The problem with online video ads

I just watched a one minute, 13 second-long video on The New York Times, but before I did I had to watch a 30-second ad. That's too much ad for not enough content.

So I have to wonder how YouTube could ever do pre-roll ads, even 10 or 15-second ones. A key to YouTube's success is its speed and any little speed bump means fewer videos watched. I, like everyone, am curious to see what Google will do here.