6 Things Geico and Vimeo Taught Us About Making Great Preroll Ads in 2015

How to turn an annoying format on its head

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Few ad units have the ability to annoy consumers the way preroll does. For many viewers, it's just a matter of counting down the seconds until it's over.

But 2015 provided a couple inspiring examples of preroll ads—Geico's "Unskippable" and Vimeo's "Interrupted"—that marketers can learn from.

Geico's "Unskippable" preroll series consists of four spots, including "Family," "Elevator," "Cleaning Crew" and "High Five." Interestingly, "Interrupted" is more of an anti-ad than an ad—a clever short that speaks to the agonies of preroll ads, running on YouTube as a provocative call to get viewers to switch over to the ad-free platform Vimeo.

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