Pre-roll Video Ads: What It Is & Why Advertisers Use Pre-roll Advertising?

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Video consumption and advertising go hand-in-hand. Before your video starts streaming, the advertisements (ads) take precedence. That brief moment is where pre-roll video ads live.

Pre-roll ads are short, punchy video-based advertisements that play before the video content begins on video streaming platforms (for example, YouTube). They’re designed to capture the immediate attention of viewers, as pre-roll video ads enjoy a 61% view-through rate (VTR), compared to 39% for mid-roll ad placements. 

To understand why pre-roll advertising continues to perform so effectively, it’s important to first examine what pre-roll ads are and how they function within a video streaming ecosystem.

What Are Pre-Roll Ads?

Pre-roll video ads are short video advertisements (often 5-30 seconds) that an online video platform like YouTube shows to its viewers. As the name implies, the ‘pre-roll’ ads are shown prior to the video chosen by the viewer. Video content creators, publishers, and advertisers reckon pre-rolls as the goldmine of content monetization, despite persistent ad-whingeing among the video consumers.

The primary function of pre-roll ads is to create brand awareness, as they have high visibility and viewer attention at the earliest point before the actual content begins. Pre-roll ads are target-focused, and advertisers can easily tailor their message to reach specific demographics, communities, or interest groups.

 

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How Do Pre-roll Video Ads Work?

Pre-roll video ads are often delivered through programmatic advertising workflows involving ad exchange marketplaces, demand-side platforms (DSPs), and supply-side platforms (SSPs). The process usually begins with real-time bidding (RTB).

When a user clicks on a video, an ad request is sent to an ad exchange, where multiple advertisers bid for the pre-roll placement based on targeting criteria such as audience data, device type, and campaign goals. The highest eligible bid wins the auction, and the selected ad is served before the video content begins.

Why Choose Pre-roll Video Ads for Your Campaigns?

Pre-roll video ads connect instantly with the viewers, even though they can be intrusive at times. Appearing before the video content begins, pre-roll ads offer advertisers a combination of visibility, control, and measurable performance. There is much more to the beneficial angle of pre-roll video ads, including:

1) Guaranteed Exposure

One of the key benefits of pre-roll video ads is their ability to deliver guaranteed audience exposure. Guaranteed in a way that these ads are difficult to avoid, and are often watched. According to a global survey, 48% of viewers complete pre-roll ads rather than skip them, emphasizing the reach of pre-roll ads in the digital advertising industry.

2) Brand Awareness

Early placement of pre-roll ads helps reinforce brand messaging, logos, and visuals, improving brand recall even if viewers skip the ad after a few seconds. A well-crafted pre-roll video ad increases the likelihood of a viewer remembering the brand and recommending it to their friends and family.

3) Precise Targeting

Video pre-roll advertising supports advanced targeting options, including demographics, location, device type, interests, and viewing behavior. Because advertisers can target based on demographics, interests, behaviors, and other criteria, these ads are more likely to reach the right viewers. In fact, targeted ads result in a 5.3x higher click-through rate (CTR) compared to broader, generic ads.

4) Less Intrusive

Unlike mid-roll ads that interrupt the video content, pre-roll video ads allow viewers to watch the ad and then enjoy an uninterrupted viewing experience. This sequencing helps reduce frustration, especially for video streaming business where interruptions can break attention or engagement. Plus, many pre-roll ads offer skip options after a few seconds, allowing them to hit the ‘skip’ button if the ad isn’t relevant.

5) Effective Storytelling

Pre-roll videos range between 5 and 30 seconds. Short, punchy videos resonate with modern digital video consumers, as short video ads can improve brand recognition by 20% as opposed to campaigns without short video formats. Being short and punchy helps pre-roll video ads deliver the core of the brand’s promise up front.

What Are The Types Of Pre-Roll Video Ads?

Here’s a quick breakdown of all the different types of pre-roll video ads:

1. Skippable Pre Roll Ads

Skippable pre-roll video ads mandate advertisers to pay only if viewers watch a pre-roll video ad for at least 30 seconds. This reminds us of the building a pay per view website approach, where viewers pay or rent specific video content, rather than the entire library.

From a marketing or promotional standpoint, skippable pre-rolls offer a better chance to create that sense of urgency and deliver the message in a crisp manner.

2. Non-skippable Pre-roll Ads

Non-skippable, as the name implies, requires viewers to watch the entire advertisement before accessing their content. These ads often range between 15 and 20 seconds (in length), so the engaging factor has to be high. 

Non-skippable pre-rolls take the impression-based approach, as viewers watch the entire ad, thereby guaranteeing full visibility for advertisers.

3. Bumper

Bumper ads, typically lasting for 6 seconds, are designed to capture attention quickly with bite-sized messages. The quick, repetitive nature of 6-second-long bumper ads yields a better brand recall among the target audience. Plus, these ads fit directly into the mobile-first advertising campaigns due to their small screen-friendly nature.

What Are the Platforms That Support Pre-roll Video Ads?

Pre-roll video ads are supported across a wide range of digital platforms, including:

1) YouTube

YouTube is one of the most widely used platforms for pre-roll video advertising. Through Google Ads, advertisers can run skippable and non-skippable pre-roll ads before videos across YouTube and its partner network.

Advertisers can target audiences based on demographics, interests, search behavior, location, and viewing intent. This makes YouTube pre-roll ads suitable for both brand awareness and performance-driven campaigns.

2) Facebook (Meta)

Pre-roll video ads appear when someone tries to access Facebook videos. With Facebook’s Monthly Active Users (MAUs) hovering around 3.65 billion, pre-rolls (on Facebook) are immensely beneficial for advertisers and brands. 

From the brand perspective, Meta supports both skippable and non-skippable ad formats. The choice of the ad format solely relies on the advertiser’s needs, budget, and target audience.

3) OTT and Streaming Platforms

Streaming services and connected TV devices show pre-roll ads before on-demand shows, movies, or live streams. Such streaming services with a built-in video content management platform optimize ad campaigns and enable monetization through features like targeted ads.

These platforms offer a TV-like viewing experience combined with digital targeting capabilities, making pre-roll ads effective for reaching viewers in a lean-back, high-attention environment.

4) Programmatic Ad Platforms & Integrations (VAST, VPAID)

Beyond individual platforms, pre-roll ads are widely delivered through programmatic advertising systems. Standards such as VAST (Video Ad Serving Template) and VPAID (Video Player Ad Interface Definition) enable ads to be served consistently across different video players, websites, and apps. Programmatic support makes pre-roll advertising scalable and easier to integrate into custom video streaming environments.

Best Practices to Optimize Pre-roll Video Ad Campaigns

Not all pre-roll video ad campaigns perform better. Following the best practices can help ensure that pre-roll ads are effective, engaging, and aligned with viewer behavior. Below are some of the best practices:

1) Hook Immediately

Some pre-roll video ads (for example, bumper ads) typically last as short as 6 seconds, so the need to hook immediately is non-negotiable. Captivating the attention in the first few seconds is mandatory, as a Facebook report asserts that 65% of people who watch the first three seconds of a video ad will watch for at least ten seconds.

Here are some effective ways to hook viewers early:

* Introduce the brand/product early

* Communicate the main message or idea upfront

* Use a relatable problem or scenario

* Avoid long fades and delayed messages in introduction.

2) Tell a Story

A pre-roll video ad can be as short as 5 seconds and as long as 30 seconds. To capture the target viewers’ attention, your message should not be bland but instead interesting and engaging. 

Introduce a narrative, empathize with the pain point (if there is one!), and propose a solution or idea that connects with the needs of the viewers. Clear storytelling also ensures the brand message is communicated quickly without overwhelming viewers.

3) Mobile-First Design

Video consumption makes up 90% of the internet traffic, with mobile devices dominating the pecking order. Optimize your video monetization platform with multi-device compatibility while having a mobile-first design as top priority. 

Pre-roll ads should be designed for smaller screens, using readable text, clear visuals, and vertical or square formats when supported. Mobile-friendly design helps maintain clarity regardless of device size.

4) Keep It Clear and Concise

Pre-roll ads are most effective when the message is concise and focused. Avoid packing too many ideas into a single ad. Clear branding, simple visuals, and a direct message help viewers understand the value of the ad within seconds.

A clear and concise approach helps ensure what a pre-roll video ad is and grasp the message that it conveys. This means focusing on one primary idea, such as a product benefit, offer, or brand message, rather than trying to explain everything at once.

5) Strong CTA

A clear call-to-action (CTA) guides viewers on what to do next, whether it’s visiting a website, learning more, or downloading an app. The CTA should be simple, visible, and aligned with the campaign goal, even if viewers only watch a few seconds of the ad.

It’s also important to introduce the CTA early enough so viewers don’t miss it—especially if the ad is skippable. Repeating the CTA visually or verbally toward the end of the ad can reinforce the message and improve response rates.

Metrics That Matter in Pre-roll Advertising

Measuring the performance of pre-roll video ads is significant, as advertisers and content owners can continually optimize the ad strategy. Advertisers rely on a set of metrics to evaluate pre-roll advertising effectiveness, including:

1) View-Through Rate (VTR)

View-through rate measures the percentage of viewers who watch a pre-roll ad for a defined duration or until completion. A higher VTR indicates that viewers are staying engaged with the ad rather than skipping it early.

VTR is especially important for awareness-focused campaigns on the AVOD platforms, as it shows how effectively the ad captures and holds attention at the start of the viewing experience.

2) Click-Through Rate (CTR)

Click-through rate measures how often viewers click on an ad after seeing it. While pre-roll ads are primarily used for awareness, CTR helps assess the message and call-to-action (CTA). A strong CTR suggests that viewers not only noticed the ad but were motivated to take the next step, such as visiting a website or learning more.

3) Ad Recall and Conversions

Ad recall measures how well viewers remember seeing the ad or the brand. This metric is commonly used to evaluate brand awareness and message retention.

Conversions track specific actions taken after viewing the ad, such as sign-ups, purchases, or app installs. Together, ad recall and conversions help advertisers understand brand impact and downstream performance.

4) Completion Rate

Completion rate shows the percentage of viewers who watch the entire pre-roll ad from start to finish. This metric is particularly useful for understanding how well the ad’s length, pacing, and storytelling align with viewer expectations.

Besides, metrics like skip rate and brand lift help identify the efficiency of pre-roll video ads. Together, these metrics provide a well-rounded view of how pre-roll video ads perform, from attention and engagement to brand impact and conversions.

Conclusion

Pre-roll video ads are an integral part of the video viewing experience. While the landscape of pre-roll video ads is vast and ever-expanding, we hope that this blog was useful to inform how, why, and what of pre-rolls. 

With the right, calculated approach, pre-rolls bring your brand or product right in front of the mobile-native audiences. 

At VPlayed, we try to facilitate video monetization with an entirely ad-supported video streaming (AVOD) platform. If you own video content and want to monetize with advertisements, we may have a solution for you.

Brownie points for those who partner with VPlayed, as the platform helps you run all ad types (pre-roll ads, mid-roll ads, and post-roll ads) that maximize the potential of your video content.

How VPlayed Helps You To Start Your Pre-roll Video Advertising?

We all know that there is nothing more vital than effectively reaching and interacting with your target audience – but doing so effectively is one of the most difficult tasks marketers face today.

Now that consumers have recognized video as the preferable method of content consumption, pre-roll ads are the weapons you need to utilize to lift your brand among your target audience.

Indeed, science backs it up, and consumers support it by watching relevant video ads. 

Working with VPlayed can assist you in automating the process of distributing and video monetization platform content on your vod platform, allowing you to focus solely on running your business.

Furthermore, the platform can help you in running all ad types (pre-roll ads, mid-roll ads, and post-roll ads) that can accelerate your success and capture consumer attention before anyone else does.

In other words, rather than looking for a third-party network, you can monetize all of your content by joining hands with the VPlayed OTT platform. 

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