Brand: GEICO
Agency: The Martin Agency Richmond
Brief
GEICO decided to do viewers a favour: fast-forward to the end of their own pre-roll ad. At the end of each :15 pre-roll, viewers could click to watch the full-length ad and see what they missed. The full-length ads featured more GEICO messaging and more exposure to the brand.
Execution
Their :15 pre-roll ads ran as paid media on YouTube. At the end of each :15 pre-roll, viewers could click to watch the full-length ad (also on YouTube) and see what they missed.
Outcome
After three weeks, the campaign had over half a million views. Most importantly, the extended versions have almost as many views as the paid :15 pre-rolls. With a 91.7% correlation between paid and unpaid views, which means 9 out of 10 paid views were converted into voluntarily watching the full-length ads.
MARKETING magazine is the Official Cannes Lions Festival Representative for Malaysia.
MARKETING Magazine is not responsible for the content of external sites.
After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
REGISTER NOW