The preeminent video advertising format — pre-roll — still irritates some consumers, so much so, in fact, that nearly 16 percent of consumers click away from a pre-roll ad rather than sit through it to watch their desired video.

The trend is worse for news media; nearly 25 percent of consumers click away from pre-roll ads on newspaper and magazine websites, according to analytics firm TubeMogul.

What this means, of course, is that 16 percent of consumers would rather not watch a video simply because it contains an advertisement, which isn’t great news for video publishers.