large image

Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

YouTube is introducing shorter ads, but you can’t skip them

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.

See also: YouTube Red should worry Spotify more than Netflix

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.

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have 9 million users a month around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.