To showcase the six-second ad format, Google got some agencies and filmmakers to create six-second stories which were shown off at the recent Sundance Film Festival.

With the ‘Skip Ad’ option on YouTube pre-rolls now, we consumers could skip the uninteresting ads and the brands would get the message via their analytics (or so we’d hoped). But with the six-second bumper ad format, we’ll have no choice but to sit through the “you-need-a-website” Wix crap. All the time.