Video advertising is projected to reach $92B in the US in 2025 and to show a constant annual growth over the next years.
Pre-Roll is one of the most common digital ad formats used for videos by advertisers. Today, learn what Pre-Roll is and why you should use it for your Programmatic campaigns.
What does Pre-Roll mean in Programmatic?
A Pre-Roll ad is a video ad that plays before a featured content on desktop, tablet and mobile devices. Pre-Roll video ads usually last between 5 and 30 seconds. They can be bought directly or programmatically and are typically sold on a CPM, CPV or CPCV basis.
Of course, this captivating video format is also available through CTV advertising.
Pre-Roll ad format is great to catch viewers’ attention because they have to watch your ad before being able to see the main content. Even if the video is skippable, they will have to watch it for at least a few seconds.
This online advertising format is great to increase brand awareness, purchase consideration and good for ad recall.
Pre-Roll videos are split between different categories: the main ones are instream videos vs out stream videos. Instream videos are video ads that are played within a video content (like on YouTube or Twitch) while out stream videos are displayed between a page content, in their own video player (on news websites or in mobile apps).
Note that instream video ads are sometimes called VOL (Video On-Line) instead of Pre-Roll. This terminology is mainly used in the US.
[Click to see Pre-Roll video ads examples.]
Are Pre-Roll ads clickable?
Yes, Pre-Roll video ads are clickable. This format allows advertisers to add interactive content within their video. When viewers click on a Pre-Roll, they can interact with the ad, share it, skip it or land on a web page.
Skippable vs non-skippable videos
Pre-Roll video ads can be skippable or non-skippable. Skippable content means that viewers have the choice to skip an ad if they don’t want to see it.
Skippable vs non-skippable videos, there are pros and cons for both options:
- Completion rate is higher on non-skippable Pre-Roll video ads.
- Skippable Pre-Roll videos are more user-friendly because viewers can stop watching an ad if they are not interested in it.
- Skippable Pre-Roll videos ads allow advertisers to lower their marketing funnel: only an interested audience will watch a skippable Pre-Roll in its entirety.
You might have heard of bumper ads if you ran Google video ads in the past. Indeed, Google classify non-skippable instream video ads that last 6 seconds as bumper ads. These video ads are served on YouTube and Google Admob inventory.
Pre-Roll video ads – Examples
As we mentioned before, Pre-Roll ads can be displayed as instream (VOL) or out stream videos, be skippable or non-skippable. They can play a classic video ad or be interactive. Here are some examples of Pre-Roll video ads.
Pre-Roll video ads – Best practices
Ted Jordan, our Programmatic expert, compiled a short list of best practices about Pre-Roll ads. This way, you’ll avoid making some rookie mistakes.
First 5 seconds are crucial
If your Pre-Roll video ad is skippable, make sure to capture viewers’ attention within the first 5 seconds or they may skip it as soon as they can. Include dynamic content, use intriguing but simple vocabulary, show your product if you’re selling one…
Make a big impact and convince users to continue watching your ad.
Know your persona
Gather and analyse data from your previous ad campaigns and your website to create a persona. A persona corresponds to your ideal customer: age, demographic, habits, hobbies… Understand what your ideal consumer like and incorporate convincing elements in your Pre-Roll video ad.
Use your insights by applying relevant targeting to your campaign: use contextual targeting for better results. You can also exclude some audiences: for example, don’t run Pre-Roll video ads about makeup before content about natural looks.
Retargeting and Pre-Roll videos ads
Retargeting (using first-party data) works really well to remind viewers about your service or product. They already heard or saw your brand somewhere: refresh their memory so they will be more likely to visit your website and convert.
Use a clear CTA
While Pre-Roll ads are only a dozen seconds long, don’t forget to mention a clear CTA to your audience.
Should they click to visit your website? Should they call a phone number? Do they need to share your ad to receive a discount offer? Entertain viewers but don’t confuse them.
Landing page choice
Choose your landing page carefully when advertising through Pre-Roll video ads, or even better, create a specific one!
It would be a shame to have caught viewers’ attention, have made them watch your video ad in full and, then, redirect them to a broad landing page. Don’t lose their interest, send them to a conversion page or a product page. Of course, the product has to be mentioned in the Pre-Roll ad.
Use frequency capping wisely
Pre-Roll ads can be purchased programmatically, which means frequency capping is available for you to use. Don’t ignore this feature!
Apply a frequency capping to your Pre-Roll campaigns to save money and improve users’ experience with your brand. In general, we recommend a frequency capping of 3 times a day.
Answer a problematic
Users usually don’t like ads but they do love receiving an answer to a problem. So make sure to highlight the advantages of your product or service.
Explain with clear words why users need your help and how they can get it.
Inventory is important
Make sure to choose a platform, a publisher, that will offer an inventory that is in sync with your brand.
For example, if your ad is for a game, you may want to deliver your Pre-Roll video ad on XBOX (via CTV advertising) or on YouTube’s gaming channels.
Ask a Programmatic expert for help if you are unsure which platform is a good choice to target your audience and to advertise within your budget.
Introduction to Programmatic formats
Now you know that, in Programmatic Advertising, Pre-Roll is a video format used to advertise on desktop, mobile, tablet and CTV. Ads can be skippable or non-skippable, interactive or not, and be displayed instream or out stream.
You also know 8 best practices, shared by Ted Jordan, to apply to this dynamic format, for a successful digital campaign.
If you wish to boost your knowledge about Programmatic ad formats, we recommend that you join our Programmatic online course, available on all devices as soon as you register.
This online course is designed in 7 phases (Phase 5 is an introduction to Programmatic formats) and can be completed in less than a week.
