Video marketing has emerged as the most rapidly growing form of digital advertising. Consequently, the variety of video advertisements is expanding from time to time.
One of them is pre-roll advertising. It features the strongest digital marketing opportunities that are worth trying because it hasn’t been overrun by competition.
In this article, we will be discussing what a pre-roll ad is and why you need to incorporate this in your digital marketing plan.
What is a Pre-Roll Ad?
When you want to play a particular video, a short promotional clip runs on your screen. The duration is typically 6 seconds, 15 seconds, or 30 seconds. That’s what we call a pre-roll ad. It frequently appears on YouTube, Facebook, Twitter, and other platforms that have video content.
We can distinguish pre-roll ads into three types besides the different duration. The distinction relies on the action that viewers can take whenever the ad appears.
Let’s break down each type of pre-roll advertisement so you can understand them better!
#1. Bumper pre-roll ads
Among other types of pre-roll ads, the bumper is the shortest one. It will last only for 6 seconds. You will pay for each 1,000 video impressions; this payment system is commonly known as Cost Per Thousand (CPM).
Although it’s a bit pricey, many marketers prefer bumper to other pre-roll ads because it is unskippable and can be a powerful punch to raise brand awareness.
#2. Non-skippable pre-roll ads
Viewers cannot skip this promotional video. What makes this ad different from the bumper is the duration and payment model. Non-skippable pre-roll ads can be 15 to 20 long.
It means you have a longer time to educate your audience about your product. The payment implies a pay-per-view, which means advertisers have to pay each time a user clicks on the video.
#3. Skippable pre-roll ads
As the name suggests, the audience can skip the ad after five seconds. However, you can make a 30-seconds video for this type of ad. If your content is engaging, people may watch the entire video. This ad will cost you if people interact with it for 30 seconds.
Why Do You Need Pre-Roll Ads?
Marketers have many options to expose their brand and generate revenue. However, only a few approaches can work effectively.
A pre-roll ad is one of proven methods that successfully become a goldmine for digital marketers. Well-executed pre-roll ads can raise brand awareness and grow sales.
The following explanations will elaborate some reasons to convince you that your business needs pre-roll advertisements and show you how pre-roll ads can benefit your company and
#1. Improve Ad Recall
Ad recall is a metric to evaluate the impact and how memorable advertising is to the target audience. And, according to a study, pre-roll ads can improve ad recall even if people only watch in a second.
The cumulative impact on ad recall will increase by 74% when the audience views the advertisement in less than 10 seconds.
It becomes a good starting point because memorable ads can grow brand familiarity and motivate people to purchase your product or service.
#2. Grow Brand Awareness
Are you starting a new business and want to tell the world about your presence? A pre-roll ad is a promising tool to expose your brand.
People have no choice except to watch your promotional video for at least five seconds. Optimize that short time to highlight your selling point and what your brand can do for your customers.
The impact of established-brand awareness is not other than reaching top-of-mind when your consumers are ready to make a purchase.
#3. Have Larger Audience than Mid and Post-Roll Ads
When you run a campaign, of course, you aim to reach as many as possible audience. You even expect to convert the viewers into customers, don’t you?
Give pre-roll ads a try because you will have a bigger audience. People will patiently view the ad to watch the main video. However, the number of viewers may drop off in the middle and the end of the main video.
It happens because people already leave the main video without watching the entire content. In other words, there is no guarantee that people will watch the main video from the beginning to the end. They may leave before seeing your mid-roll or post-roll ads.
More to that point, people claim that they prefer watching pre-roll ads to mid and post-roll ads. They also regard pre-roll ads as less intrusive and more informative compared to other types of commercials on mobile devices.
#4. Influence Customers and Grow Sales
Approximately 57% of people claimed that pre-roll ads were relevant to them. They also rate this ad as more engaging content than other types of commercials. That’s why they let the ads communicate more about a particular product.
It is such a prominent chance to promote your brand and open more possibilities to grow sales.
Furthermore, Millennials also give positive responses for pre-roll ads. Surprisingly, 57% of them trust this advertisement and make it the primary consideration before buying a product.
If you still need reasonable grounds why you need pre-ads roll, have a look at these stats:
- 84% of individuals say they buy a product or service after seeing a video posted by a business.
- 68% of people claim that they will watch a full video if it is less than a minute long.
- Compared to other forms of marketing content, 52% of marketers say that video generates the highest return on investment.
- The audience can get 95% of the information from a video.
Conclusion
Pre-roll advertising can help you boost your digital marketing efforts. It will assist you in reaching and engaging your target demographic.
More importantly, compared to other forms of advertisements, pre-roll commercials elicit a better response from the viewers. In a short time, the video can affect people’s decisions to buy a product or service.
Therefore, marketers should not miss out on the opportunity. What makes the pre-roll ad more prominent is it offers three different types of promotion. Marketers choose the best type based on your needs and budget.
Author Bio
Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
Twitter: @breadnbeyond
Email: andre@breadnbeyond.com
LinkedIn: Andre Oentoro
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