When you're confronted with the ineffectiveness of your bland, generic, trite, marketing, stop trying to evade blame by hiding behind some study about "shortening attention spans."
Consumers don't interrupt their online activity to watch a 30 second video any more than pulling over to the side of the road to read small print on a billboard. They're not looking at your boring marketing because it's boring. Of course they're going to "Skip Ad." They've got better things to do.
Consumers pay attention to things that interest them. Most marketing fails because it's not interesting. If you make your marketing interesting to them, they will reward you with their attention.