the 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.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 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, justof YouTube ads run were six seconds long, which was a 20% year-over-year decline, per MediaRadar.
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