Why should I run a pre-roll advertisement?
Pre-roll advertising is extremely practical. Running an ad before the user’s desired content means the audience is likely still engaged, interested, and willing to sit through a brief ad to get to the content they want to see. Since they’re waiting for something specific, there’s a higher chance they’ll watch your ad for at least for a few seconds, if not in its entirety.
Pre roll adverts ads are 3.5X less likely to be considered “interruptive” than outstream and mid-roll ad formats, on both desktop and mobile:
Ad recall is significantly higher with the pre-roll format on both device types:
Again, on both desktop and mobile, users consider pre-roll ads to be more informative and engaging than outstream and mid-roll ads:
One of the main benefits of pre roll advertising is that even if the viewer skips your ad, they’ve already been exposed to your brand, product, or service. A Nielsen study commissioned by Facebook discovered additional pre roll advertising statistics. They found that brands with video ads viewed for less than even one second still saw increased ad recall, brand awareness, and purchase intent:
Each video ad placement has its own benefits and drawbacks. For example, while pre roll is great for increased brand awareness, ad recall, and purchase consideration, mid-roll has higher completion rates, making it a better option for a company who requires their whole ad to be viewed.
In terms of skippable vs. non-skippable, a non-skippable pre-roll ad naturally achieves a higher completion rate (as high as 80%) than a skippable ad which is lucky to reach 40% completion. However, skippable ads far more user-friendly, and these viewers are probably genuinely interested in your brand and content, unlike users who can’t skip and only want to watch the upcoming featured video after yours.
There is no universal ad placement or format. What works for one brand or ad campaign may not work for another, so the decision should always be made based on your content and objective.
Note: Advertisers pay for their pre roll ads per view, and only when the ad has been played to completion or for more than 30 seconds.