Geico Disrupts the Pre-Roll Ad to Turn a Nuisance Into a Delight

Geico Disrupts the Pre-Roll Ad to Turn a Nuisance Into a Delight

Advertising campaign relies on the unexpected to encourage viewership of longer ads

Lauren Kirkwood
  • 21 march 2016

For viewers, skipping past a pre-roll ad after the mandatory five or 10 seconds of viewing is often a given. Taking away the option to skip presents a problem for companies that make use of pre-roll ads: how do you engage those who are forced to watch the ad to the end rather than losing their attention? The solution that Geico came up with might seem a little counterintuitive at first glance.

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