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Now that we have a clearer understanding on what bumpers and trueview videos are, as well as what awareness is about, we should be able to decide which video types suit best the first phase of the acquisition funnel. 

In order to answer this question properly, we will look at two different points of views on the subject: by definition and by experiment.

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If we base ourselves solely on the above-mentioned metrics, then the conclusion is very clear: Bumpers work better for awareness. Not only do we have cheaper CPMs, we also have much cheaper CPVs and CPCs. The CTR also shows us that people tended to click on the ad more often via Bumpers than Trueview. It is basically cheaper to reach people and acquire visibility through running bumper ads than trueview ads. But it is important to understand that these video types are not in competition, and that an advertiser should take advantage of their complementarity.

The first option, which actually seems quite logical, is to run both types of ads alongside each other in order to generate awareness. We could for example retarget users that saw our Trueview ad with our bumper ads. In that way, we ensure people saw our entire message (if the ad is unskippable) or at least got the opportunity to get to know more about our brand (if the ad is skippable). We then follow-up by showing these same users the bumper ads. Indeed, the six second format would kind of lose its disadvantage of not allowing to transmit a lot of information - as these people could recall the trueview, full message ad they saw earlier. Bumpers could then be used to gently remind people about who we are, and maybe even add to the storytelling of the trueview ad. 

Even without using it in a retargeting mindset, it is always inters ting to have the two formats running side-by-side in our awareness layer. As previously mentioned, they are not in competition, but complement each other in order to raise awareness about the brand.

No matter which options an advertiser would go for, it is not recommended to merely run either only bumper videos or only trueview videos. They are really complementary to each other and their synergy is much bigger than the sum of the performances each video type would reach alone. The strength of the message is much bigger when both type of ads are combined. At first glance, it may sound bizarre to keep investing in trueview videos if bumper videos show better metrics, but the longer length of the trueview videos is at the basis of its more expensive nature. You pay more, but your brand is exposed to users for a longer period, and you can deliver a much longer message.

We probably won't be able to support this. It seems the installer file needs to be manually extracted to perform a silent install -trueview/learn-explore/caas/sfdcarticles/sfdcarticles/How-to-run-self-extraction-of-DWG-TrueView-2019-install-package-from-Command-Line.html be457b7860

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