Sitting through an advert before a YouTube video is a common irritation, and when given the option to, 70% of watchers opt to skip the advert after 5 seconds. Soon, you may be able to bypass this altogether - for a price. YouTube is set to introduce a paid subscription.

Joining the likes of Spotify, Pandora and Beats Music, YouTube has launched a subscription service that lets people stream ad-free music videos and download them for offline use. The $10 monthly fee for Music Key also provides access to Google's Play All Access.

Advert-blocking browser plugins are growing at a rate of nearly 70% year-on-year. The most popular, AdBlocker, reached 150 million users in June 2014. And if people really are more likely to climb Mount Everest than click a banner ad, what is next for online advertising?

Listicles, celeb gossip, virals, and vloggers. Nothing works harder to capture and retain our attention than the internet. But if clicks, page views, and ‘likes’ no longer cut it when it comes to gauging how engaging a platform really is. How should we be measuring a brands money-making potential?