Word on the digital marketing street is that YouTube is working on a new project – ‘Bumper Machine’. This new development uses machine learning to cut down a ‘long’ ad (of around 30-plus seconds) into just 6. This is absolutely perfect for those of you who hate having long ads with no ‘skip ad’ option on YouTube videos.
Development of YouTube’s ‘Bumper Machine’
According to TechCrunch, this new tool is currently in the ‘alpha-testing’ stage of development. Meaning, YouTube is in the process of testing for all possible types of issues before releasing it out to the general population.
After YouTube’s ‘Bumper Machine’ is finished going through the alpha-testing stage, it will move on to beta testing and then will eventually be released globally.
Debbie Weinstein, Google’s Vice President of Youtube, made a statement towards advertisers. She quoted that Bumper Machine will be available to use by many different advertisers of all shapes and sizes. So, good news online advertisers!
How Does YouTube’s ‘Bumper Machine’ Work?
This tool works by searching for the ‘key elements’ of an online ad. Usually, this involves specific people, logos, products or even voiceovers – as well as the call-to-action right at the end. Once the key elements have been identified using this clever little tool, they are combined together to become a new 6-second ad. Four different ads in fact! The Bumper Machine generates four variations of the new 6-second ad. The user can then pick their favourite to use. Machine learning is getting advanced, right?
If you’d like to see what these six-second ads look like, here is a great example that a lot of people are using.
Here is GrubHub’s original ad, which is 13 seconds long;
Now, with the help of YouTube’s ‘Bumper Machine’ here is the 6 second, shortened version of the same ad;
That’s all the information we know about YouTube’s ‘Bumper Machine’ for now!