Viewership rates for YouTube preroll ads are generally poor. Part of the problem is, very few marketers specifically tailor ads to preroll—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. UPDATE: All four spots are now posted below.
CREDITS
Client: Geico
Vice President, Marketing: Ted Ward
Manager, Broadcast Production and Agency Relations: Amy Hooks
Marketing Buyers: Katherine Kalec, Brighid Griffin
Marketing Coordinator: Thomas Perlozzo
Agency: The Martin Agency, Richmond, Va.
Chief Creative Officer: Joe Alexander
Senior Vice Presidents, Group Creative Directors: Steve Bassett, Wade Alger
Vice President, Associate Creative Director: Neel Williams
Associate Creative Director: Mauricio Mazzariol
Vice President, Executive Producer: Brett Alexander
Broadcast Producer: Liza Miller
Junior Broadcast Producer: Coleman Sweeney
Business Affairs Supervisor: Suzanne Wieringo
Senior Integrated Production Business Manager: Amy Trenz
Financial Manager: Monica Cox
Senior Vice President, 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 Producers: Justin Pollock, Jackie Kelman Bisbee
Line Producer: David Lambert
Editorial Company: Whitehouse Post
Editor: Caleb Hepler
Executive Producer: Kristin Branstetter
Producer: Jojo Scheerer
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