Can you sit through a 6-second ad? YouTube execs say yes

The video-sharing website—and its parent company, Google—are introducing a new kind of video ad that cannot be skipped by users. They debut in May.

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YouTube is introducing a new advertising product that can’t be skipped.

Google—its parent company—is calling the six-second ads, which will run at the beginning of some videos, “a quick and fun format.”

Google has labeled the product “Bumpers,” and it’s hard not to attribute their length to the success of Vine. Those videos are also six seconds.

Bumpers will be sold through Google’s AdWords tool on a cost-per-impression basis. You can view an example of the format in this ad for the band Rudimental’s latest album:

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