In a bid to get more people paying attention to adverts run on their site, Google are now implementing a new ad option for videos on Youtube – six-second bumper ads.

The ads, which are made to compliment the shorter videos people watch through smartphones, are meant to be unskippable. However as they’re so short, it’s not as if this is going to annoy a lot of people, even those who use Adblockers to block all adverts online.

“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,” YouTube’s Zach Lupei wrote in a blog post.

The move is made because research is pointing to the fact that an awful lot of people are now watching their videos primarily on their phones – 50 percent of 18 to 49-year-olds in fact. Since a lot of those are music videos too, they’re perfect for music companies to use to push new releases to the right audiences.

The new ads will be enabled from the beginning of next month, and will be an additional advertising option alongside the ones already available on the video-sharing site.