YouTube’s Bumper Machine: No Substitute for Creativity

YouTube’s Bumper Machine: No Substitute for Creativity

Video

YouTube is helping businesses to capture a person’s attention inside six seconds – which is important at a time when it takes just a few seconds for people to form an impression.  At Google’s annual Marketing Live event, YouTube unveiled a product called Bumper Machine, which makes it easier for businesses to create six-second video ads, or bumpers.

For context: in 2016, YouTube rolled out bumper ads. These consist of quick advertisements (six seconds) that are shown before a person’s selected video. A viewer must watch them before the video begins. By contrast, an in-stream video ad is the sponsored video that plays before your video selection on YouTube (and across the entire Google Display Network). You can skip an in-stream video ad after five seconds have elapsed.

According to YouTube, More than 90 percent of viewers say they have discovered new brands or products on YouTube. And as we’ve discussed on our blog, these ad formats give businesses the ability to target audiences and measure results. Not only can you target customer segments, but you can see how many of them interacted with your site, subscribed to your YouTube channel, made a purchase, or watched another of your YouTube videos (other than the ad you just showed them). Advertisers can can also see how much of the video ad an audience has watched. Doing so allows advertisers to determine if a video ad is too long, how much of the video a person watches before deciding to skip it, or see what percentage of viewers are tuned in for the entire video ad. All of these results can be determined the very next day.

But not every business has the resources and budget to crank out bumper ads. So at Google’s Marketing Live event, YouTube announced Bumper Machine, which generates six-second videos from longer video assets. Per YouTube,

Bumper Machine relies on machine learning models that are trained to identify interesting, well-structured moments in a longer video, like those that contain product or brand information, human faces, motion or contrast. It organizes these moments and brings them together to generate several different six-second ad variations for you to pick from, all in a matter of minutes. Before saving your new bumper ads, you can adjust them with simple edits.

Here is an example of how GrubHub took a 13-second ad and used Bumper Machine to create the 6-second version:

That’s right: Bumper Machine can configure your own bumper ad by figuring out what elements of a longer ad will work best in the bumper ad format – without human intervention. During a Q&A with viewers watching the Marketing Live event, YouTube product managers Ali Miller and Nick Rose answered some immediate questions:

Does Bumper Machine replace video editors and creatives?

No. One great way to use it is to gain inspiration for what you actually want to finally build as your bumper ad. You can take a look at what six seconds can do with a video and then build a customizable version of the video with all the expertise and creativity that professionals bring. But if you lack a budget and resources, it’s a way to get started with bumpers right away without spending on video production.

What was the insight behind Bumper Machine?

The six-second slot has taken hold as a way to create a compelling narrative. Bumper machine does the heavy work to help you create a six-second narrative

Is a six-second ad enough?

A six-second ad is an effective for telling a quick story. If you can fit in a single message, a joke, or an example of how a product is used, then a six-second bumper is a great way to get a message across. Also, it’s advisable to work with existing formats together to get the best results, such as skippable 30-second ads and True View to increase effectiveness, reach, awareness, and ROI.

With Bumper Machine, how does machine learning examine contextual relevance to determine a coherent message?

YouTube uses machine learning to identify the elements of the ad that will tell a story inside six seconds in the most engaging way — such as close-ups of someone’s face or a brand message. Then YouTube puts the content together to create a cohesive message.

What You Should Do

At True Interactive, we’ve been urging advertisers to adopt a video ad strategy for some time. Think of Bumper Machine as the video equivalent of your own Alexa skill, or an easy-to-use tool that enables an effective way of storytelling. Machine learning makes the formatting of the asset easier – but you still need human judgment to ensure that your ad captures the essence of your brand and is consistent with how you’re telling your story on other ad touch points (which I call creative parity, or consistency).

As with Google’s AI-fueled ad products, I suggest you view it as a tool to help, not as a substitute for actively managing your creative. For more insight, contact True Interactive. We have extensive experience with online advertising and are ready to help.

YouTube Fights to Keep Its Platform Safe

YouTube Fights to Keep Its Platform Safe

Video

YouTube once again finds itself in hot water.

Recently, businesses such as Disney and Nestle pulled their ads from the platform after a concerned YouTuber called attention to the number of predatory comments and videos targeting children. In response, YouTube terminated more than 400 channels and tens of millions of comments and then announced on February 28 that it will ban comments completely for most videos of kids. In addition, YouTube said it is “continuing to grow our team to keep people safe.” But just as it seemed the uproar was beginning to die down, YouTube was hit with more ugly incidents:

  • The resurgence of the Momo Challenge on YouTube – a viral hoax that reportedly encourages self-harm – caused YouTube to demonetize all videos about Momo.

Events of recent days are not the first time YouTube has found itself in the news over the posting of inappropriate content. Two years ago, I blogged about how YouTube’s lax reviewing standards and an easy monetization process resulted in mainstream ads appearing alongside disgusting content such as videos created by extremist groups. Although YouTube has vowed repeatedly to devote more resources to policing its content, obviously the platform is not completely safe.

Of all the firestorms engulfing social media platforms lately, I can’t think of anything that approaches a level of severity than the exploitation of children. But can YouTube stamp out the problem through the measures it has announced?

Meanwhile, as my colleague Kurt Anagnostopoulos noted in a blog post, social media is a messy place for brands to live. No matter what steps YouTube takes, the site will never be free of inappropriate content. I suspect most businesses will tolerate occasional flare-ups so long as they are dealt with swiftly. It’s the pattern of abusive content that causes businesses to pull their ads. For YouTube, gaining and keeping trust will come down to how well the platform stops the flare-ups before a pattern emerges.

For more insight into how to manage your brand in the digital world, contact True Interactive. We’re here to help.

Brands, Get Ready for Video on LinkedIn

Brands, Get Ready for Video on LinkedIn

Marketing

Organic video for company pages is coming to LinkedIn. It’s only a matter of time. Businesses need to be ready to capitalize on the opportunity.

Video content is already a major way businesses and people communicate on the internet. According to Kleiner Perkins, video accounts for 74 percent of all Web traffic, and 55 percent of people watch video every day according to MWP. In 2017, LinkedIn started to catch up to other social platforms that have become more accommodating to video content when the company made it possible for users to create personal videos on its mobile app.

For LinkedIn, the introduction of video meant that its users could create more engaging stories about themselves, especially in a business setting. For example, in a blog post about LinkedIn video, LinkedIn cited the example of the president of an equipment company using video to demonstrate how her company’s forklifts operate.

Since then, LinkedIn has indicated to True Interactive that the company plans to bring native sponsored videos in the feed as part of its 2018 advertising plans. The timing could not be better. On January 11, Facebook announced the company will downgrade content from publishers in users’ news feeds. This move will pressure more publishers to look to other platforms such as LinkedIn to engage people with their content.

Businesses should prepare for video coming to your LinkedIn pages. For example, if you post video regularly on other platforms, create a strategy for cross-posting content on LinkedIn. You might want to start by testing different types of video to see what kind of content creates more engagement on LinkedIn versus Facebook or Instagram although these days the content between Facebook and LinkedIn is converging. LinkedIn used to be a platform for people to post business-related content, but more and more users are posting personal stories that would appear on the surface to be more suitable for Facebook. Businesses that rely on employee ambassadors to humanize their brands with more personal content might find LinkedIn to be an attractive destination for video content.

It also makes sense to earmark a larger LinkedIn advertising budget. LinkedIn will certainly incorporate video into its advertising products to monetize video and create more engagement for brands. Especially with Facebook becoming less friendly to brands, LinkedIn looks more attractive.

As I mentioned in a recent True Interactive blog post predicting 2018 trends, LinkedIn is becoming a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. Recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. Businesses should already be taking a closer look at LinkedIn as part of their advertising and content marketing strategies – and make sure you include video.

For more insight into how to build your brand across the digital world, contact True Interactive. We’re here to help.

Image source: https://pixabay.com/en/video-camera-optics-photography-2562034/

Nuts & Bolts: How to Decide if Paid Video Search is Right for You

Nuts & Bolts Video

Look at any article or blog post on “hot marketing trends for 2016” and you’ll see “video” at or near the top. Do you have a strategy for implementing paid video search in your marketing plan?

The latest post in our “Nuts & Bolts” series delves into the what, why and how of paid video, based on a recent workshop I presented. For example, Forrester estimates that one minute of video is worth 1.8 million words of text in terms of the message being communicated. Can you afford to miss out on that opportunity?

View the slides below from our workshop to learn if a paid video program is right for you right now. If not, discover how to discern when it is the right time. You’ll also get useful tips and links to help you begin – once the time is right. More importantly, you will get advice on how to measure your program’s effectiveness with techniques like attribution marketing.

A Year of Analytics, Mobility and Video

Analytics Mobile Nuts & Bolts Video

As we prepare to say farewell to 2015, we’d like to use this final FirstWord post of the year to say thanks to all the editors who published our articles. We focused on three major themes during the last 12 months – Analytics, Mobility and Video – and some of the finest digital marketing publications on the web were gracious enough to share our work.

Here are five of our favorites:

Why Digital Marketing Analytics Is Important for Retail Sales” – a video interview with Eric Vidal, editor of The Marketing Scope

TargetMarketingHow to Use Analytics to Improve the Performance of Your Digital Marketing Campaigns” – from the Measurement & Metrics section of Target Marketing

MarketingProfsFive Ways Google Analytics Turns You Into the Sherlock of Paid Search” – a column in MarketingProfs

Before Shooting for Video Marketing Success, Learn to Hit a Moving (i.e., Mobile) Target” – featured in the Executive Briefing from biz

CMLogoThink Before You Leap Into Paid Video Search” – from the Consumer Marketing channel of Chief Marketer

If any of these headlines catches our attention, practice the power of the click. Click on the links we’ve provided and visit these pages in support of the publications that support us.