# What are bumper ads?

> Bumper ads are YouTube video ads of up to 6 seconds that people cannot skip. How you buy them, a worked cost example in rupees and when to use them.
- **Author**: Marxx
- **Published**: 2026-11-13
- **Category**: Google
- **URL**: https://marxx.ai/library-glossary/bumper-ads

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Bumper ads are YouTube video ads of up to 6 seconds that viewers cannot skip. You buy them with a target CPM, which means you set what you will pay per 1,000 impressions ([Google Ads Help](https://support.google.com/google-ads/answer/11462260), checked 2026-10-20).

## How they compare

| Format | Length | Skippable |
|---|---|---|
| Bumper | Up to 6 seconds | No |
| Non-skippable in-stream | 7 to 15 seconds | No |
| 30-second non-skippable (CTV) | 16 to 30 seconds | No |

Google offers target CPM bidding for bumper ads in Video campaigns using the "Video reach" or "Video ad sequence" subtype.

## The cost formula

Impressions = budget / CPM x 1,000

## A worked example

Say you set a target CPM of INR 200 and a budget of INR 40,000. The numbers are made up.

- Impressions = 40,000 / 200 x 1,000 = **2,00,000**
- If your audience is 1,00,000 people, each sees the ad about twice.

The target CPM is what you aim to pay. Your real CPM can differ. Check the report after a few days. See [CPM](/glossary/cpm) for how to read it.

## When to use them

- You have one simple idea: a name, an offer or a result.
- You want people to see the same message several times.
- You already run a longer video and want to repeat its best moment.

Nobody can skip, so the first second must carry the point. Put the brand and the idea up front. For ideas, see [how to write ad hooks](/guides/how-to-write-ad-hooks).

Google says bumper ads are not eligible for TrueView views ([Google Ads Help](https://support.google.com/google-ads/answer/2472735), checked 2026-10-20). Their cost does not show in the cost per view metric. Compare them on CPM and reach instead. See [CPV](/glossary/cpv).

Google lists the YouTube reach, views and engagements objective for non-skippable in-stream ads, which include bumpers. Think of them as an awareness tool first. See [brand advertising](/glossary/brand-advertising).

## FAQ

### How long is a bumper ad?

Up to 6 seconds. Google's page gives no minimum.

### Can people skip a bumper ad?

No. That is the main difference from skippable in-stream ads.

### Do I pay per view on a bumper ad?

No. You bid a target CPM. Google says bumper ads are not eligible for TrueView views, so there is no cost per view to read.

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