Broadcasting & Cable: Click-through rates on banner ads have already hit rock bottom, 94 percent of online viewers skip pre-roll ads before five seconds have gone by, and an estimated 12 percent of display ads are never even seen, translating into $18.5 billion in ad spend waste in 2015, according to a new report, “The Eclipse of Online Ads.” That all ads up to brands rethinking how they spend online, with an increasing shift going toward content, according to the report.