It is a bit annoying to find a bumper ad at the beginning of a YouTube video. It distracts you if you are eager to watch a certain video. You always have the option to skip if you are not interested. However, if the video is too short, there is no skip button to click. You just have to wait for the ad to stop and you can finally watch your YouTube video.
On the other hand, if the bumper ad is interesting, it can pique your interest. You are tempted to watch it more and even click the call to action button to know more about the video or the product in the video.
This 2018, there are video ads that caught the interest of many YouTube users. These video ads are the best among the millions of video ads released this year.
YouTube has been a great platform for many advertisers to produce compelling and interesting video ads that were only possible on the television before. And now, with many brands turning to YouTube to publish their video ads, it is only right to rank the best of the best.
Ranking the best video ads in YouTube will give advertisers an opportunity to know what works best when creating effective video ads. Knowing what kind of ads works best with viewers, advertisers will have valuable insights that they can use in their future video campaigns.
Since bumper ad videos on YouTube are very short, the best of the best bumper ads will give advertisers an idea on how to better grab the attention of their audience in a short span of time.
Bumper ads are a good tool when it comes to video marketing. It was designed to be an add-on to the skippable TrueView ad campaigns on YouTube. It is being sold via Google Ads on a cost per mile (CPM) basis.
It was first used in 2016 and has the goal of creating branding. If you have a longer bumper video ad, viewers can click the skip button option to stop the ad. But if you have a short bumper video, viewers don’t have the option to skip. They just need to wait for the video to be completed.
And if you need an idea on how to create a bumper video ad, learn from the winners of this year’s best ads. YouTube announced the list this November 7 with the hashtag #TheYouTubeAd. The winners were put in different categories.
The categories include:
- #TheYouTubeAd that made me giggle or LOL
- #TheYouTubeAd that is gamer’s favorite
- #TheYouTubeAd with the best picture
- #TheYouTubeAd that has the six-second appeal
- #TheYouTubeAd that rewrites the rules
- #TheYouTubeAd that turns ads into action
- #TheYouTubeAd that taught me or made me smarter
But the one that advertisers should focus on is how to create the best six-second bumper ad. And here are the winners of the category
Groupon Bumper Ad – Winner
The one that tops the list for the category #TheYouTubeAd with the six-second appeal is Groupon’s bumper ad which features actress Tiffany Haddish. This ad was an extension of the campaign that the brand has launched during the Super Bowl this year.
In the ad, Tiffany Haddish is relaxing comfortably in a swimming pool lounger. She’s talking about not having Groupon is like throwing away your wallet into the swimming pool. It was a campaign that is aimed to save money using Groupon.
Other Nominees
Pringles – The BBQ Pizza Stack
It was an animation of the three flavors of Pringles BBQ, cheddar and pizza. The video brims with solid appetizing red color with the tagline at the end “pop, play, eat”
Sargento – 100% Real Natural Cheese Slices
The video is about a mouthwatering sandwich that is filled with Sargento cheese that is melting on the side. Then at the middle of the six-second video, a tagline “Make ‘em melt” showed up together with the title of the video “100% Real Natural Cheese Slices”
Gorilla Tape
Another nominee that was included in the YouTube Ad that has the six-second ad appeal is the 2018 Gorilla Tape commercial. It is about a man that is using a Gorilla tape to tape in his damaged shoe. And after he taped it on, he fists bombs with the gorilla.
Colgate’s campaign of saving water with Michael Phelps
The bumper ad is about Michael Phelps brushing his teeth while reminding everyone to turn off the faucet while brushing their teeth. He even advised the viewers to do this today and every day
Even Watched Pots Boil
The last bumper ad on the YouTube that has the six-second appeal belongs to Even’s ad of watched pots boil. It is about a noodle that is soaked in boiling water. It was a little playful as they animate the single noodle soaked in the boiling water.
From these short bumper ads, advertisers can find inspiration and insight that they can use to create their own bumper ad that has the six-second appeal. Creating a video ad is not easy, what more if you need to shorten it and compress it into six seconds. It is really a challenge. But if you are successful in doing it, you don’t have to worry about viewers skipping your ad. Because they will be able to see your content from start to finish.
Also, since these bumper ads are short, they get to be remembered easily. And brands who are successful with this has the highest chance of converting their online engagements into solid sales.
So with the best of the best ads this 2018, be inspired to create more videos that are shorter and that is worth remembering. If you need more ideas on how to create the best video ads, you can browse YouTube’s best ads for 2018 to get more inspiration. Browse every category and be inspired to create the best video ads for next year. Who knows, your video ad might be included in next year’s best video ads.
Date: February 28, 2019 / Categories: Analytics, / Author: Rich Drees
