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With non-skippable platforms, people will only watch half the ad and attention is just as likely to occur at the beginning, middle or end.  This reminds us we have to keep trying to grab, re-grab and hold attention if we want to get our money’s worth – and use audio to help with this.
With skippable platforms, you must grab attention immediately and deliver brand and message in less than 2-3 seconds before people lose interest and skip/scroll past. Whatever happens in the ad after that is largely irrelevant (unless your ad is the one in a thousand that holds attention through to the end).
See 'The Challenge of Attention' for more details.
Cinema figure taken from here.
Newspaper figure taken from here.
Poster figure taken from here.