Ad of the Day: Geico Makes Clever Pre-Roll Ads That Are Basically Unskippable

Viewership rates for YouTube preroll ads are generally abysmal. According to some research, 94 percent of preroll gets skipped immediately after the first five seconds (which are unskippable). And in fact, that number seems low.

Part of the problem is, very few marketers specifically tailor ads to pre-roll—they prefer simply to run their TV spots unchanged. But that ignores the fact that those first five seconds are crucial. If you don't hook people then, you'll lose them.

Geico understands this, though, and is rolling out some fun new digital ads today—from The Martin Agency—that really put the emphasis on those first five seconds. Absurdly and comically so. The ads will run as :15s, :30s and even longer spots, but what happens after the first five seconds is part of the humor.

Two executions, "Family" and "High Five," roll out today in various lengths. Two more are coming soon.

CREDITS

Client: Geico

Vice President, Marketing: Ted Ward

Mgr., Broadcast Production and Agency Relations: Amy Hooks

Marketing Buyer: Katherine Kalec

Marketing Buyer: Brighid Griffin

Marketing Coordinator: Thomas Perlozzo

Agency: The Martin Agency, Richmond, Va.

Chief Creative Officer: Joe Alexander

SVP/Group Creative Director: Steve Bassett

SVP/Group Creative Director: Wade Alger

VP/Associate Creative Director: Neel Williams

Associate Creative Director: Mauricio Mazzariol

VP/Executive Producer: Brett Alexander

Broadcast Producer: Liza Miller

Junior Broadcast Producer: Coleman Sweeney

Business Affairs Supervisor: Suzanne Wieringo

Sr. Integrated Production Business Manager: Amy Trenz

Financial Manager: Monica Cox

SVP/ Group Account Director: Brad Higdon

Account Supervisor: Josh Lybarger

Account Executive: Allison Hensley

Senior Project Manager: Karen McEwan

Production Company: Park Pictures

Director: Terri Timely

Executive Producer: Justin Pollock

Line Producer: David Lambert

Editorial Company: Whitehouse Post

Editor: Caleb Hepler

Executive Producer: Kristin Branstetter

Producer: Jojo Sheer

Telecine: Co3

Colorist: Tim Mascik

Post Facility: Running with Scissors

Flame Artist: Chris Hagen

Executive Producer: Scott Friske

Senior Producer: Cheryl Lage

Music: APM

Audio Post Company: Rainmaker Studios

Engineer/Mixer: Jeff McManus

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