Geico's award-winning "Unskippable Ad" campaign took an unprecedented approach to pre-roll advertising by breaking all of the traditional rules. But is it really “unskippable”? We used eye tracking and emotion to find out.
VISUAL & EMOTIONAL ENGAGEMENT
Eye tracking data reveals that 100% of people looked at the video (and Geico’s logo) throughout. While viewers achieve peak emotion before the ad is skippable. A high emotional engagement (of any emotion) before the skip line increases the chance that viewers will finish the video and avoid the skip button. Viewers also exhibited sustained positive emotions throughout the video, which further suggests that the video really is “unskippable.”
Geico's logo is salient throughout the video, resulting in 100% brand recall. By poking fun at the typical viewer's desire to skip pre-roll ads, and by keeping the ad short and sweet, 74% of viewers felt the advertiser respected their time.
Geico’s ad achieves high emotional and visual engagement well before and after the skip line, with 100% brand recall. This data indicates that Geico’s “Unskippable ad” really is unskippable.