Home Newswire YouTube uses machine learning to condense long-form ads into six-seconds

YouTube uses machine learning to condense long-form ads into six-seconds

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YouTube has introduced an editing tool that brands and agencies can use to transform long-form ads, like 30-second spots, into shorter ads – like six-second commercials – for use in the mobile multiscreen environment. Developed in-house, released in May and available free to YouTube customers, Bumper Machine uses machine learning to identify interesting, well-structured moments in the longer video, like ones that contain key brand and product information, or faces, motion or contrast.

The technology organises these moments into a sequence that becomes a short-form advertisement. In fact, it does this multiple times to offer marketers several versions to choose from. The whole process only takes minutes. Users can perform their own simple edits on the resulting ads if they want, before saving them.

Bumper Machine is designed for advertisers of all sizes. Major brands or agencies who have the resources to create their short-form ads from scratch could still use the tool to generate ideas about what a six-second story could look like, for example. For some advertisers, Bumper Machine is a fast (and free) way to create bumper ads, YouTube notes. It is also an easy way to grow an asset library or get started with video ad sequencing, the company suggests.

The food delivery company Grubhub is one of the first to use the new tool, creating both six-second and 13-second ads that you can see via the links below. A spokesperson at Grubhub comments: “Bumper Machine enabled greater flexibility by allowing us to create captivating new video formats from our existing creative. As a result, we were able to generate short-form videos to leverage as part of our ongoing campaigns.”

Vishal Sharma, Vice President of Product Management at YouTube, says: “Since introducing six-second bumper ads in 2016 as a way to help customers reach more mobile viewers, we have found that they punch far above their weight when it comes to effectiveness. But producing a six-second video requires additional time and resources that not every team has.”

Here are the Grubhub ads created via Bumper Machine….

 

6-second:

Blizzard

Wind Tunnel

 

13-second:

Blizzard

Wind Tunnel

 

 

 

 


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