This is a quote from the article YouTube Videos to Have ‘Overlay’ Ads

“Shiva Rajaraman, product manager for YouTube, said internal tests show more than 70 percent of people give up when they see a pre-roll. By contrast, less than 10 percent decide to close an overlay, which they can exit by clicking on an “X” in a corner.”

We need to take a close look at this as we move towards more video on the web.

Great article.