YouTube Unveils a Tool to Take the Pain Out of 6-Second Ad Production

Bumper Machine streamlines the process

YouTube has introduced a number of updates in recent weeks. Getty Images
Headshot of Ronan Shields

Ahead of this week’s Google Marketing Live, YouTube has lifted the lid on an editing tool which it claims will help advertisers optimize their content for mobile audiences.

Dubbed Bumper Machine, the tool uses machine learning to “identify interesting, well-structured moments in a longer video” such as those that contain key brand and product information which can then be packaged into short form content.

A blog post by Vishal Sharma, vp of product management, YouTube, describes how Bumper Machine aims to streamline the production process required to best reach mobile audiences.

“Producing a six-second video requires additional time and resources that not every team has,” it reads. Bumper Machine organizes several six-second packages that advertisers can pick from in minutes, he added.

“If you don’t have a longer video to use with Bumper Machine, you can work with one of our video production partners listed on YouTube.com/Ads to help you create videos from scratch or edit existing assets, with no minimum spend requirements.”

The announcement comes as the IAB published research suggesting that mobile video ads are one of the main drivers behind the rise of the digital media market which was worth $107.5 billion in the U.S. last year with observers noting how YouTube accounts for much of this spend.

Per the figures, mobile ads generated $69.9 billion in 2018, accounting for 65% of all spend. Sue Hogan, svp, research and measurement, IAB, said mobile video ads continue to play an increasingly prominent role in marketers’ media mix, especially as 5G mobile networks begin to roll out.

“When we look at digital video and do research around mobile, we certainly see a lot of shift on the time spent,” she explained to Adweek. “If you look at time spent online, on mobile from 2017 to 2018, you see this sizable spike.”

The announcement comes the same week as YouTube’s owner is expected to showcase critical updates to its advertising products at Google Marketing Live. It also comes after YouTube implemented an update to its policies concerning how it works with third-party tech companies when it comes to serving ads on the industry’s largest video website.

 


@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
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