What is Pre-Roll?
Pre-roll is an ad that plays before video content. It’s a chance to set the story before the main video starts—if you hook fast.
Understanding Pre-Roll
Pre-roll ads play before video content starts, giving you a chance to capture attention before the main video begins—if you hook fast enough. Viewers are anticipating the content that follows, so pre-roll must earn attention immediately or risk being skipped or ignored. Hook rate is critical: show the product and benefit in the first seconds so people understand why to watch. Assume muted playback and design with bold, high-contrast text that reads on small screens and at a distance. Keep branding present but secondary to clarity so the message lands fast, and avoid long intros that delay the payoff.
Reading order matters for pre-roll. Lead with the problem or benefit, then add proof, then close with a clear CTA. Use large product crops and simple motion to guide the eye without distraction. Respect platform safe zones so player controls don't cover key text or buttons. Test multiple first frames to see which stops more scrolls and earns initial attention. Keep durations tight and purposeful—most environments favor 6-15 seconds, and anything longer needs to deliver exceptional value to maintain completion.
Why Pre-Roll matters
Pre-roll matters because it captures attention at the moment users are most focused on the screen, anticipating the content they chose. When designed for sound-off and quick comprehension, pre-roll can efficiently introduce launches, promotions, and clear offers. Strong pre-roll raises brand recall and improves downstream conversion when the message matches the landing page.
- Attention: Highest potential viewership.
- Performance: Great for launches and clear offers.
- Recall: Sets the story before content begins.
How Pre-Roll works
Pre-roll works by playing an ad before the requested video content, with the first seconds determining whether viewers stick around or skip. Platforms may allow skipping after 5-6 seconds, so front-load benefit and product to deliver value even if the ad is skipped early. Use captions and large supers to carry meaning without audio, since most social and mobile viewing happens with sound off. Export native aspect ratios (9:16 for stories, 4:5 or 1:1 for feeds, 16:9 for YouTube) so layouts remain legible across placements. Keep the total length to 6-15 seconds for most environments, and validate message match and CTAs on the landing page to close the conversion loop.
