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Glossary – Pre-roll

Pre-roll

Nikiforov Alexander
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What is a pre-roll?

A pre-roll is a short advertising video, usually lasting up to 30 seconds, that automatically plays before the main content. This advertising format is widely used on various platforms, including social media, YouTube, and online cinemas. The main goal of a pre-roll is to grab viewers' attention, increase audience reach, and enhance brand or product recognition.

For example, when a user starts a video on YouTube, they first encounter a pre-roll that may contain information about a new product, service, or promotion. This creates an opportunity for the brand to convey its message to consumers before they get distracted by the main content.

Types of pre-rolls

Pre-rolls can be classified as in-stream video advertising, meaning they are inserted at the beginning or in the middle of content. There are three main types of pre-rolls:

  • Skippable — ads lasting from 15 to 30 seconds that can be skipped after 5 seconds of viewing. A "Skip" button appears on the screen, giving the user a choice.
  • Unskippable — ads lasting up to 30 seconds that cannot be skipped. The user must wait for the ad to finish before returning to the main content.
  • Bumper — a short video lasting about 6 seconds that also cannot be skipped.

Requirements for pre-rolls may vary depending on the platform. For instance, YouTube recommends that skippable pre-rolls do not exceed 15-20 seconds, while VKontakte allows a duration of up to 30 seconds. Common requirements across all platforms include high video quality and adherence to community guidelines, which exclude misleading materials.

Advantages and disadvantages

Like any advertising format, pre-rolls have their pros and cons. Advantages include:

  • Guaranteed views. Pre-rolls are hard to ignore, as viewing them is a prerequisite for accessing the main content.
  • Ease of perception. The brevity of the format allows for immediate delivery of the main message, demonstrating the value of the offer.
  • Increased recognition. Even if users do not respond to the ad, they still remember the brand or product.
  • High relevance. Due to targeting, the advertisement can be tailored to the interests and preferences of the target audience.
  • Quick response. Interactive elements, such as links and buttons, encourage viewers to take action, such as making a purchase or signing up.

However, pre-rolls also have their disadvantages:

  • Ad avoidance. Users may skip or become distracted during viewing.
  • Time constraints. It is important to capture the viewer's attention within the first few seconds, or they may lose interest.
  • Negative perception. Unexpected ad appearances can irritate users.

How to create an effective pre-roll

To create a quality pre-roll, consider the following recommendations:

  • Use the first 5 seconds wisely. These seconds are critical for skippable formats and must capture viewers' attention.
  • Don't overload the beginning. Avoid trying to fit all important information into the first five seconds; instead, focus on emotions and intrigue.
  • Add a "talking" intro. Start with the main information so that the viewer immediately understands the essence of the offer.
  • Present information clearly and concisely. Avoid complex terms and convoluted plots, as viewers may not pay attention to the advertisement.
  • Experiment with formats. Test different types of pre-rolls to determine which works best for your audience.
  • Include a call to action. Ensure that the ad has a clear call to action so viewers know what to do next.
  • Adjust targeting. Optimize the ad for your target audience to enhance its effectiveness.
  • Add subtitles. Many users turn off the sound, so subtitles will help convey your message.

By following these recommendations, you can significantly improve the effectiveness of your pre-rolls and achieve the desired results in your advertising campaign.