Why Brands Need to Skip the Ads and Start Telling Stories

Don’t get in the way of what consumers want, be what they want

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You can skip this ad in 5, 4, 3, 2, 1 … skip ad. C'mon, you know you want to. We all do. While the stats vary, there's evidence that around nine out of 10 people who can skip an ad do—whether by hitting the "skip ad" button online or fast-forwarding through a commercial break while watching time-shifted programming.

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