Reference / Glossary / Creative and formats
Bumper Ad
A 6-second non-skippable video ad, introduced by YouTube in 2016 and adopted as a format on other platforms. Bumpers are bought on CPM, work for reach and frequency at low cost, and are usually cut from a longer master rather than written as standalone pieces.
Related terms
Cite this entry:
Agency Echelon. "Bumper Ad." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/bumper-ad/