Bumper Ads: Planning a Six-Second Video Campaign

Updated September 19, 2026· 7 min read

A bumper ad is a non-skippable Google video ad lasting 5 to 6 seconds. Google’s video ad formats page describes bumpers as lasting between 5 and 6 seconds, with a 6-second maximum and a 5-second minimum in the format table. Viewers cannot skip them. They play before, during, or after another video on YouTube and across eligible Google video partner sites and apps.

Treat bumpers as one input to paid media, next to audience evidence, longer video, and business outcomes. They pair with connected TV and linear TV when you need a short reinforcement spot. Carousel ads can echo the same idea on social, but they are a different format.

Current Google video formats, compared only from official docs

Google currently lists skippable in-stream, in-feed, non-skippable in-stream, bumper, YouTube Shorts, and YouTube Masthead. The table below uses Google’s published format page. Campaign subtypes can change length caps, especially for non-skippable in-stream.

Format	Length in Google’s table	Skip	Stated job
Bumper	6 seconds (5-second minimum)	No	Short message to raise awareness or reinforce other ads
Skippable in-stream	No maximum (under 3 minutes recommended)	Yes, after 5 seconds	Attention you can measure when people stay or skip
Non-skippable in-stream	15 to 60 seconds depending on campaign subtype; body text also says 60 seconds or shorter	No	Entire message without a skip button
In-feed	No maximum	Viewer chooses to start	Discovery next to Home, Search, Watch Next, or Subscriptions
YouTube Shorts ads	Under 60 seconds recommended	Viewer can swipe away	Mobile-optimized feed between organic Shorts
YouTube Masthead	No maximum (over 10 seconds recommended)	Reservation placement	Home-feed prominence, sold through Google sales

Google’s Video campaigns article also describes bumpers as 6 seconds or less. Skippable in-stream behavior (skip after 5 seconds) is documented in Google’s video ad formats help as well as the comparison table above. Some bumper and non-skippable ads may appear on YouTube TV when eligible. Confirm inventory in the campaign, not from a blog screenshot.

Buying and reporting notes that actually belong to bumpers

• Bumper ads use Target CPM, so you pay on impressions.
• Compatible campaign types on Google’s table include Video reach campaigns, Reservations, and App campaigns for installs.
• The format table says bumpers do not increment TrueView views in Google Ads and do not support remarketing to viewers the way skippable and in-feed ads can.
• Inside a Video campaign, in-feed, in-stream, and bumper formats all contribute to that campaign’s frequency cap.

How to use six seconds

• Put the brand or product in the first frames. There is no later scene to recover.
• Say one thing. A second offer competes with the only memory you can form.
• Design for sound off. Many viewers will not hear a voice-over.
• Sequence several bumpers around one campaign idea instead of compressing a 30-second script.
• Measure reach, frequency, and, where you buy them, brand-lift studies. Do not treat a bumper CPM as proof of sales.

Frequently Asked Questions

What is a bumper ad?

Google documents bumper ads as non-skippable video ads lasting between 5 and 6 seconds (6 seconds or shorter, with a 5-second minimum in the format table). They play before, during, or after another video on YouTube and eligible Google video partners.

When should you use bumper ads?

Google’s format guide positions bumpers for reaching viewers broadly with a short, memorable message, and for raising awareness or reinforcing other ads. They are not a substitute for a skippable story or a lead form.

How are bumper ads different from skippable in-stream ads?

Bumpers cannot be skipped and last 5 to 6 seconds. Skippable in-stream ads can run longer. After 5 seconds the viewer can skip. Google bills skippable TrueView views differently from bumper impressions.

Do bumper ads count TrueView views in Google Ads?

Google’s video format table says bumper ads do not increment TrueView views in Google Ads. They can increment YouTube’s public view count. Confirm the columns in the campaign you are running.