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# ‘Bumper Ads’ Can Help Recall: CMI
- URL: https://www.fdaweb.com/bumper-ads-can-help-recall-cmi/
- Published: 2017-10-18T12:00:00.000Z
- Updated: 2026-09-14T22:56:51.000Z
- Author: David McFarland
- Tags: FDA Policy/General, #legacy-id-D5139903

Healthcare media resource CMI says that Google “bumper ads” placed before YouTube videos “can go a long way for brand recall if executed strategically.” The six-second videos that can’t be stopped early drove 30% higher ad recall than in-stream ads, according to Google statistics cited by CMI in an online [post](http://www.cmimedia.com/insights/povs/bumper-ads-pharma?%5Fcldee=ZGF2aWRAZmRhd2ViLmNvbQ%3d%3d&recipientid=contact-223928a01483e51180f13863bb2e0548-29cca8828bd84319961af1661f5890c8&esid=fcb548d0-80b2-e711-8124-e0071b6a71e1&ref=fdaweb.com).w

Three main uses for bumper ads, CMI says, are to tease a new product or clinical trial, amplify awareness of an existing product, or echo another promotion.

The analysis includes a case study on a CMI bumper ad campaign to promote a virtual event for a client as one of the first healthcare brands to pilot the ad format. The company says the promotion successfully drove over 440,000 impressions with a $10 cost per impression over two days. Since bumper ads are geared to mobile users, it says, over 84% of the impressions appeared on mobile and tablet devices.

“As with all campaigns,” the post concludes, “we recommend a strategic approach when launching a bumper ads campaign….. Additionally, we would recommend running bumper ads for a prolonged timeframe in order to apply learnings and make optimizations throughout the duration of the campaign. Optimally, a bumper ad would be in conjunction with a :30 ad to reinforce the message, per Goggle’s findings.”