A pre-roll is an advertisement that is shown before the start of a video. You press “play” to watch the content, but first you see an advertisement. You encounter this format all the time, even if you haven’t thought about it. YouTube, online movie theaters, video players on websites – prerolls are almost everywhere there are videos.
Understanding how it works is important not only for advertisers. If you are promoting a product, service, or brand, prerolls can bring in real customers. And if you just want to understand digital advertising, this is one of the basic formats that everything starts with.
Pre-roll is an advertising format that plays before a video
A simple explanation of the format
To put it simply, this is a short video ad that plays before the main video. You haven’t even started watching the video you want, and the ad has already started. You can’t always skip it. Sometimes you have to wait a couple of seconds, sometimes you have to watch it until the end. That’s why the format is so memorable.
When asked what a pre-roll advertising is, the answer is as straightforward as possible: it’s an ad that appears at the beginning of a video. The format is so named because it is shown before the content. It is often used by brands, services, and online projects that need to quickly grab the viewer’s attention and convey a key message.
The difference between pre-roll, mid-roll, and post-roll
When watching videos, for example, on YouTube, you may have noticed that there are ads at the beginning, middle, and end of the video. This is the main difference between these formats:
- Pre-roll ads are shown before the video.
- Mid-roll ads are included as commercial breaks.
- Post-roll appears after the video ends.
The peculiarity of pre roll advertising is that the user is not yet engaged with the content, but is already watching the ad. That is why the first few seconds are crucial here.
Pre-roll on YouTube and other video platforms
YouTube as the main platform
You will most often encounter this format on YouTube. YouTube pre-roll ads are a classic. You start the video, and an ad plays before it. Sometimes you can skip it, sometimes you can’t.
Youtube pre roll ads work with almost any content: reviews, vlogs, tutorials, entertainment. It is a convenient format for advertisers. The audience is large, and the user’s attention is already focused on the screen.
In essence, a pre roll Youtube is a quick way to make yourself known before the main video starts.
Social networks and video networks
Instagram and Facebook
In addition to pre roll ads Youtube, it appears in Instagram and Facebook videos in the news feed and in recommended videos. The principle is the same: first the ad, then the content.
Other platforms
Pre-roll ads are also used by online movie theaters, news sites, and video networks. This format is at home anywhere there is a video player.
For example, you visit a news website and open a video with an interview or story. Before the video starts, a short advertisement appears–this is a pre roll. Or an online cinema: you turn on a movie trailer, and first you see a brand advertisement. The same thing works on video networks, where ads are shown before embedded videos on different websites. The user just wanted to watch the content, but first encounters an ad. This is precisely why pre-rolls get attention even from those who did not plan to watch the ad specifically.
What types of pre-rolls are there?
Skippable and non-skippable pre-rolls
There are different types of pre-rolls, and the most important difference is whether they can be skipped or not. This greatly affects viewer behavior.
Skippable – with the option to skip
Skippable pre-roll ads are a format where a “Skip” button appears after a few seconds. The user decides whether to continue watching or not. Therefore, it is important to hook the viewer from the very first seconds. If the ad is boring, they will simply close it. This format is suitable when you want to attract attention and weed out uninterested viewers.
Non-skippable – mandatory viewing
Non-skippable pre-roll ads cannot be skipped. The video must be watched until the end, otherwise the video will not start. Usually, such pre-rolls are shorter and more expensive, but the message will definitely be seen. This format is often used for branding and mass reach.
Short and long pre-rolls
Up to 15 seconds
Short pre-rolls quickly convey the essence and don’t have time to become annoying.
30 seconds and longer
Long pre-rolls allow you to tell more about the product, but require a strong start.
Advantages of pre-roll advertising
Before discussing specific advantages, it is important to understand one thing. This is not just a video before the content. It is the first point of contact between the brand and the viewer. This is where the user sees your offer for the first time, even before they dive into the main video. If this moment is used correctly, the ad works gently and without pressure. Below are the main advantages of pre roll advertising and why businesses are so actively using this format.
High visibility
The main reason businesses choose pre-roll advertising is that it’s hard to miss. Ad appears as soon as the user clicks on the video. The screen is already in front of their eyes, the sound is on, and their attention is focused on the content. The ad doesn’t get lost in the feed or get scrolled past with a swipe of the finger. Even if the video is skipped, the first few seconds still work.
Contact with the audience
Video pre-roll ads provide direct contact with real viewers. The person is already interested in the video, which means they are in the right state of mind to perceive information. This is not a random display. The ad is integrated into the usual viewing scenario and is perceived naturally, without causing irritation.
Increased brand awareness
Even a short pre roll video ads help users remember the brand, name, or offer. Regular displays build recognition and trust. Over time, users begin to recognize the company even before they hear the call to action.
Disadvantages of pre-roll advertising
Ad skips
The main disadvantage of pre roll ads is that users often skip the video. Skippable ads can be closed after a few seconds, and then your message will not reach the viewer.
User irritation
If the video of pre-roll advertising is too long or uninteresting, the viewer may become irritated. Sometimes this causes negative feelings towards the brand, especially if the video is repeated often.
High creative requirements
Pre roll ads require strong and engaging content from the very first seconds. Simply demonstrating the product does not work here. You need to think through the script, visuals, and sound so that the viewer watches at least part of the video.
In addition to a strong script and visuals, it is important to consider the technical side of launching an ad. Even the perfect video may not work if the account quality Facebook is poor, as the platform reduces the priority of impressions for such accounts.
FAQ
What are pre-roll ads?
How do pre-roll ads work on YouTube?
What is a pre-roll ad in advertising?
Why are pre roll ads skipped?
Are pre-roll ads effective for small businesses?
Conclusion
Pre-roll is a powerful tool that gives a brand the chance to grab the viewer’s attention before the video even starts. If the video is bright and concise, even a few seconds can leave a strong impression.
The format is great for increasing awareness and promoting a product. It works best when the message is immediately clear and interesting, and the creative is thought out to the smallest detail.
But there is a caveat: some of the audience may skip the ad. Therefore, the key message must be conveyed in the first few seconds. When used correctly, preroll helps establish contact with the audience and increases the effectiveness of advertising campaigns.
