Published On: Thu, Apr 28th, 2016

YouTube’s new feature is going to annoy you hugely


YouTube is launching a new feature for all its mobile viewers, that you may not welcome.

The video platform will show six-second-long adverts that viewers will not be able to skip, unlike YouTube’s longer ads.

Google bills the new adverts as “a quick and fun format”, which will be used to tell stories.

Today all YouTube ads are skippable and most people tend to click through them within a few seconds. So it’s likely these shorter, unskippable ads will get watched far more frequently.

“We like to think of Bumper ads as little haikus of video ads,” said Zach Lupei, product manager for video adverts at Google.

The Bumper ads, which will roll out next month, were recently tested to promote the launch of Rudimental’s second album.

“Bumpers were a really important part of the recent Rudimental campaign to tell the story of the band’s second album,” said Fiona Buyers, a senior marketing manager at Atlantic Records/Warner Music Group.

“They gave a short and sharp insight into a featured artist and individual track on the album.”

Google plans to use the short adverts to target the 50 per cent of 18 to 14-year-olds that watch video on their smartphones.

The unskippable adverts will be in addition to the current, longer ones already on the platform.

YouTube plans to keep expanding the different advertising options, so the platform can “uniquely adapt to the way people watch video now, and in the future,” said Lupei.

YouTube and virtual reality

Earlier this month, Google added live, 360-degree video and audio to YouTube videos.

The videos can be viewed on standard computers or with virtual reality headsets via the YouTube app on Android phones that use the company’s Cardboard technology.

YouTube has had 360-degree videos since March 2015. With the upgrade, people can now tune-in to live broadcasts of events like sports games and music concerts and turn their head to look around them. The video and audio changes as they move.

News Source Telegraph

About the Author

Syed Ammar Alavi

- is Lahore (Pakistan) based journalist & writer with 25-year experience in print, wire and broadcast forms of journalism. His major fields of interest are politics, film,tv,sports, climate change and technology