In order to make you actually want to view an advertisement, though, the cost of doing so has to be low in comparison to the cost of skipping it. For TVs, this means that short spots and commercials on live content work well, and others not as well (which is reflected in the pricing for 30 second spots). For the web, adblock and "click to skip" means not even seeing an ad for the many (most?), which removes the chance to have any positive impact.
The ways forward as I see them are
Make your advertising compelling in and of itself, so that people want to see it.
Make the content that is being shown after or around the advertising so compelling that people will put up with your attempts to advertise to them (there's been a lot of pushback on such attempts on the web; does anyone bother with popups any more?).
The ways forward as I see them are
Make your advertising compelling in and of itself, so that people want to see it.
Make the content that is being shown after or around the advertising so compelling that people will put up with your attempts to advertise to them (there's been a lot of pushback on such attempts on the web; does anyone bother with popups any more?).
Do something that's not advertising.