Yeah, the unskippable ads are just maddening. Within the first 5 seconds I should either know what the product is, and my interest is established or not, or I'm hooked enough to watch the full ad. When I see the ad marked as unskippable, I'm automatically less receptive to the ad, it's demanding more than it's fair time for my consideration, so I don't want to even think about it.

One particularly maddening one was an ad that was 30 seconds, unskippable, and the theme was "our ad is so short, you don't even miss the ability to skip it!" If it didn't piss me off before, that really pushed me over the edge.