We decided to do viewers a favor: fast-forward to the end of our 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.

Our :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.   

After three weeks, the campaign has 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, that means 9 out of 10 paid views are converted into voluntarily watching the full-length ads.