What is Post-Roll?
Post-roll is an ad shown after a video ends. Attention can dip here—make the message concise and offer-led.
Understanding Post-Roll
Post-roll ads appear after video content ends, placing them in a moment when some viewers have already disengaged or moved on. Because attention naturally drops after the main content, post-roll creative must be exceptionally concise and offer-driven to capture those who remain. The format works best for reinforcement messages, special offers, or clear calls to action that don't require extensive explanation. Assume a portion of your audience will drop before the post-roll plays, so design for those with strong intent who stay engaged.
Despite lower completion rates compared to pre-roll or mid-roll, post-roll inventory often costs less and can deliver efficient reach when the message is simple and compelling. Use post-roll to close with product clarity, pricing, or a discount code. Keep visuals bold and text legible so the core message reads in the first few frames. When paired with earlier touchpoints in the same session, post-roll can reinforce brand recall and nudge viewers toward conversion without interrupting the content experience.
Why Post-Roll matters
Post-roll matters because it provides a cost-effective placement to reinforce messaging and capture high-intent viewers who stayed through the content. When designed with clarity and strong offers, post-roll can deliver conversions at lower CPMs than premium pre-roll inventory. It also enables sequential messaging strategies where post-roll closes the loop after earlier ads.
- Reinforcement: Close with a clear offer.
- Cost: Often cheaper than pre/mid-roll.
- Intent: Captures engaged viewers who stayed through content.
How Post-Roll works
Post-roll works by serving an ad immediately after video content finishes, targeting viewers who completed or nearly completed the main video. Platforms charge lower rates for post-roll because completion rates drop, but engaged audiences still deliver value. Keep post-roll ads short (6-15 seconds), product-first, and CTA-forward to maximize impact before viewers navigate away. Use bold text, captions, and high-contrast visuals to ensure the message reads even if viewers are distracted. Align post-roll creative with any pre-roll or mid-roll ads shown earlier in the session to build continuity and reinforce the core benefit. Monitor completion and click-through rates to confirm that the format is contributing to your goals, not just filling cheap inventory.
