YouTube rolls out a tool to optimize 6-second ad production

YouTube Bumper Machine

YouTube initiates YouTube Bumper Machine, a tool to aid advertisers with 6-second mobile ads, assembled from longer adverts.

The tool rolled out by the platform, Bumper Machine, uses machine learning to identify moments with crucial brand or product information from a longer video and compiles it into short-form advert called ‘Bumper ads’, mainly 6-second ads.

The tool has been made available to smoothen the process of editing and production to best reach mobile audiences. Bumper ads are supposed to communicate the message the advert represents within a short span of time, to extend the reach of a campaign.

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Adweek reports Vishal Sharma, VP of Product Management, YouTube, in a blogpost mentioned “Producing a six-second video requires additional time and resources that not every team has, Bumper Machine organizes several six-second packages that advertisers can pick from in minutes.”

Mobile ads generated $69.9 billion in 2018, accounting for 65% of all spend. Such figures prompt the importance of mobile ads.

Bumper Machine may aid advertisers producing long-form content who do not want to miss out on the short-form mediums due to not having enough resources to suffice production and post-production endurance.


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