Starting this month, YouTube is rolling out “Bumper Ads” – 6 second-long video ads that users won’t have the option of skipping past.

Most video ads on YouTube currently allow users to skip after 5 seconds. But this shorter format is designed to target mobile users, as half of 18-49 year olds use their mobile device first to watch video.

Google recommends that the new Bumper Ads be combined with a TrueView or Google preferred campaign – in their early tests, Bumper Ads performed in upper funnel metrics like recall, awareness and consideration and work well to drive incremental reach and frequency.

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