How do you get someones attention in seconds… 6 seconds to be exact? 1… 2… 3… 4… 5… 6…
Google-owned YouTube has recently begun offering many advertisers a platform to do just that. Capture users attention in today’s rapidly mobile world with the use of 6 second bumper ads.
With over 2 billion signed in users visiting YouTube every month, this new ad format is a perfect way to reach consumers with compelling video ads and attract new audiences. 6 second bumper ads provide the power of visual content that is custom built for mobile viewing. However, it can be labor intensive, and expensive for marketers to trim true view videos down to 6 second short formats.
Meet Google’s “Bumper Machine”
Nicky Rettke, Director of Product Management, YouTube Ads announced Google’s new tool, Bumper Machine at this years Google Marketing Live. Bumper Machine auto generates 6 second ads directly within the Google Ads dashboard with no additional production costs.
Simply provide a link to one of your brands 90 second videos and Bumper Machine will then create 3 to 4 unique 6 second videos. Bumper Machine even has some light editing features, which provide you with the ability to have the final say over video and audio details.
With machine learning, Bumper Machine will evaluate your original video and pull out key features like: motion, contrast, faces, and brand elements like logos and packaging.
You’d be surprised how effective short videos can be. Research shows that viewers can mentally process mobile ads quickly. According to a collaborative study by brain researchers Neurons, Inc. and the Mobile Marketing Association, mobile ads start triggering an emotional response in consumers in less than half a second. In the blink of an eye, a viewer has already seen and processed the ad! Now that’s impressive.
Short videos are also more effective when compared to 30 second ads, showing 107% higher ad recall and 134% higher purchase intent.
Bumper Machine provides a starting point for brands and marketers to repurpose old content. It’s a fast, easy, and free way to reach your advertising goals. So get started today and create something amazing!
