The :15-, :30- and :60-second spots have company. These standard video units are becoming anything but standard with new ways of looking at video advertising coming from Facebook, Twitter and Instagram. But that only scratches the surface of video when you start to look at how video content is being shared on Snapchat and live video through Facebook Live and Periscope.

The latest ad unit comes from YouTube of all platforms. It now has six-second ads called bumper ads. The ads run as pre-roll and cannot be skipped by users. YouTube views these ads as being an add-on to more holistic campaigns with longer creative, but the fact is they represent yet another ad format that advertisers need to, at the very least, think about when developing their ad campaigns.