I did not claim, nor imply, that ads do not work on me. In fact, I alluded to the opposite in my closing line: " In five seconds, you can remind me that dawn exists, fulfilling the main purpose of the ad[...]"

> the main purpose of the ad

I recognize that showing me the name of the product is the most valuable part of an ad, by far. It's entirely about repetition which breeds enough familiarity for trial, and enough personal affirmation if the trial is a positive one.

But, that aside, if I'm looking for a skip button before the 5 seconds is up, I either do not purchase the product (I'm not sold: I don't buy), or I'm already a purchaser of the product and I'm either a fan (Your ad didn't sell me: I was sold, beforehand) or I'm not (I'm not sold: I don't buy it anymore). It wasn't a statement about ads not working on me, it's a statement about a personal, practical response to ads that I am conciously aware of because I'm already looking for a skip button.

I think I was speaking equally to anyone else reading the thread, but also I should have pointed out that the longer you watch an ad, the more familiar you will become with accepting and expecting the product being sold. There's no way to get around the time spent. Just because the first 5 seconds have the largest proportional impact, doesn't mean the last 25s won't also have an impact.

But even if everything I said was incorrect, and you actually are immune, just like you describe... everyone else isn't, and they're being targeted as much as you are.