Brace Yourself: YouTube Ads Are About To Become More Unskippable

27 April 2016, 12:02 | Updated: 6 November 2017, 09:34

We the Unicorns

By Liam Dryden

With pre-roll ads being skipped so often, 6-second "Bumper ads" are about to make your YouTube mobile experience more ad-friendly.

Skipping a pre-roll ad on YouTube as soon as it hits the 3-second mark has become second nature to most YouTube users; so much so that skippable ads have become a much less effective way for the site and its creators to earn any ad revenue.

Fortunately (or unfortunately, depending how you look at it), YouTube is introducing "bumper ads", a six-second unskippable alternative to the longer pre-roll videos. Adverts the length of a Vine will now be a commonplace option on YouTube, to work more effectively on its increasingly-used mobile platforms. They'll probably look a little like this:

"We like to think of Bumper ads as little haikus of video ads," explains product manager Zach Lupei, "and we’re excited to see what the creative community will do with them."

Given that sponsored Vines have been a commonplace thing for a while, it's pretty fair to assume that these 6-second ads won't be particularly obtrusive - and possibly even creative?

What do you think? Are 6-second unskippable ads the best option for ads on the site? Let us know in the comments.