You ran a successful awareness campaign with a video ad that's 30 seconds long, and you now see the value in remarketing to audiences who saw it with memorable, shorter video ads. What video ad format should you use to achieve that goal?

Analysis of Correct Answer(s)

Bumper ads are the ideal format for this remarketing strategy. Here’s why:

• Short and Memorable: Bumper ads are 6-second, non-skippable video ads. Their brevity forces a concise and impactful message, making them highly effective for reinforcing brand awareness established by a longer ad.
• Cost-Effective Reach: They are sold on a CPM (cost-per-thousand impressions) basis, allowing you to efficiently reach your remarketing audience frequently with a quick reminder of your brand or product.
• Reinforcement Strategy: Using bumpers to follow up on a longer awareness ad is a classic and effective tactic. The initial ad tells the story, and the bumper ad serves as a powerful, memorable echo to keep your brand top-of-mind.

Analysis of Incorrect Options

• In-feed video ads: These ads appear in discovery feeds and require a user to click to watch. They are better suited for driving consideration rather than the quick, passive reinforcement needed for this remarketing goal.
• Masthead ads: This is a premium, high-cost format for the YouTube homepage, designed for generating massive, short-term awareness for major launches, not for targeted, ongoing remarketing to a specific audience.
• Non-skippable in-stream ads: While non-skippable, these ads can be up to 15 or 20 seconds long. Bumper ads are the definitive "shorter" format, specifically designed for the quick, memorable impact described in the scenario.