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According to Adweek, 94 per cent of adverts on YouTube are skipped after the first (unavoidable) five seconds have elapsed.
American insurance firm Geico has tapped into that with a new campaign where the first five seconds are key.
"You can't skip this Geico ad, because it's already over," says a voiceover.
Watch below to see what we mean.
More: [These were the 10 most complained about adverts in Britain last year]2