How to Effectively Use Video Pre-Roll for Advertising

In today’s digital world, it seems like everyone is on their phone—including potential customers. Using tactful marketing strategies, video pre-roll can promote your business and attract more excited customers.

Let our Epsilon Individual Automotive experts help you learn more about what video pre-roll is, how it works, and how we can effectively work together to use it for your advertising needs. Schedule a consultation with our team today to get started.

What Is Video Pre-Roll?

Have you ever played a video on social media and had to wait for an ad to finish? This is video pre-roll, and, when used correctly, it can be an extremely effective form of advertising.

On platforms like Twitter or YouTube, video pre-roll can be anywhere from 15 to 60 seconds long. They can range from general information to specific sales or promotions. Many pre-roll advertisements link directly to a website or product, and knowing how to apply pre-roll to various platforms is a major advantage worth considering.

So, How Do You Adapt Pre-Roll for Different Platforms?

First, you need to lay out which platforms you want to expand pre-roll to—and you need to know how they work. Different platforms, such as YouTube, Facebook, Instagram, and even TikTok have unique audience behaviors, ad formats, and requirements.

For instance, YouTube ads may require longer formats, whereas Instagram thrives on short, visually engaging clips. Customizing pre-roll content to fit the platform’s audience expectations can significantly improve user engagement. No matter the platform, it’s critical to understand they each carry specific technical guidelines that must be followed to ensure proper ad placement and delivery.

Understanding these platform-specific nuances, including recommended video lengths, aspect ratios, and interactive features, helps brands optimize their pre-roll ads for better performance. This strategic adaptation ensures that ads meet platform standards and engage viewers effectively, no matter where they find the content.

Skippable vs Non-Skippable Pre-Roll

There are two different types of video pre-roll on social media websites: skippable and non-skippable pre-roll. Skippable pre-roll holds the attention of a viewer for around five seconds before they can skip to their video. In terms of effectiveness, most people don’t stick around to watch the full video.

Non-skippable pre-roll is typically 15 to 20 seconds long, and it has a higher completion rate than skippable pre-roll. In fact, one campaign showed a 97% increase in conversions for those who viewed an ad for just four seconds or longer.

How Can I Effectively Use Video Pre-Roll?

If you are considering video pre-roll, you’ll want to be intentional with your advertising in order to generate effective business. With so many advertisements on digital platforms, you’ll want to ensure yours stands out from the crowd.

To improve the overall effectiveness of your video pre-roll advertisements, here are a few strategies you can use:

Grab Your Viewers’ Attention

Whether you use a skippable or non-skippable pre-roll, you’ll want to make sure to grab your audience’s attention as soon as possible. Convey your message and call to action (CTA) within the first few seconds of the video, so your audience knows exactly what you’re promoting and how it will benefit them.

Best Practices to Make a Compelling CTA

video pre-roll, black camera with lens pointed out

For your audience to know what you’re promoting, you first need to know how to make an eye-catching CTA. An effective CTA is largely critical to the success of any video pre-roll, regardless of platform or placement, and they should always be clear, direct, and aligned with the overall message.

In pre-roll ads, timing is key; placing the CTA at the right moment can increase the likelihood of engagement. For example, positioning a CTA after a compelling offer or emotional appeal can encourage immediate interaction. This is especially true if pre-roll is used on social media platforms where viewers only spend limited time on a post or an ad before moving on.

One way to accomplish this is through visual design and messaging, both of which play a pivotal role. Bold, eye-catching designs combined with action-oriented language can drive users to click through to a landing page, purchase a product, or subscribe to a service.

Additionally, including a sense of urgency, such as limited-time offers, further amplifies the CTA’s effectiveness, converting passive viewers into active participants in your campaign.

Direct Your Viewers

Your potential customer shouldn’t have to search through your entire website to find your product or promotion. Video pre-roll is a great way to direct your viewers to your website, where they can find whatever it is that you’re advertising. For example, if you are promoting a pre-owned inventory, your pre-roll should include a link that takes your customer directly to your pre-owned inventory.

Personalize Advertisements

You can improve the effectiveness of video pre-roll advertisements by taking advantage of your audience’s digital footprints. Personalizing videos based on individual users can immensely support your business and get your advertisements to the right audience. Adaptive advertising can increase click-through rate by up to 40%.¹

How to Measure the Success of Pre-Roll Video

Measuring the success of video pre-roll campaigns is crucial for understanding their impact and optimizing future efforts. Key performance indicators (KPIs) like view-through rates (VTR), click-through rates (CTR), and conversion rates help gauge how effectively your ads engage viewers. VTR measures how many users watched your ad until the end, while CTR tracks how many clicked on your CTA, providing insight into the ad’s ability to capture and maintain attention.

To continuously improve your campaigns, it's essential to analyze these metrics and adjust your strategy accordingly. Experimenting with different ad formats, CTAs, or targeting parameters can help identify what works best for your audience.

Additionally, conducting A/B testing allows you to compare variations of your ads to determine which elements resonate most with viewers. By continually refining your approach, you can maximize the impact of your video pre-roll campaigns over time.

We Make Pre-Roll Video Easy to Understand

When used effectively, video pre-roll can be a great strategy for automotive advertising. Epsilon Individual Automotive can help you start your next campaign and drive more business through the door.

¹ https://www.adjust.com/blog/pre-roll-video-advertising-explained/