Key Takeaways

• Pre-roll ads are video advertisements that automatically play before the main content video begins

• They typically last between 6-60 seconds and can be skippable or non-skippable

• Pre-roll ads have higher engagement and completion rates compared to other video ad formats

• For publishers, they provide consistent revenue with minimal disruption to the viewer experience

• The first 5 seconds are crucial for capturing viewer attention, especially for skippable formats

What Are Pre-Roll Ads, Anyway?

Ever wondered what those ads that play before your YouTube video are called? Those are pre-roll ads - video advertisements that automatically play before your chosen content begins. They're basically the digital version of commercials that used to play before a movie starts, except these are shorter and sometimes skippable.

Pre-roll ads are one of the most common types of instream video ads. Unlike mid-roll (which interrupt content) or post-roll (which play after content), pre-roll ads catch viewers right at the beginning when they're most attentive and haven't yet gotten into the main content.

Most pre-roll ads run between 6 and 60 seconds, though the sweet spot is often around 15-30 seconds. According to research by Solvis Media, shorter pre-roll ads tend to have higher completion rates, with 15-second spots hitting the balance between viewer tolerance and effective messaging.

Types of Pre-Roll Ads

Not all pre-roll ads work the same way. Here are the main types you'll encounter:

Skippable Pre-Roll Ads

These allow viewers to skip the ad after watching a portion (usually 5 seconds). They're less intrusive for viewers but require advertisers to make those first few seconds count. YouTube's TrueView ads are the most familliar example of this format.

Non-Skippable Pre-Roll Ads

These must be watched in full before the main content plays. While they guarantee complete views, they can annoy viewers if they're too long or irrelevant. The average click-through rate for pre-roll video ads is 1.52%, which is actually quite good compared to many other digital ad formats.

Bumper Ads

These ultra-short, 6-second non-skippable ads deliver quick brand messages. They're perfect for reinforcing campaigns or delivering simple messages without testing viewer patience.

Why Publishers Love Pre-Roll Ads

For website and app owners looking to monetize their video content, pre-roll ads offer several advantages:

1. Reliable Revenue Stream: Pre-roll ads typically command higher CPMs (cost per thousand impressions) compared to display ads

2. Higher Completion Rates: Since they play before the content, viewers are more likely to watch them than mid-roll or post-roll ads

3. Less Disruptive: They don't interrupt the viewing experience once it's started

4. Easy Implementation: Most video players and ad networks support pre-roll implementation

In fact, with 91% of marketers actively using video marketing in 2024, there's no shortage of advertisers looking to place their pre-roll ads on quality video content.

Best Practices for Publishers

If you're implementing pre-roll ads on your site or app, consider these tips:

Balance Ad Length and Frequency

Too many or too long pre-roll ads can drive viewers away. The Digital Media Trends report found that 54% of subscription video service users have switched to ad-supported tiers, showing viewers will accept ads if the value exchange is right.

Test Different Ad Networks

Not all ad networks deliver the same performance. Try different networks to find which ones provide the best fill rates and CPMs for your audience.

Consider Your Audience

Gaming videos might support longer pre-rolls than news clips. Know your viewers' tolerance and expectations.

Implement Clear Messaging

Let viewers know how long the ad will last or when they can skip it to reduce abandonment.

The Technology Behind Pre-Roll Ads

Pre-roll ads rely on video players that support the VAST (Video Ad Serving Template) or VPAID (Video Player Ad Interface Definition) standards. These technical standards allow communication between video players and ad servers.

When a viewer loads a video, the player sends a request to the ad server, which determines which pre-roll ad to serve based on targeting parameters. The ad then loads and plays before the main content.

With 238 million people expected to watch Connected TV (CTV) in 2025, up from 233.9 million in 2024, the platforms for serving pre-roll ads continue to expand beyond traditional websites.

The Future of Pre-Roll

Pre-roll ads aren't going anywhere, but they are evolving. Some emerging trends include:

• Interactive Pre-Roll: Ads that allow viewers to engage directly with the content

• Personalized Pre-Roll: Using viewer data to serve more relevant ads

• Contextual Pre-Roll: Matching ad content with the video content that follows

• Shoppable Pre-Roll: Allowing direct purchases from within the ad

As Flying V Group notes, video advertising continues to be a key growth area for digital marketing, with pre-roll ads remaining an essential component.

Conclusion

Pre-roll ads represent one of the most effective tools in a publisher's monetization toolkit. They balance revenue generation with minimal disruption to the viewing experience. By understanding how they work and implementing them thoughtfully, publishers can create sustainable revenue streams while maintaning a positive user experience.

For beginners just starting with video monetization, pre-roll ads offer an accessible entry point that's widely supported by most ad networks and video platforms. As you grow more comfortable with video monetization, you can explore more complex implementations like header bidding for video or server-side ad insertion.

This article is part of MonetizationGuy's "Monetization Minis" series, designed to help publishers understand key concepts in digital advertising and revenue generation.