I tune out ads on Google search, on websites, and ads on Facebook are about as relevant to me as the spam I get in my inbox ([0]). But, on Youtube, I'm stuck with them, so I might as well try to enjoy them. The fact that they are somehow relevant also helps.
[0] Facebook (or advertisers) seems to infer that if I'm in Sweden, I'm interested in ads in swedish. That's kind of unfortunate. Plus, even ignoring that, just like spam, half of them are just referrals to AdultFriendFinder or the likes.
And in that, I think I'm not the only one. I would guess quite a lot of people have been "trained" the same way.
The good news is that most forms of traditional ads are only mildly calibrated to what purpose they are supposed to achieve. With the exception of coupons (highly trackable) an ad on a billboard for a new type of liquor isn't going to be noticed in non-effectiveness immediately. It will be a slow death.
"that will survive a while are billboards and even they will only last until we have self-driving cars"
Otoh, ordinary car occupants, if not engaged in conversations are more likely to be on a mobile device and not looking out the window. And maybe conversing with the driver about what they read on the mobile device instead of sitting there looking out the window looking at the billboards. Same with billboards viewed from trains (riders on devices certainly more than would be reading books or magazines..)
The reason ads in real-life are effective is that they traditionally haven't had to compete for your attention. Examples:
(1) Standing on a subway platform you are looking straight at a piece of advertising for minutes until your train arrives. (2) Driving down the road, you're staring at a billboard for 1/4 of a mile (15 seconds at 50mph). (3) On TV and on the radio, inertia to change the channel means you often listen to ads.
The problem for those media is that we are now reaching the point where content is portable enough that we now never have to be subject to ads in those public spaces because we can direct our attention to our mobile devices. Over the next for years you're going to see a massive drop in the effectiveness and reach of ads in real life because people will no longer be directing their surroundings.
The only one of the above examples that will survive a while are billboards and even they will only last until we have self-driving cars. Once we have self-driving cars, why even bother looking at the road instead of our iOS and Android devices?