A bumper ad is a 6-second non-skippable video ad — short enough that near-100% of viewers complete it because there is no time to navigate away. Bumpers are designed as frequency reinforcement tools, not standalone brand introductions. They work best when the viewer has already seen a longer (30-second) version of the ad 3–4 times and the bumper serves as a recall trigger without the full video frequency load.
Key facts for India CTV planners:
- Completion rate: 97–100% (no time to abandon)
- India platform: YouTube CTV via DV360 or Google Ads. JioCinema and Hotstar do not offer a standardised 6-second bumper product.
- CPM: Rs 20–80 on YouTube CTV — the lowest per-impression cost in CTV.
- Creative rule: Brand in frame within 2 seconds. One message only. Design specifically for 6 seconds — do not cut down a 30-second master.
- When to use: After 3–4 longer-form exposures to the same audience. As a high-reach, low-CPM brand presence layer on YouTube CTV alongside JioCinema/Hotstar video buys.
Full guide
For a complete explanation, read: Bumper ads on CTV: the 6-second format and how to use it effectively