YouTube has announced that it will be launching a new advertising format by the end of May. The so-called “Bumper” ads will last 6 seconds and will not be skippable. The ads were designed in response to the rising number of people watching short videos on their smartphones. YouTube has revealed that in tests, the new Bumper ads boosted awareness, recall and consideration, as well as incremental reach and frequency. Bumper ads appeared to work best as part of a Google Preferred or TrueView campaign.