Why Users Skip Ads (And How to Stop It)
We’ve all done it—hit “Skip Ad” on social media like it’s a reflex or scrolled past a banner ad without even noticing it. As marketers, it’s tempting to blame ad fatigue or bad timing. But the truth? It’s all about how our brains process information. Understanding why users skip ads—and how to flip the script—can turn your campaigns from ignored to irresistible.
Here’s what’s really happening in the brain and how you can use psychology to make ads that people actually want to engage with.
Why We Skip: The Brain’s Ad-Blocking Superpower
Our brains are wired to filter out distractions. It’s an ancient survival tactic—our ancestors had to focus on threats (like a lurking predator) rather than irrelevant background noise. In today’s world, that “threat” is a TikTok video or an Instagram story, while your ad? It’s just background noise.
The Science Behind Skipping Ads
- Instant Filtering: Research from the Journal of Neuroscience shows that the brain’s prefrontal cortex makes split-second decisions about what deserves attention. Most ads don’t make the cut.
- Emotional Response: The amygdala, which processes emotions, reacts negatively to pushy or generic ads, triggering a subtle “flight” response—skip, scroll, or close.
- Banner Blindness: Users subconsciously ignore ad-shaped spaces because they’ve been trained to expect irrelevant content there.
- Ad Blockers Are Everywhere: According to Statista, over 40% of internet users now use ad blockers, making traditional ads even harder to land.
With so many mental roadblocks, how can you make your ads stand out? The answer lies in understanding how the brain does engage.
The Hook: What Makes Us Stop and Click
If you want users to pause and pay attention, you have to work with the brain, not against it. Here are three psychological tactics that can make your ads unskippable.
1. Spark Curiosity (The Zeigarnik Effect)
Ever binge-watched a show because of a cliffhanger? That’s the Zeigarnik Effect—our brains crave closure. You can apply this to ads by teasing an incomplete story.
🚀 Instead of “Buy Now!”, try:
✅ “The one trick brands don’t want you to know…”
✅ “What happened next? You won’t believe it.”
Pair this with a bold visual—like a half-revealed product or an intriguing question—and watch engagement soar. HubSpot found that curiosity-driven headlines can increase engagement by 20%.
2. Trigger Emotion (But Not the Obvious Ones)
We know emotional ads work—Nielsen reports that 84% of consumers make decisions based on emotions rather than logic. But instead of overused “happy family” ads, consider more unexpected emotions:
🔹 Surprise or intrigue – “Tired of ads that waste your time? This isn’t one.”
🔹 Mild frustration – “Still overpaying for insurance? Here’s the fix.”
🔹 Humor – Think Dollar Shave Club’s viral ad: bold, funny, and completely engaging.
A 3-second video hook can set the tone—long enough to spark curiosity, short enough to keep attention.
3. Personalize Like a Mind Reader
Generic ads feel like spam. But hyper-relevant ads? They feel like they were made just for the viewer.
🎯 Try dynamic targeting:
✅ “Hey Austin runners, your perfect shoe is here.”
✅ “Just searched for productivity hacks? You’ll love this.”
McKinsey found that personalized ads can increase ROI by 15-20%. Even small tweaks, like referencing a user’s location or interest, can make a massive difference.
Real-World Wins: Ads That Stuck
Some brands have cracked the code on making their ads click-worthy. Here are two that nailed it:
📌 Airbnb’s “Live There” Campaign – Instead of a basic “Book Now” ad, Airbnb shared immersive travel stories, making viewers imagine what it’d be like to live in a new city. The result? High engagement and more bookings.
📌 Dollar Shave Club’s Viral Ad – A perfect blend of humor, surprise, and personality. Their tagline? “Our blades are f**ing great.”* It felt less like an ad and more like a friend talking. Millions of views, minimal skips.
Your Action Plan: How to Make Your Ads Unskippable
Next time you launch an ad campaign, keep these strategies in mind:
✅ Ditch the hard sell. Instead, start with a question or a half-told story.
✅ Use unexpected emotions. Humor, frustration, or intrigue work better than generic happiness.
✅ Personalize your message. Speak directly to the viewer’s interests, habits, or location.
✅ Test, track, and tweak. Monitor dwell time and click-through rates to see what resonates.
Need Help Making Ads That Actually Convert?
If you’re struggling with engagement, Ceemi Agency can help. From crafting scroll-stopping ad creatives to running high-performing campaigns, we know how to grab attention and drive results. Let’s make your next ad campaign unskippable—contact Ceemi Agency today.