Today the company announced that beginning next month, it'll offer six-second "Bumper" ads that are designed to be a better companion to the shorter video clips that millions of YouTube users are watching on smartphones.
The company justifies the short ads (which cannot be skipped, unlike longer spots) by pointing to research showing that 50 percent of 18 to 49-year-olds turn to mobile as their first option for consuming video — and keep in mind a ton of that is music.
This is fascinating! YouTube, which is supposed to be "forward thinking" and part of the "newfronts" is embracing the oldest vehicle the TV industry has for making money - the advertisement. In an age where no advertisements seems more and more like the future, where content is king and the user is in total control, YouTube is practically going backwards.