Definition
Bumper ads are non-skippable 6-second video advertisements that play before, during, or after YouTube videos. They provide consistent ad revenue for creators and high completion rates for advertisers.
Bumper Ad Specifications
- Length: Maximum 6 seconds
- Skippable: No
- Pricing: CPM (cost per thousand impressions)
- Placement: Pre-roll, mid-roll, or post-roll
- Completion Rate: 100% (non-skippable)
How Bumper Ads Affect Creators
- Guaranteed impressions: Unlike skippable ads, every view counts
- Lower individual CPM: But higher completion rates balance out
- Better viewer experience: Short duration reduces friction
- Consistent revenue: Predictable earnings from ad views
Bumper Ads vs Other Formats
- Bumper (6s): Non-skippable, 100% completion
- Skippable in-stream: Skip after 5s, pay only for 30s+ views
- Non-skippable (15-20s): Longer, higher CPM, more intrusive
- Mid-roll: Any format placed during video (8+ min videos)
YouTube automatically selects ad formats based on advertiser campaigns and viewer preferences. Creators cannot choose specific ad types.