I just read this headline: "In Short, YuMe-IPG Research Says It Takes Time For An Ad To Get You To Buy" and added the excerpt below. To me this is laughable. 

As a kind of bottom line YuMe and IPG offered testers several ad-viewing options. People preferred the ability to skip ads, even if that meant they’d be served more ads. On the upside, that means people want to be in charge; on the down side that means a lot of advertisers really have no chance.
— http://www.mediapost.com/publications/article/271040/in-short-yume-ipg-research-says-it-takes-time-for.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=91061