YouTube users know the routine.
Open a video, wait for the pre-roll ad, hit "skip" a few seconds into the ad if allowed, then watch the desired content.
That creates a tough proposition for advertisers, which have just seconds to get consumers' attention as they jump from video to video.
But Paragon Honda in New York City found a way to keep viewer interest in a pre-roll campaign for the CR-V crossover by going in the opposite direction. Instead of focusing on a quick-hit video that tries to leave a lasting impression in the first few seconds, Paragon Honda and Google made a bet that consumers would stick around if presented with a longer production that was rich with vehicle features.
The team at Google's Unskippable Labs unit, which studies how ads influence viewer behavior, believed if 15-second auto ads highlighting four features could drive website visits, a four-minute ad touting more than 20 features would create even more traffic.