Tell Me More: Bumper Ads

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

Last time, we tackled Non-Skippable-Ads.  Now up to bat: Bumper Ads.


Bumper ads have recently surged in popularity due to their success rate and overall efficiency. Bumper ads have three main differentiators that separate them from the rest of the pack:

  • They are 6-seconds long (or shorter)
    • Short-form ads are less intrusive and get your brand image across with quick, impactful messaging. The best of both worlds!
  • They are non-skippable
    • Viewers can’t skip your ad, driving high impressions and view rates. Your entire message is seen by all!
  • They’re charged on a CPM, not a CPV, basis
    • CPM (cost-per-thousand impressions) means you only pay every 1000 times your ad is seen, resulting in lower costs.


Everyone! Smart advertisers interested in lifting brand recall, driving high view rates and brand awareness.

  • According to Google, 90% of bumper ad campaigns that were analyzed last year saw an increase in global ad recall by an average of 38%.
  • 61% of bumper campaigns drove a significant lift in brand awareness, with an average uplift of 9%.

Although bumper ads perform well on all devices, brands looking to capitalize reach for mobile viewers should strongly consider running a bumper ad campaign. Bumper ads perform well for mobile viewers, as they are often watching videos on the go.

  • YouTube reaches more 18-49 year-olds on mobile alone than any broadcast or cable TV network.


Running a bumper ad campaign benefits your brand in multiple ways. Not only do you boost brand awareness and ad recall, but you also lower cost and increase overall reach.

  • Since the bumper ad bidding strategy is CPM, you only pay for every 1,000 impressions. Your cost with CPM bidding is lower than a more traditional CPV or CPC strategy.
  • The shorter format makes bumpers an effective medium for greater reach and a more general, brand awareness message. The general message allows for a broader reach, which lets you run in front of many different consumer demographics within your audience.
  • Bumper ads can be used for remarketing, driving an abridged version of your brand’s core message to YouTube users that have already seen your full-length ad.

Bumper ads alone drive high ad recall, but are significantly less effective than :30 ads for driving specific product consideration or consumer action. Pairing a :06 bumper with a :30 ad through remarketing, however, achieves brand perception success. Bumpers have many benefits by themselves, but consider using them with other long-form creatives to accomplish your campaign goals.


Running a bumper ad is simple. First, create a 6-second (or less) video ad that quickly gets your brand message across and (if possible) tells a story. Your ad will engage audiences with quick, actionable messaging.

To achieve brand perception success, remarket your bumper with a full 30-second creative. Remarketing is a two-step process from the viewer’s perspective:

  1. They see your 30-second ad that tells a detailed story to emphasize your brand message.
  2. After seeing your 30-second ad, viewers will then be shown your 6-second bumper on following videos to increase brand awareness without the viewer feeling like their time is being wasted.

The decision on whether you should run a bumper ad by itself or pair it with a longer ad is dependent on your campaign goals. Either way, bumper ads are the most effective YouTube advertising strategy today.


Yes! Bumper ads drive meaningful impact when they’re equipped with advanced targeting tactics. Here at Channel Factory, we use our award-winning ViewIQ technology to contextually target your audience with custom segments, as well as create both channel and video-level inclusion listing.

Contact us today and drive meaningful results with your bumper ad.


Employee Spotlight: Sara Luckow

As experts in the YouTube advertising space, it’s easy to talk about what we do, but we want to share more about who we are.  So, we ask you to pay extra attention to the people behind our many curtains.  First up, our Director of Strategy, Sara Luckow!

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Sara Luckow


Director, Strategy


Los Angeles


How did you come to work at Channel Factory, or in advertising at all for that matter?

I majored in Strategic Communication at University of Missouri and had internships in St. Louis, Chicago and Los Angeles. Post-college I got my first job managing search campaigns at a sales org in St. Louis which had a lot of small B2B clients. However, I kept checking the University of Missouri job board, and saw a post about an assistant media planner job back in LA. I talked with the poster, and since I had already spent a semester in LA she knew I’d be a great fit to move back out to the West Coast. I’m very grateful for the opportunity and I’ve been working in the digital media industry here in LA for the last 8 years. I love paying it forward and helping recent college grads get into the industry and excited about its growth potential as a career.


What’s your favorite part about working at Channel Factory?

Getting to see my team grow in their knowledge and being able to work on amazing brands across the globe. Since I spent 6 years on entertainment campaigns on the agency side, it’s a wonderful learning experience to see how other verticals tackle their brand and media challenges in the video space. I also love seeing past interns and assistants I’ve hired and mentored work in leadership positions at great companies.


What’s a common misconception about the video advertising space?

That video isn’t the best avenue for all verticals (e.g. B2B) – we have seen AMAZING results for B2B campaigns and every vertical under the sun. Audiences are still watching YouTube videos at work to look up how to solve immediate business-related problems from thought leaders.


What recent YouTube development are you most excited about right now?

TrueView for Reach! When it comes out of beta, I’ll be so excited to consistently be able to pitch TrueView on a CPM basis!


Are you seeing any interesting trends in the space?

More and more people are cutting the cord each day and advertisers are moving dollars to digital video. We’ll be able to get amazing insights and niche targeting and attribution incredibly soon in the future. Also, Channel Factory has been developing targeting strategies to reach linear tv audiences when they’re watching related network/show content on YouTube.


What’s the next big thing?

Hopefully having OTT / Smart TV Targeting be standardized!


What’s your ideal superpower and how would you use it?

Flying 100% – I’d use it to skip LA traffic. And I’d be able to take many more vacations since I could physically fly vs. take a plane.


Tell Me More: Non-Skippable Ads

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

We’re going to take a look at one of YouTube’s most popular advertising format, Non-Skippable Ads.


A non-skippable ad is a video ad format that appears before, during, or after a YouTube video. The distinguishable trait of non-skippable ads (which you may have already guessed) is that viewers can’t skip it and have to watch your entire ad before their selected video plays.

Non-skippable video ads can run on the following creative lengths:

  • :06s bumper ads
  • As of January 2018, non-skippable ads can be up to 15-20 seconds long (depending on the viewer’s location)

For the rest of this article we’ll be referring to the 15-20 second long non-skippable ads.


Non-skippable ads are for every brand looking to advertise on YouTube! More specifically, non-skippable ads are for brands with the following campaign goals:

  • Drive high impressions and view rates
  • Target desktop and mobile users
  • Boost ad recall with a high view completion rate
  • Buy on a CPM (cost-per-thousand-impressions) basis

Since non-skippable ads are bought on a CPM basis, these ads are only available via reservation buying. This means that you have to buy on a fixed rate based on number of impressions instead of bidding via the auction.

Buying reserved media has a few benefits, including:

  • More control over your spend due to buying at a fixed rate
  • Reach a wider audience and increase brand awareness with the ability to spread your brand message across a larger scale of viewers

If you are a brand that wants more control over your spend with CPM bidding, reach a wider audience, and get your full brand message in front of audiences, then non-skippable YouTube ads are perfect.


Non-skippable YouTube ads can benefit your brand by:

  • Increasing ad recall and brand presence
  • Boosting campaign performance for view rate KPIs
  • Getting your full brand message in front of your audience
  • Utilizing longer creative length to tell your brand story

Non-skippable ads are great for brand exposure. However, you have to be careful with how your ad is presented. Most viewers have little patience for ads they can’t skip, which is why they install ad blocker software.

To make sure your non-skippable ad has a positive impact, you should:

  • Contextually target your non-skippable ad to viewers that find your video relevant and beneficial.
  • Remarket your longer non-skippable ad with a 6-second bumper so your viewers aren’t repeatedly seeing the same long ad.


So, how do non-skippable ads actually work? It’s simple as clicking on a YouTube video. No, really. It’s that easy.

When a viewer clicks on a video they want to watch, your ad will play either before, during, or after the video plays. Since your ad is non-skippable, the viewer will watch your entire 15-20 second video.

That’s it! With non-skippable ads you can rest easy at night knowing that you will wake up to high impressions, view rates, and the relief of knowing that your entire brand message is viewed by YouTube users.


Yes! As mentioned before, non-skippable ads can be irritating to viewers who just want to watch their video. The best way to create a positive feeling towards your ad is to contextually target your video to an audience that finds your ad relevant.

Here at Channel Factory, we use our award-winning ad tech platform to contextually target video ads to your exact audience. Contact us today to learn more!

Tell Me More: Custom Intent Audiences

Our Tell Me More series are designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

First out the gate, Custom Intent Audiences.


Custom intent audiences is a feature in Google Ads that allows you to target specific users on YouTube based on their Google searches. Use custom intent audiences to target YouTube users that are actively researching products, services, and keywords related to your brand on Google Search.

Furthermore, you can easily create your custom intent audience by choosing from two different audience types:

  • Custom built: Fully customize your targeted audience with keywords, phrases, and URLs that your specific audience is researching.
  • Auto-created: Rely on Google’s advanced machine learning to curate an audience list based on analysis of your account and industry.


Customers are likely to do their due diligence by researching a product or service before making a final purchase. With 3.5 million searches conducted every day on Google, you better believe a sizeable chunk of those are research related.

Generally speaking, custom intent audiences are for every brand looking to reach consumers on YouTube that are researching their particular industry. More specifically, custom intent audiences are for:

  • Brands looking to extend their reach to YouTube viewers that have shown interest in their product.
  • Brands that want to dynamically target their specific audience on YouTube’s vast platform of 1.9 billion monthly users.
  • Brands that want to convert active researchers into paid customers.
  • Brands that want to find new customers searching for a related brand or product.


So custom intent audiences lets you target customers on YouTube that are researching your related keywords, right? But how does this help your brand in the long run?

  • Higher Engagement: Consumers retain 95% of a brand’s message from video ads compared to 10% from text ads. Custom intent audiences drive your message home to a group of engaged consumers.
  • Amplify reach: Expand your targeting parameters on YouTube from topics and interests to target consumers actively searching for your products, leading to higher engagement.
  • New customers: Find new prospects with related purchase intents that may not have been exposed to your brand otherwise.
  • Drive conversions: Convert active researchers into consumers by reaching them on YouTube at or near their point of purchase.
  • Advanced machine learning: Want to reach your audience on Google Search, but not sure what specific keywords they are searching for? Leverage Google’s machine learning to infer prospect traits and automatically create your audience.

Creating a custom intent audience is beneficial to your brand because it garners results. According to Google Ads, an online investment company called Betterment used custom intent audiences for financial keywords. The results:

  • 6x increase for return on ad spend compared to previous YouTube campaigns.
  • 245% increase in searches on Google.


Activate custom intent audiences with a few clicks:

  1. Go to the audiences section of your display campaign on Google Ads.
  2. Select “Targeting”
  3. Then choose “Intent”

After you click on “Intent”, you will see two options:

  • Custom intent audiences: auto-created: Let Google use their machine learning to auto-create your custom intent audience list.
  • Custom intent audiences: Use a list of keywords or URLs specific to the audience your brand’s campaign is targeting.

Once your custom intent audience is created, your video ad will start targeting YouTube users that are searching the audience’s keywords and URLs from your list.


Yes!  Google has indicated intent audiences drive better results with TrueView For Action ads, which were developed specifically to meet direct response objectives.

With TrueView for Action ads, advertisers can customize calls to action that will appear along with their video ads on YouTube. On mobile, the ads appear below the video and persist even after the video ad ends or is skipped while the host video plays. Google tests have pointed to a conversion lift from both Google Search and YouTube as a result of this ad format combination.

Download A One Sheet Takeaway on Custom Intent Audiences