YouTube introduces six-second Bumper ads

YouTube announced a new ad format today that’s all about brevity.

In a blog post, Product Manager Zach Lupei said YouTube has been exploring formats that are better-suited for smartphone video watchers. Hence the creation of Bumper ads — video ads that are only six seconds long.

The idea of a really short ad isn’t new — the name suggests that the inspiration comes fromthose brief bumper videos you see on TV. And it makes sense that as online videos get shorter, ads will follow suit. (It’s not great when you sit through a 30-second pre-roll to get to a video that isn’t much longer.)