If advertisers aren’t seeing returns, they’ll eventually shift spending since video ads are expensive to produce and place. I wouldn’t bet against them finding something even more annoying, however.
Of course they're going to come up with new and exciting forms of interruption, but "shift spending" is extremely malleable, and agencies will still provide the feature for a price. Also, it's my understanding that there are no "returns" per se on brand advertising (vs. product advertising), regardless of medium.
No “returns” in directly measurable sales but all but the most unconcerned companies are going to look at interactions and ask whether they’re getting enough versus the cost, especially since the Facebook measurement scandal got a lot of attention.
