YouTube Introduces a New Unskippable Ad Format to Annoy Viewers

YouTube Introduces a New Unskippable Ad Format to Annoy Viewers
Youtube Esther Vargas / Flickr cc
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A new announcement by Google is prepared to annoy every user on YouTube. Its new feature will include a 6 second unskippable “bumper” ad which will occur on various videos across the platform.


Earlier, Google revealed its plans for Youtube Red, a monthly subscription program to remove any form of advertisements on all videos. This program was also extended to its mobile application. But, it excluded the channels and videos which required the viewers to pay.

The already existing 5- second unskippable ad on the mobile platform is quite similar to this new format. The old format was setup by the YouTuber uploading the video and was in charge of selecting the option. The new format takes away the user’s freedom. Zach Lupei, Product Manager of Video Ads in YouTube said this new system was introduced to challenge advertisers to create campaigns that attract the viewers.

“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. You can use Bumpers beginning in May by talking to your Google sales representative, and stay tuned as we continue to roll out new ad formats that are uniquely adapted to the way people watch video now, and in the future,” Said Zach.

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With ad blockers posing a seriously challenge, the Google-owned YouTube struggles to introduce and strategize new formats and ways to include advertisements in videos. For now, the unskippable ad has been implemented for the mobile format which doesn’t pose barriers like ad blockers. With the increasing use of mobile platforms, YouTube could introduce future formats exclusive for smartphones.

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