6 Second Video Ads Made Easy With Google’s Machine Learning – The Buyer’s Journey 53

Google’s latest machine learning tools takes your video ads that are 90 seconds or less and turns them into multiple 6 second video ads. How will this affect your ads? We discuss!

The Awareness and Consideration Stages: A Refresher

The Awareness Stage is the first stage in The Buyer’s Journey. During the Awareness stage, a prospective customer realizes they have a need or are made aware of a problem.

The Consideration Stage is the second stage of The Buyer’s Journey. It involves two main components: researching a brand’s product and choosing where to buy that product. This then leads customer’s into the Purchase phase.

Baby Bumps: 6 Second Video Ads

Google is releasing a new tool called Bumper Machine for YouTube. The tool will allow advertisers to create 6 second video ads from 90 second or less video pieces using machine-learning. The process takes a few minutes while the tool finds the well-structured pieces of video and puts them together into multiple 6 second video ads. Here’s a clip courtesy of Marketing Land below:

https://youtu.be/UCz1dXFCE9o

“Bumper Machine enabled greater flexibility by allowing Grubhub to create captivating new video formats from our existing creative. As a result, we were able to generate short-form videos to leverage as part of our ongoing campaigns,” a Grubhub spokesperson told Marketing Land.

In 2017, YouTube reported that in the 122 bumper campaigns it analyzed, 70% had a significant lift in brand awareness. Furthermore, nine out of ten of those campaigns had an average lift of more than 30% for ad recall.

In today’s episode we discuss how great we believe this tool is. Video is one of the most powerful social media advertising tools, and being able to make quicker, easier use of video is always good. While I’ve yet to get my hands on the tool itself, I have high hopes for it. My only concern would be how certain videos end up sounding, especially if they have a voice over. The GrubHub ads currently don’t address this problem as they lack a voice over or talking (or do in the 6 second version, at least). However, this is likely a minor gripe.

Check out our next episode where we’ll discuss a news article covering the Purchase stage of The Buyer’s Journey.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

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