Online video behemoth YouTube is introducing shorter, six-second ads tailored for viewers watching on mobile devices.
The new Bumper ads, which will begin prefacing videos in May, are unlike the current pre-rolls in that they cannot be skipped at any time.... unless of course you're a YouTube Red member, which means you won't see them anyway.
Given that they’re only six seconds long, there’s not that much of an advantage to skipping them anyway.
Google-owned YouTube appears to be responding to the growing penchant for short-form video through services like Vine.
It is also being forced to innovate through increased competition for ad-revenue from Facebook.
The format, described as “little haikus of video ads” is also more suited to YouTube viewers watching “snackable” where ads have often been comparable to the length of the video content itself.
The firm has already snapped up Atlantic Records and Audi as partners.
You can see an example below. Warning: Contains Ed Sheehan.