Back in 2016, after introducing a six-second “Bumper” ad format YouTube is now unveiling a new tool which will use machine learning to automatically pull out a six second version from a longer ad. Doesn’t it seem ridiculous to try to compress for example a 90-second video into a six-second message.
Google’s vice president of YouTube and video global solutions,Debbie Weinstein, in fact said that when Bumper ads were first announced there was some skepticism, with advertisers questioning,
Can we actually tell our story in six seconds?”
However, Weinsten replied:
We learned over time that creatives love constraints. They’ve historically been constrained to 30 seconds, and then 15 seconds, and constrained by whatever dimensions of a particular media format.”
A Bumper may simply be a short teaser for a longer ad, for some advertisers, she said. A way to break down a 30-second ad into a sequence of six-second clips may be provided by the format for others. A tool to create a Bumper by scanning a longer ad for “key elements,” like a voice-over or a tight focus on human beings or logos or products will be provided to the advertisers. And this will be possible by this Bumper, which YouTube is currently alpha testing. And then it will lead into beta testing and eventually general availability. According to the Weinsten, the result will always ends with
the final call to action in the last two-to-three seconds of the video,
As an early test,for example, GrubHub used Bumper Machine to create the six-second version below., by taking a 13-second video. Weinsten made some suggestions that:
Bumper Machine could be used by “many different advertisers of all shapes and sizes” — some of them might be smaller advertisers who want to create Bumpers with as little time and effort as possible, while larger brands and agencies may treat them as more of a “jumping off point,” which can be refined or serve as inspiration.
“You’ll get three to four executions, the best guesses that the machine is going to make,” she said. “A human is going to go through and decide which of the three or four is best, or decide all of them are great, or do some light editing on top of that.
On the other hand, Weinstein isn’t expecting that advertisers will just start posting machine-created Bumpers willy-nilly. The idea must always have some level of human review at least.