YouTube is bringing more adverts to its website and mobile apps

There is a brand-new feature coming to video sharing service YouTube, and viewers will not be best pleased by it.

The Google-owned video site has just announced it will be introducing the six-second adverts – dubbed 'bumper' ads – before videos can be viewed.

These new videos will appear on smartphones only and cannot be skipped.

Speaking about the adverts, YouTube's Zach Lupei said "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."

Atlantic Records was an early tester of this new format, using Bumpers to launch English band Rudimental’s second album and you can see a what YouTube has in-store below –