According to data from MediaRadar, 16.5% of YouTube ads are six seconds long compared to 47% that are 15 seconds long.
YouTube is rolling out a new tool that analyzes marketers' videos and cuts them into six-second ads.
a couple years ago. On Monday, Google-owned YouTube rolled out a tool called Bumper Machine that uses machine learning to cut videos into six-second clips that marketers can run as unskippable ads in videos. YouTube said the tool analyzes videos up to 90 seconds long for features like products, logos, human faces and contrast.
"Since introducing six-second bumper ads in 2016 as a way to help you reach more mobile viewers, we've found that they punch far above their weight when it comes to effectiveness," Vishal Sharma, VP of product management at YouTube, wrote."But producing a six-second video requires additional time and resources that not every team has.
Jennifer Kohl, SVP and executive director of integrated media at VMLY&R, said that six-second ads should not have a full story arc or be cut down versions of longer ads.
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