upload a recording or build a playlist, add your YouTube stream key, and go live. Your computer does not have to stay on at home; uploads stream as made, up to 4K 60fps, at one price per slot, and StreamNeo automatically recovers if YouTube drops the stream. The first day is free with no card. Monthly: $9.99 per month. See StreamNeo or start the free day.
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