What Is a Preroll and How Do You Use It Effectively?
In the (research) by Screenforce, they have shown that television viewing time continues to decline. As a result, more advertisers are compelled to adopt an effective online video strategy. A key ad format in this strategy is the preroll. In this blog, we explain what a preroll is and how to use it effectively.
What Is a Preroll?
A preroll is a short video ad that plays before the main video content begins. It’s the first ad you typically see when watching a YouTube video or other online video platforms. Prerolls usually last between 15 and 30 seconds, giving advertisers the chance to communicate their message before viewers focus on the main content.
Difference Between Preroll, Midroll, and Postroll
Besides prerolls, there are midrolls and postrolls. Though these ad formats are similar, their differences are significant:
- Preroll: Plays before the main content. It’s the first ad the viewer sees and is generally considered less disruptive than midrolls or postrolls because it doesn’t interrupt the viewing experience.
- Midroll: Inserts an ad during the main content. This can be more disruptive as it forces viewers to pause the video to watch the ad.
- Postroll: Plays after the main content has finished. Usually seen as the least effective, as viewers often leave before the postroll plays.
Why Are Prerolls More Effective?
One key reason prerolls are preferred over midrolls and postrolls is their higher View-Through Rate (VTR), the percentage of viewers who watch the ad to completion. Prerolls generally have higher VTR because they’re the first video the user sees, making them less likely to leave the page and more likely to watch the full ad.
On YouTube, prerolls can be skipped after 6 seconds, but many prerolls elsewhere do not offer this option, requiring users to watch the full content. Postrolls tend to have lower VTR since viewers often leave before the ad plays, reducing the advertiser’s message impact.
What to Consider When Buying Prerolls for Online Videos
As an advertiser, effective use of prerolls is crucial. Keep these points in mind:
- Use Private Marketplaces or Programmatic Guaranteed Deals: In the Netherlands, quality inventory is scarce. Direct contact with publishers through Private Marketplaces or Programmatic Guaranteed ensures quality and price agreements.
- Look Beyond Impressions and Cost Per Completed View: Consider metrics like video viewability, whether sound is on, and viewer interaction. These help assess ad quality.
- Mind Device Ratios: Research shows that connected TV often delivers better results than mobile or desktop. Consider where your target audience watches videos and adjust your strategy accordingly.
- Relevant Content: Ensure your message aligns with the audience and the type of video content where the preroll appears. The user’s screen, mobile device or TV, influences ad impact.
Prerolls are a powerful way to capture online viewers’ attention before they engage with the main content. By applying the right strategy in buying prerolls and considering key metrics and audience behavior, advertisers can create more effective campaigns and amplify their message impact in online video advertising.
If you need help buying prerolls, get in touch with us .
