YouTube to add non-skippable six second 'Bumper' ads to its mobile fare



If you love viewing YouTube videos on your mobile device, we have a bit of bad news. Today, YouTube announced today that some of its videos will include a six second 'Bumper ad' that will be unskippable. Actually, that is only one-second longer than the five-seconds that you are forced to wait before being allowed to skip longer ads on the platform. But when you're dying to watch a particular clip, one second can feel like a lifetime. And because these ads are unskippable, you're forced to watch them before your video begins.

What is bad news for consumers could be good news for Google and for corporations looking to advertise. YouTube sells the ads through its AdWords auction on a CPM impressions basis. Atlantic Records tested the new ad format to promote the second album of a band called Rudimental. The six second spots allowed the label to promote the number of guest stars that appear on the album.

YouTube compares the Bumper ads to little haikus, although you're more apt to consider them an annoyance. Still, with all of the free content available to watch on the video streamer, somebody's got to pay for upkeep and we're pretty sure that you don't want to be enlisted for that task.


You can check out a sample of a Bumper ad by clicking on the video at the top of this article.

source: Google via BGR

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20 Comments

1. XperiaFanZone

Posts: 2277; Member since: Sep 21, 2012

I love the products Google acquired (YouTube, Android, snapseed, etc)...But it would have been a lot better if other companies bought them...apart from Facebook. Even MS got punished for making a better version of the YouTube app.

3. kefalin

Posts: 292; Member since: Feb 08, 2015

I dont think so. Every company wants to have revenue,it doesnt matter what company it is,if its Google,Amazon or someone else. We can be happy that Youtube is not paid service (at least for now).

17. ibend

Posts: 6747; Member since: Sep 30, 2014

yeah and without it, gazillion of great YT channel wont exist.. google didnt eat all of those revenues, they use it to pay vids owner, and some people got nice earnings from their channel

20. TerrellAmerica unregistered

Paid Youtube service is already happening, there are some Youtube channels that charge 99¢ to $1.99 in order to watch one! channel.

2. natypes

Posts: 1110; Member since: Feb 02, 2015

Why don't they do some research on what percentage of people hit 'Skip' as soon as it is available? I know I do. Every. single. time. No one cares and these ads just anger people. Weird story.... The only ad I have watched was for Gears of war 4 recently. That's because I opened youtube to watch the music video 'Sound of Silence' by Disturbed. And I ONLY watched that ad b/c it was playing the SAME EXACT SONG! lol I thought my video was playing over the ad and was really confused for a moment.

4. Bernoulli

Posts: 4359; Member since: Sep 01, 2012

lowkey I've always been able to skip through the annoying ads with my BlackBerry 10 device, never have I ever been forced to watch through an ad and did I mention default ability to play the music on the background?

5. thowersome

Posts: 34; Member since: Jan 08, 2015

I don't get ads anymore on android with the Xposed modules YoutubeAdaway and as an added bonus, YoutubeBackgroundPlayer, to get the full "Red" experience for free. (Root required)

10. Zylam

Posts: 1808; Member since: Oct 20, 2010

I can never get that module to run properly.

6. TmoRep

Posts: 107; Member since: Apr 20, 2016

If ads keep it a free service I won't complain, would rather not have to pay for a subscription.

7. bucky

Posts: 3774; Member since: Sep 30, 2009

I have yet to find an adblocker for ios 9 that can block youtube ads. Anyone have a suggestion?

19. TerrellAmerica unregistered

"Adblock" in the app store block everything even ads in apps

9. Tziggy14

Posts: 623; Member since: Sep 02, 2014

Ads need to disappear from the internet, forever.

11. tedkord

Posts: 17135; Member since: Jun 17, 2009

Sure, if you're ready to pay a subscription fee to every web site, every forum and every search engine you use, that sounds like a plan.

14. therealestmc

Posts: 679; Member since: Jul 23, 2012

And you want Google to jay to keep YouTube running for free?

12. tedkord

Posts: 17135; Member since: Jun 17, 2009

Does this affect those of us with YouTube Red?

15. villagerguyz

Posts: 96; Member since: Jul 22, 2015

Definitely not.

13. cripton805

Posts: 1485; Member since: Mar 18, 2012

I think they should limit the ads. I know I have resorted to watching netflix more often just because Im so annoyed at playing ads after EVERY video. I watch more ads today than I ever did on cable TV. I would rather watch a 2 minute video every 15 or 20 mins than having to skip the damn ads after every single two minute short video Im watching. Maybe make it an option? Id rather watch one long ad than 15 small 5 second ads im skipping every 30 mins. Sometimes its more if Im looking through videos. I can probably go up to 30-50 ads in half of an hour.

16. kajam

Posts: 220; Member since: Jun 24, 2015

Ad need to disappear from everything TV Internet anything In my TV I watch my show for 5 min then ad for 10 min. Which drive me crazy

18. ibend

Posts: 6747; Member since: Sep 30, 2014

than blame your TV channel.. in here we have 55minutes uninterrupted TV show, and 5minutes ads, and those ads start after the TV show end

21. NocturnalEvil

Posts: 39; Member since: Mar 11, 2015

Install Adquard app and you're good to go. It's no more available on Playstore so install it via Amazon App Store or Aptoide.

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