YouTube unveils ‘Bumper Machine’ tool to create six-second ads


YouTube has launched a couple of new ways to advertise on its platform, which may be of use for artists or smaller labels who are lacking the time and resources for creating and editing video ads. One of them is called Bumper Machine, and it’s a tool for creating the six-second ‘bumper ads’ that YouTube says “punch far above their weight when it comes to effectiveness” on the platform.

The new tool uses machine-learning technology to take a longer video, identify “interesting, well-structured moments”, and then create a group of six-second ads using those moments, which can then be saved and deployed. There’s potential here for music videos, we think.

The other new tool is called ‘Discovery Ads’, which is for people who want to create a YouTube ad without any video assets to start with. “Just upload your best images from your social campaign, then we’ll optimise your media mix for maximum performance across Gmail, Discover and the YouTube Home feed,” explained YouTube. Again, possibly worth experimenting with if you’re planning a campaign on a tight budget.

The news came as YouTube announced that its YouTube Music subscription service is now available in 50 countries, having just added Poland, Czechia, Romania, Hungary, Bulgaria, North Macedonia, and Cyprus.

Written by: Stuart Dredge