TikTok claims that non-skippable video ads may hinder engagement in a new report. If non-skippable ads are reducing engagement, it may be more effective to experiment with skippable ads to enhance viewer experience and improve campaign performance. 56% of viewers are more likely to actively watch videos sponsored by a brand when they have the option to skip. TikTok added that while consumers tend to watch skippable ads for shorter durations, the distinction between the duration of skippable and non-skippable ads doesn’t markedly impact viewership. A TikTok spokesperson said in a statement:“On TikTok, every view is intentional because users can skip any video they choose, including ads.