효과적인 범퍼 광고(Bumper Advertising) 제작에 관한 연구 = A Study on the Effective Production of Bumper Advertising

다국어 초록 (Multilingual Abstract)

As watching videos on YouTube is free, you have to watch the pre-roll ads in order to enjoy the videos you want. However, more viewers give up watching the videos and leave the page as the length of the ad becomes longer, and it is impossible to skip the ads. Thus, Bumper Advertising, created by Google’s YouTube, which ends in six seconds, became a new media to win the hearts of consumers again. It is fairly acceptable to viewers because it is much shorter than the average 30-second ads.
When developing Bumper Advertising ideas, experts and advertising students found that a Two-Frame Storytelling is effective. For Bumper Advertising, there is no need for arc or evolving narratives but two frames. To attract the viewer’s attention immediately, the first frame should start with an intriguing situation. The second frame answers to the curiosity in the first one. Including a twist is highly recommended for a stronger impression. Then, the message and the logo of the brand follow.
In order to develop an effective Bumper Advertising, the key to success is
presenting the surprising situation first and gratifying the curiosity in two seconds.