A Bumper Machine tool has been launched by Google that helps video advertisers create six-second bumper ads from existing video ads that run 90-seconds or less. The tool, which is powered by machine learning, will identify well-structured moments in longer videos, and then convert those moments into a number of six-second video ads.
The process itself will take only minutes to complete. Video advertisers can adjust the creative before saving the new bumper ads.
As early as 2017, YouTube reported that 70% of the 122 bumper campaigns it analyzed drove a significant lift in brand awareness. Nine out of ten of the campaigns drove ad recall, with an average lift of more than 30%.
The Bumper Machine is great for advertisers, especially if they have limited resources. With the Bumper Machine, they can obtain multiple bumper ads from their longer video assets.
“Bumper Machine enabled greater flexibility by allowing Grubhub 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,” said a Grubhub spokesperson.
Grubhub, one of the brands with early access to the Bumper Machine, used the new YouTube tool to create the six-second video ad above.