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YouTube introduces 6 second Bumper ads you can’t skip

If you like to watch YouTube videos on mobile devices, and let’s face it, who doesn’t? Then be prepared for a new form of unskippable advert courtesy of Google’s AdWords team trying to extract more revenue from video plays.

The new adverts are called Bumper ads and will be no longer than 6 seconds each. Google believes they work best when combined with “a TrueView or Google Preferred campaign.” Basically, Google wants advertisers to tell a story with longer adverts and then serialize the content in Bumper ads as a form of “haiku.”

So, for example, this Audi 45-second TrueView advert for the Q-series SUV:

Has been adapted to become a “snackable” Bumper ad that’s only 4 seconds in length:

They can and probably will create several of those Q Bumper ads in the near future to quickly remind you to go out and buy a new SUV.

Unskippable adverts are a real pain and very frustrating, especially on mobile devices when you have a data limit to think about and limited time to view the content you tapped to view in the first place. The good thing about Bumper ads is they are very short. However, they will become just as frustrating as longer adverts if they start getting positioned throughout the playback of a single video.

Expect Bumper ads to invade mobile YouTube beginning in May. And apparently we have the 18-49 year olds (so the majority of adults on the web) to blame for their existence. We all pick up our mobile devices first to watch video in 2016.

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