I seriously do. Let me tell you why.
I like the “Skip This Ad” button, because it’s a vote. You elect to watch a commercial or not, so the producer needs to make something that is compelling enough to make you want to watch it.
Sure, it might hurt publishers to not get paid for the full commercial play, but in reality, I care much more about my time than I do about some publisher getting paid. Don’t you care more about your time than you do about some nameless, faceless publisher?
I realize that I’m probably cutting my nose to spite my face here. I am a publisher, as you can see by the ads on this site and the ads that I authorize to run on my ads. I am well aware of the irony here.
I just like watching commercials that are interesting and entertaining. I don’t mind watching interesting commercials more than once. For instance, I’ve watched that one GoPro commercial with the dirt bikes I don’t know how many times, and I will keep watching it every time it comes on until a newer better version of that commercial airs.
I hate boring commercials.
The only thing that I hate more than boring commercials, are boring commercials that have to buffer before they play. Like on Comedy Central, I hate watching clips of “The Daily Show” or “The Colbert Report” over there because they always pre-roll a lame commercial for something lame and you can’t skip the preroll ad.
I understand that creating content costs money, and making money from advertising pays for creating the good quality content that I want to watch, but do I really have to watch the same commercial 5 times to watch 4 clips of the show? Do I really have to watch a 60 second ad in exchange for watching a 45 second clip?
I think not.
In fact, I can tell you what the last interesting and compelling commercial that I sat through on YouTube was, but I cannot tell you a single commercial that I’ve ever seen during those Comedy Central prerolls.
That, should tell you something.
By that, I mean that it should tell you more than I have the attention span of a gnat with ADHD.