A YouTube bumper ad is a non-skippable video ad that lasts six seconds or less. Use it to deliver one memorable idea, build reach, or remind viewers of a longer campaign—not to squeeze an explainer into a tiny format. You can run a bumper on its own or sequence it with other video ads in Google Ads.
What bumper ads are—and where they appear
Google defines bumper ads as non-skippable video ads of six seconds or less. They can play before, during, or after another video. The ad video must be hosted on YouTube; depending on campaign setup and inventory, delivery may include YouTube and Google video partner inventory. Check the eligible placements for your selected campaign before launch.
Google describes bumper buying on an impression basis through CPM bidding. Available controls and buying details depend on campaign type, so confirm them in the current Google Ads interface rather than assuming one universal setup. Google Ads Editor Help: Create and edit bumper ads.
When to use a bumper ad
- Brand awareness: Put a concise brand or product idea in front of a broad audience.
- Reinforcement: Use a short reminder alongside a longer video ad or as one touch in a sequence.
- One benefit at a time: If your product has several distinct selling points, give each its own spot instead of rushing through a list.
Six seconds is a creative constraint, not a requirement to tell the whole story. As a practical brief, choose one idea the viewer can take in quickly; if it needs explanation, use a longer ad or spread the story across several spots. Google supports ad sequencing, but campaign availability depends on the chosen objective and subtype.
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Examples of bumper ads and what they demonstrate
Ubisoft: tell a larger story in parts
For Assassin’s Creed, Ubisoft used four sequential six-second ads, each containing a critical element of a longer trailer and served to core E3 audiences. The approach treated the spots as installments rather than trying to compress the full trailer into one bumper. 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 in that 2017 campaign. These are campaign-specific figures reported by Google, not a forecast for other advertisers.
Beko: separate benefits into separate spots
Beko split the benefits of a new dryer across a sequence of individual six-second ads. This is a useful pattern when a product has several distinct advantages and viewers can encounter more than one spot.
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Huttenkase and Renault: make the product visible
Google’s examples use Huttenkase and Renault to show product-forward creative: the product appears prominently in the short spot rather than being left implicit.
Heineken: use a visual hook
Google describes Heineken using striking visuals to echo a longer campaign or create mystery and expectation. A visual can carry a fast impression when there is little time for setup.
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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 had engaged with it in the past. He described pairing skippable TrueView ads for engaged reach with bumpers to remind viewers and support product storytelling. This is a statement about Under Armour’s approach at that time, not a universal prescription.
Google also reported a 2017 global Bumpers Brand Lift Meta Analysis spanning more than 2,900 studies: 87% of campaigns in the analysis drove significant ad-recall lift, and average lift across measured campaigns was above 20%. Those historical findings describe that analysis, not all bumper campaigns today. See Google’s account of the analysis and campaign examples and Think with Google’s bumper-ad examples.
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Bumper ads compared with skippable in-stream ads
| Format | Length and viewer control | Best fit |
|---|---|---|
| Bumper | Six seconds or less; non-skippable. | A short awareness message, visual impression, or reminder. |
| Skippable in-stream | Can run longer; viewers can skip after five seconds. | A message that needs more time to explain, with the option for viewers to skip. |
The formats can complement each other: a longer ad can introduce or explain, while a bumper can reinforce one idea. Google Ads supports sequencing formats, subject to current campaign options.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to create and launch a bumper in Google Ads
Google Ads’ campaign choices and labels can change. Use its current Video campaign setup instructions as the source of truth for your account.
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- Choose the campaign objective and subtype. Start a video campaign and select an eligible objective or subtype for the reach or sequencing job you need. Confirm that bumper format is available for that selection.
- Prepare and host the video on YouTube. Keep the ad to six seconds or less. Make the core idea understandable within the short runtime and ensure the video is eligible to use as an ad.
- Select the bumper format and video. In the campaign’s ad setup, select the bumper format and choose or enter the eligible YouTube video.
- Complete the fields shown for your campaign. Depending on campaign and format, Google Ads may ask for a final URL, call to action, headline, or display URL. Supply accurate destination and ad text where requested.
- Decide whether to add a companion banner. It is optional and appears on computers. Include one only if it supports the campaign and you have an appropriate asset.
- Review inventory, bidding, and sequence settings before publishing. Confirm where the campaign can serve, its CPM bidding controls, and any sequencing setup in the live account. These options vary with campaign type.
Plan the creative before production
- Write one message: Choose a single benefit, brand association, or reminder rather than a list of claims.
- Make the subject legible quickly: Let the product, brand, or central visual register without a long introduction.
- Design for the sequence: If the story needs multiple ideas, decide what each spot contributes and how the spots work together.
- Match the destination: If the ad includes a call to action, make the landing page continue the promise made in the video.
- Check rights and claims: Use footage, music, logos, and other assets you are authorized to advertise with, and ensure claims are supportable.
What to measure—and what past results can tell you
Set the campaign’s goal before interpreting results. For an awareness effort, consider whether the campaign is reaching its intended audience and whether the chosen brand-lift measurement is available for the setup. For a sequence, evaluate whether each spot has a distinct role instead of judging every six-second ad as a standalone explanation.
The reported Google figures above are useful as examples of what those particular campaigns and analysis found. They do not establish a current universal benchmark, guarantee a lift, or predict performance for a different market, audience, creative, or campaign configuration.
Production tools and availability
A Google product article historically described Bumper Machine as a tool for generating adjustable six-second variations from longer video assets. That description does not establish that the tool is currently available in your account. Check current Google Ads resources before planning around it. Google’s article also mentioned video production partners for advertisers needing help with assets; verify present availability directly. Google: Getting started on YouTube just got easier.
Should you use bumper ads?
Choose bumpers when one idea can land in six seconds and your campaign benefits from short, non-skippable reach or reinforcement. Use a longer skippable ad when viewers need more time to understand the offer; use a sequence when distinct short messages can build a larger story. Before committing creative or budget, confirm the current objective, subtype, format, inventory, and measurement options in your Google Ads account.
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