YouTube introduces new 6-second video ads built for mobile

Viewing habits are changing. To adapt to the fact that video consumption is moving to mobile, YouTube has introduced a new ad format this week, Bumper ads, designed specifically for quick snippets of content.

Bumper ads last six-seconds, run before videos and are unskippable, ulike TrueView ads — which can be of any length.

We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them.”

Zach Lupei, product manger of video ads at Google, said in a blog post, adding that they will be available to advertisers in May.

Atlantic Records has been one of the first to test unskippable mobile ads:

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