Pre-Roll

What Is a Pre-Roll Ad?

A pre-roll ad is a video advertisement that plays before the main content a user intends to watch. These ads appear across video platforms, streaming services, publisher websites, mobile apps, and in-app video placements. Pre-roll ads typically last between 5 to 30 seconds, and may allow users to skip after a few seconds or require mandatory viewing, depending on the format chosen by the advertiser or publisher.

Pre-roll video is one of the most widely used video ad formats because it captures user attention at a high-intent moment, right before engaging with desired content. This makes pre-roll particularly effective for brand awareness, app promotion, product launches, and short, impactful messages.

Why Pre-Roll Ads Matter

Pre-roll ads sit at the intersection of visibility, user engagement, and storytelling. When a user is about to watch content, their attention is naturally high, and completion rates tend to outperform other video ad formats. This creates a strong environment for advertisers to deliver brand narratives and for publishers to generate revenue from premium video inventory.

Pre-roll’s importance has grown significantly with the rise of mobile video consumption, gaming videos, OTT/CTV streaming, and social platforms. Today, it forms a critical component of both branding and performance-driven advertising strategies.

How Pre-Roll Ads Work

Pre-roll ads are delivered through a programmatic or direct pipeline, depending on the publisher’s setup. Here’s a simplified view of how the process functions:

1. User initiates video content

The moment a user taps on a video, the publisher or app triggers a request for an ad impression.

2. Ad server or SSP sends out a bid request

The request includes information such as:

• device type
• network connection
• geolocation
• user behavior signals
• ad placement details
• content category

3. DSPs evaluate the request

Demand-side platforms assess whether the user matches the advertiser’s target audience and calculate an appropriate bid.

4. The highest bid wins

If multiple advertisers compete for the slot, the one offering the best value wins the impression.

5. Pre-roll video is displayed

The ad plays before the main video content. If it’s skippable, users may skip after a specified number of seconds; if not, they watch the full duration.

This real-time process happens in milliseconds and ensures the highest-quality, highest-paying ad is served.

Types of Pre-Roll Ads

1. Skippable Pre-Roll Ads - Users can skip these ads after a set time (usually 5 seconds). Ideal for broad reach, brand visibility, and lower user frustration.

2. Non-Skippable Pre-Roll Ads- Users must watch the full ad before continuing. These offer high completion rates and controlled storytelling opportunities.

3. Interactive Pre-Roll Ads- Include CTAs, clickable overlays, or mini-experiences. Useful for app advertisers, e-commerce, or campaigns needing direct action.

4. Long-Form Pre-Roll Ads- These range from 30 to 60 seconds or more. Typically used for detailed brand stories or product explanations.

Each format supports different goals depending on the advertiser’s strategy and the publisher’s environment.

Where Pre-Roll Ads Appear

Pre-roll ads are now widespread across digital content environments:

1. Streaming Platforms (OTT/CTV) - Used on Smart TVs, Fire TV, Roku, and connected devices for premium inventory.

2. In-App Video Players - Gaming apps, entertainment apps, social apps, and media apps commonly deliver pre-roll.

3. Web Publishers and News Sites - Any website with embedded video content uses pre-roll as a monetization channel.

4. Social Platforms - Some platforms incorporate pre-roll before user-generated or editorial videos.

5. Short-Form Video Apps - Pre-roll appears before snippets, reels, or stories, depending on platform rules.

The universality of video content makes pre-roll one of the most adaptive and scalable advertising formats.

Benefits of Pre-Roll Advertising

1. High Visibility and Attention - Pre-roll occupies a premium position before content plays, making it nearly impossible to miss.

2. Strong Completion Rates - Even skippable pre-roll formats often see higher completion compared to mid-roll or display video ads.

3. Effective for Brand Storytelling - Video enables immersive narratives, emotional appeal, and memorable branding.

4. Great for Mobile Audiences - Pre-roll performs exceptionally well on mobile devices, where video consumption is dominant.

5. Supports Both Branding and Performance - Advertisers can structure campaigns to achieve reach, awareness, installs, or conversions.

6. Premium Monetization for Publishers - Pre-roll inventory usually commands higher CPMs compared to display or static ads.

Challenges with Pre-Roll Advertising

1. Ad Fatigue - Users encountering repeated or irrelevant pre-roll ads may skip or disengage entirely.

2. Creative Constraints - Advertisers must capture attention within the first 2–3 seconds, requiring powerful hooks.

3. Ad Blockers - Some desktop environments block pre-roll, limiting reach potential.

4. User Drop-Off - If the ad is too long or irrelevant, users may abandon the video before it starts.

5. Platform Restrictions - Not all apps or websites support the same pre-roll lengths or formats, requiring customized versions.

Advertisers and publishers must balance user experience with monetization strategy.

Pre-Roll Ad Metrics and Performance Indicators

Pre-roll success is measured through a combination of video and engagement metrics:

• VCR (Video Completion Rate) — Percentage of users who watched the ad fully

• Viewability Rate — Whether users had the ad fully in view

• CTR (Click-Through Rate) — Users who clicked on a CTA or overlay

• Conversion Rate — Installs, purchases, or other actions resulting from the ad

• CPV / CPCV — Cost per completed view

• CPM — Cost per thousand impressions

These metrics help advertisers understand the effectiveness of their narrative, targeting accuracy, and audience impact.

Best Practices for Effective Pre-Roll Ads

1. Lead with Impact - The first 2 seconds determine whether a user continues watching. Strong visuals or curiosity-building intros work best.

2. Keep Messaging Simple - Short, crisp storytelling drives higher recall and engagement.

3. Adapt Creatives to Device Type - Mobile-first framing, vertical video formats, and short durations work best for in-app environments.

4. Use Clear CTAs - Whether the goal is awareness, installs, or sales, clear direction helps users take action.

5. Avoid Overly Intrusive Design - Pre-roll should feel like a natural part of the experience, not a disruption.

Why Pre-Roll Matters for Publishers and Advertisers in PubScale’s Ecosystem

• Immersive Ads & AdX

Publishers using PubScale AdX benefit from pre-roll because it is a high-value video placement. Strong viewability and user engagement typically drive higher CPMs, boosting revenue.

• App & Game Publishers

Apps with video components, tutorials, replays, and gameplay clips can monetize effectively with pre-roll inventory.

• UA Advertisers (GROW)

Pre-roll is excellent for app promotion campaigns because the video format drives a stronger emotional connection and higher install intent.

• Offerwall Users Although Offerwall is task-based, advertisers often repurpose pre-roll creatives to create awareness before driving users to deeper engagement tasks.

Pre-roll sits naturally within PubScale’s broader monetization and UA ecosystem, supporting both advertisers and publishers aiming for richer, more impactful video marketing.

Future of Pre-Roll Advertising

Video consumption continues to rise, and with it, pre-roll’s relevance grows across formats like:

• CTV / OTT streaming
• In-game video ad placements
• Hybrid formats like interactive pre-roll
• AI-generated personalized video ads
• Shoppable pre-roll for e-commerce
• 6-second micro-stories optimized for mobile

As user behavior evolves, pre-roll will continue to remain a foundational video ad format—adaptable, high-impact, and platform-agnostic.