- YouTube is testing a software tool called “Bumper Machine” that aims to optimize video ads for mobile audiences, TechCrunch first reported. The video-editing tool uses machine learning to pick out key moments from a longer spot and condense them into six-second bumper ads, a format that the video-sharing site introduced three years ago.
- Food delivery app GrubHub shortened two 13-second ads with Bumper Machine by identifying more exact marketing messages the company wanted to show. A GrubHub spokesperson told MediaPost that the short-form videos gave it more flexibility in its ad placements as part of ongoing campaigns.
- The Bumper Machine looks at video spots and identifies elements such as human characters, motion, sharpness of the focus and quality of the framing. It can help marketers to identify the message and how best to convey that in six seconds, Vishal Sharma, VP of product management at YouTube, told MediaPost.