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AdNews delegates React to Geico YouTube trickery

We wanted to know if this ad really has the power to hold the viewer’s attention beyond those first, critical 5 seconds. So the delegates gave their reactions via the Roy Morgan Mobile Reactor app as the ad was played in real time.

In the ‘Screen Wars’ session of the AdNews Media Summit today, delegates were treated to the latest sneaky Ad from US Insurer, Geico, which opens with the promise “You can’t skip this Geico ad because it’s already over” - a promise they then break by going on for, in this case, another 55 seconds!

We wanted to know if this ad really has the power to hold the viewer’s attention beyond those first, critical 5 seconds.  So the delegates gave their reactions via the Roy Morgan Mobile Reactor app as the ad was played in real time.

AdNews delegates React to Geico YouTube trickery

It seems, for the Reactions of many of Australia top Media, Advertising & Marketing professionals (who are generally more hard-nosed than your average consumer), the deception works!  The Reactor graph ended up almost as high as it started, proving that, if it’s all in fun, we generally don’t mind having the wool pulled over our eyes.

The ad scores pretty well for entertainment value and would have to help raise top-of-mind awareness for Geico in the cluttered insurance market in the US. 

Would you hang in there for the full sixty seconds?  You can see the ad and react yourself on your smartphone.  Just download and install the Roy Morgan Reactor app.  React right to the end and then see a replay with your reactions compared to the average of everyone else.

Alternative you can react online hereand view the results here.

This drastic tactic draws attention to the Screen War that digital is waging against good old-fashioned TV.  We doubt than anyone would be brave enough (or silly enough) to pay for sixty seconds for a 5 second message.  Although, come to think of it, we’ve been asked to test a few ads over the years that don’t seem to have 5 seconds of meaningful message!

For more details about the Reactor, start here or contact Roy Morgan Research.