Pre-Roll Ads: What are They and How to Use Them - Carney
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Pre-Roll Ads: What are They and How to Use Them

Pre-Roll ads. We bet you’ve seen ’em a million times and wondered how to get them rolling yourself.

What is a Pre-Roll Video Ad?

A pre-roll is played before the video is initiated in a video player. They are typically shorter than the average TV commercial and can be bought directly or programmatically.

3 Types of Pre-Roll Ads:

  • Skippable pre-roll ads. These provide the option to skip the ad after the first 5 seconds of watching.
  • Non skippable pre-rolls. This ad unit leaves no option to skip ads and is usually 15 to 20 seconds.
  • Bumper pre-rolls. This can last for 6 seconds and it’s also unskippable. They are are managed through Google ads and Youtube’s TrueView campaigns.

The Benefits of Pre-Rolls:

  • Guaranteed video views
  • Relevancy based on video content
  • The links and CTAs are more interactive
  • Trackable responses
  • Easier comprehension
  • Brand awareness and lead attraction

How to Use Pre-Roll Ads:

Let’s start with length. Pre-roll ads are short (no more than 15 to 30 seconds). Ideally, a perfect pre-roll ad should get all the right information out in 5 seconds. That’s no easy feat, so here are some typical “formulas” to help you structure your ads.

  • Formula #1. For ads that last up to 30 seconds, fit the most important message in the first few seconds, then give a detailed explanation during the next 20 seconds. Repeat the main message in the remaining few seconds.
  • Formula #2. Put the hook in the first several seconds of the video. Use a few seconds to name of the brand and feature the slogan. Use the next 15 seconds to tell how your product or service solves a problem. Use the last 5 seconds to repeat the same idea or featuring the product.
  • Formula #3. Briefly feature your product or service with the option to skip for those to whom the offer could be irrelevant.

Check out the full article by Smarty Ads to get more examples, strategies, and advice on pre-roll ads.


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