Bumper ads in UAC The Value & Power of 6 Seconds

1. Bumper ads in UAC The Value & Power of 6 Seconds

Bumper ads in UAC
The Value & Power of 6 Seconds
Andrey Kulin

2. Bumper ads in UAC

Duration: 5-6s
Unskippable
Dimensions: 16:9, 1:1, 2:3
Support all bidding strategies
Best practice: separate video-only campaigns with bumpers
only on max GEO
● Increased reach, therefore campaigns learn faster
● In addition, bumpers increase ad recall & awareness
● Lower CPM, then it means lower CPI / CPA

3. Bumpers Best Practices to keep in mind

Do...
1.
Echo existing brand themes so it’s easier for
viewers to connect the short video to your brand
2.
something they felt than something they read
3.
Don’t...
1.
Try to do too much. Less is more.
2.
Introduce a new concept, unless you’re teasing a new
Strive for an emotional impact (humor works
well!). People are more likely to remember
Pick one message, character, emotion to profile;
create multiple Bumpers to feature more than one
Proprietary + Confidential
idea that will be explained with a longer form ad
3.
Use distracting music or voiceovers
4.
Static images aren’t ideal

4.

References:
Short story from existing creatives
Choice option
Special event

5.

References:
Core gameplay

6.

References:
CGI
Social proof
Teaser

7. How bumper’s attribution works

Video ads within App Campaigns are currently attributed by both click and engaged-view conversions. A
view is normally counted as “engaged” when a user watches for more than 7 seconds without skipping.
Here’s an overview of current Bumper attribution:
● If a user clicks on the bumper ad, we will count a Click and attribute conversions if they occur within a
30 day window (default, this is configurable).
● If a user watches a bumper ad, but does not click, we will count an engaged-view and attribute
conversions if they occur within a 2 day window (default, this is configurable).
Because Bumpers have no option to skip, every view is automatically counted as “engaged.” Please be aware
of this when reviewing performance, specifically engaged-view conversions. We offer configurable windows
for both CTCs and EVCs within App Campaigns

8. How to apply for bumpers

1.
2.
Provide account IDs where bumpers will be launched
Confirm your intent via consent email, whitelisting is on weekly basis