YouTube is working on a tool known as a “Bumper Machine” that may cut down a video advertisement of a longer duration into 6 seconds.

Bumper Ads or 6-second unskippable ads, as you may know, were introduced back in 2016. Now to make work easier for the advertisers, YouTube has unveiled a “Bumper Machine” which is completely based on Machine Learning.

The Bumper Machine takes up a 30 or even 90-second video ad and produces it into a 6-second unskippable ad or bumper ad.  This whole process is automatically performed by YouTube using machine learning.

TechCrunch reports that YouTube is now alpha testing the Bumper Machine tool and eventually will perform a beta test before, ultimately launching it on a larger scale.

Given below is an example from GrubHub, which reveals what the tool is capable of.

Here’s a 13-second video advertisement from GrubHub:

Given below is a 6-second version of the ad which is automatically converted using the “Bumper Machine”.

 

What Does it Mean for the Video Advertisers?

Debbie Weinstein, who is Google’s Vice President of YouTube mentioned in a statement:

“Advertisers will have a tool to create a Bumper by scanning a longer ad for “key elements,” like a voiceover or a tight focus on human beings or logos or products. The result always ends with the final call to action in the last two-to-three seconds of the video”.

Since automated machines are not likely to get the job done 100% right all the time, making an advertisement will definitely demand some amount of human intervention.

Bumper Machine will produce four variants of your original advertisement for the advertiser to choose from. The advertiser can choose any one or keep all four of them and could also make edits before creating the final bumper ad for their video ads campaign.