YouTube is automating the creation of shorter ads

{1} 这是专门向Business Insider Intelligence数字媒体简报订阅者提供的故事的摘录。要在每天早上收到完整的故事和其他见解，请点击此处。周一，谷歌宣布推出“Bumper Machine”，这是一款利用机器学习自动创建现有YouTube视频广告的六秒广告的工具。每个Adweek长度为90秒。这就是它的含义：YouTube正在努力激励广告客户承诺缩短形式广告 - 它认为与长篇广告相同或更有效 - 通过让它更容易实现。该工具旨在帮助那些没有资源或希望自己创建新的六秒广告的广告客户。品牌对于制作这样的短广告的难度感到沮丧，因为难以将有意义的叙述打包到一个短窗口中。格式的劳动密集型性质可能会削弱一些品牌尝试或坚持格式的意愿随着短片广告的下滑而长篇广告的增长：在2019年第一季度，只有16.5％的YouTube广告投放时间为6秒，而MediaRadar则同比下降20％（同比）。相比之下，近一半（47％）的YouTube广告长达15秒，24％的YouTube广告长达30秒，同比增长19％。谷歌希望，通过提供一种工具，可以在制作多种不同格式的广告时付出额外的努力，它可以推动这种减少，并帮助向YouTube观众提供简化的消息传递。早在2017年，YouTube就认为六的有效性第二个“碰碰”广告，表明该格式同时推动品牌提升和广告召回。该平台表示，美国70％的保险杠活动推动了品牌的大幅提升，平均提升率为9％。鉴于其观察到的有效性，品牌放弃了该格式，该平台可能会感到沮丧。更大的图片：YouTube的6秒广告是移动设备的最佳选择 - 其新工具可能会声称拥有尽可能多的移动视频广告花尽可能。简短广告非常适合移动观看，因为用户倾向于跳过广告 - 即使用户跳过广告，品牌仍然会付费。尽管广告客户担心6秒太短而无法有效，但根据神经元对移动营销协会的研究，移动广告实际上开始在不到半秒的时间内引发消费者的情绪反应。这意味着移动广告不仅会产生直接影响，而且当广告客户不尝试快速吸引用户注意力时，可能会错失这些广告。 Bumper Machine可能会提升YouTube的价值，因为它可以增加广告对观众的影响，而广告客户无需支付额外费用。虽然这些Bumper Machine生成的广告可以在其平台上运行，但整体推动很可能是过去几年移动视频广告增长的结果，以及YouTube在移动视频领域的不断增长。移动广告行业增长了40％根据互动广告局的数据，去年为699亿美元，占数字广告总收入的65％。鉴于移动消费在YouTube上的主导地位 - 根据YouTube发言人，移动消费占其观看时间的70％以上，高于2017年的60％ - 该公司很聪明地将广告客户纳入其认为最有效的移动广告格式。通过提供免费工具，随着移动设备的重要性不断提高，YouTube可能会让广告客户满意 - 因此也可以节省资金。有兴趣了解全文？有两种方法可以访问：1。注册数字媒体简报，每周6次将其发送到您的收件箱。 >>入门2。订阅Business Insider Intelligence的高级通行证，立即访问数字媒体简报，以及250多个其他经过专业研究的报告。作为额外的奖励，您还可以访问所有未来的报告和每日新闻通讯，以确保您保持领先地位，并在个人和专业方面受益。 >>李尔更多信息 {1}{0}{1}

This is an excerpt from a story delivered exclusively to Business Insider Intelligence Digital Media Briefing subscribers. To receive the full story plus other insights each morning, click here.On Monday, Google announcedthe launch of “Bumper Machine,” a tool that will use machine learning to automate the creation of six-second ads from existing YouTube video ads of up to 90 seconds in length, per Adweek.Here's what it means: YouTube is trying to incentivize advertisers to commit to shorter-form advertising — which it views as equally or more effective than longer-form advertising – by making it easier to do. The tool is intended to help advertisers that don't have the resources or desire to create new six-second ads themselves. Brands have expressed their frustration at the difficulty of making such short ads, as it's difficult to pack a meaningful narrative into a short window.The labor-intensive nature of the format has likely dampened some brands' willingness to try out or stick with the format, as short-form ads are in decline while long-form ads rise: In Q1 2019, just 16.5% of YouTube ads run were six seconds long, which was a 20% year-over-year (YoY) decline, per MediaRadar.By contrast, nearly half (47%) of YouTube ads ran 15 seconds long, and 24% of YouTube ads were 30 seconds long, up 19% YoY. Google hopes that in providing a tool that will take the extra effort out of making multiple ads in different formatting, it can push back on this decrease and help provide simplified messaging to YouTube viewers.As early as 2017, YouTube argued the effectiveness of six-second “bumper” ads, stating that the format drives both brand lift and ad recall. The platform said 70% of bumper campaigns in the US drove a significant brand lift, with an average lift of 9%. The platform was likely dismayed by brands abandoning the format given the effectiveness it observed.The bigger picture: YouTube's six-second ads are optimal for mobile — and its new tool is likely about claiming as much mobile video ad spend as it can. Brief ads are ideal for mobile viewing as users have a high propensity to skip advertisements — and even when users skip ads brands still pay. And despite advertiser concerns that six seconds is too short to be effective, mobile ads actually start triggering an emotional response in consumers in less than half a second, per a study run by Neurons for the Mobile Marketing Association. That means that mobile ads not only have an immediate impact, but that advertisers might be missing out when they don't attempt to capture user attention quickly. The Bumper Machine will likely boost YouTube's value prop because it can increase the impact ads have on viewers at no extra cost to advertisers. While these Bumper Machine generated ads would function across its platforms, the overall push is most likely a result of the growth in mobile video advertising over the past couple of years, and YouTube's growing footprint in mobile video.The mobile advertising industry grew 40% to $69.9 billion last year and comprises 65% of total digital ad revenue according to the Interactive Advertising Bureau. Given mobile consumption's dominance on YouTube — mobile comprises more than 70% of its watch time, up from 60% in 2017, per a YouTube spokesperson — the company is smart to funnel advertisers into what it believes to be the most effective mobile ad format.By providing the free tool, YouTube is likely to keep advertisers satisfied — and therefore money flowing — as mobile continues to grow in importance. Interested in getting the full story？ Here are two ways to get access: 1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week. >> Get Started2. Subscribe to a Premium pass to Business Insider Intelligence and gain immediate access to the Digital Media Briefing, plus more than 250 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. >> Learn More Now

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