Yesterday I was speaking in “Digital PR Strategies 2018”-seminar about how to build your brand one video out of time. While rambling about industrial shredders, Finnish midsummer buyers buying cucumbers and condoms, opportunities of Augmented Reality or how we have worse attention span than goldfish, I also talked about YouTube Bumpers (actually connected to our short attention span).
Those 6 second non-skippable ads have been talked about a lot in last year or so. One key drivers for more shorter video ad content is that majority of audience detest most advertising that is pushed to them. Pushed being the operating term; people are consuming content more than ever before and they are fed up with the bad intrusive advertising more than ever before. So if you take a cynical view, using short form content and branding from first second onwards is preparing to fail: “people will skip it anyway so let´s just be fast”.
The truth is naturally more nuanced and there is a role for different lengths of brand content. The important thing is to have distinct roles for the all the different video assets. It is therefore crucial to recognize what YouTube bumpers are and what they are not.
Bumpers are not for brand building or explaining complicated nuances about your product. However, they are useful tool for brand recall and enforcing your unique selling point (if you have any).
Therefore you should not think about 6 seconds as a grand storytelling tool*, but more like a print or OOH. You can communicate one strong message, one strong visual (that is naturally moving because it is video) and your brand. Nothing more, nothing less. Don´t get confused by that is video, think of it as print ad and probably your creative will become much better.
*And yes I have seen the 6 second renditions of literature classics. And they suck balls compared to original material (although some of them are quite funny). But no one in their right mind would even compare YouTube bumper to great literature novel, apples to oranges and so on.