PROGRAMMATIC PRE-ROLL

Pre-Roll is an online video commercial that generally appears prior to an online video, it is typically 10 – 15 seconds in length. Once you click on certain online video links, you will be forced to watch a short commercial before the video content.

Most videos are clickable so if clicked the user will go directly to the website or landing page of your choice. When done correctly, these are very powerful ads that have the potential stimulate:

  • Audio senses
  • Visual senses
  • and Emotional level
Online Advertising | Pre-Roll | 1 Market Media

VIDEO TIPS

Many clients opt for the 30 second commercials, however we have found a more positive response when videos are 15 seconds OR LESS.
The user did not choose to see your ad, they have chosen to watch some other content. So respect their time, give them your message as quickly and informatively as you can, and let them return to their content.

Remember… You have 5 seconds to grab their attention.

To make your video relevant to your audience, use the demographic, behaviour and targeting tools provided during set up.
Doing so will increase the likelihood your captive audience will relate to the video you’re forcing them to watch.
Remember, a large factor of a campaigns success is delivering the right message to the right person at the right time.

When a pre-roll video begins to play, many viewers tend to stare at the “skip” button just waiting for it to turn on. Use that knowledge! If you know where your viewers’ attention is going to be already, you can use that knowledge to work for your ad.

The key to success is in either delivering your message within the first 5 seconds, or grabbing viewers’ attention in the first 5 seconds to get them to stick around and keep watching. GEICO’s “un-skippable” campaign did more than just deliver a fast message, they encouraged viewers to stick around in an unexpected way… by not doing anything at all and making it awkward enough for viewers to want to see what would happen next.

Granted this one is obvious, and it’s easier said than done, but if you can entertain your audience in the first 5 seconds, they will likely stick around to watch the entire ad. For example, this ad combines silence and movement to pull the viewer in during those critical first 5 seconds, and then right at the moment when the “skip” button turns on, things get pretty entertaining.

Once you have your audience’s attention, be clear about next steps and what you want viewers to do. If you want viewers to go to a special landing page, tell them quickly and concisely explaining why they should want to do it. A great call to action is simply: “Click now to get a free trial.”

Upon clicking, be sure to send viewers to a landing page that relates to the video they just watched. Make sure your landing page is simple, branded, and quickly gives them access (via a contact form) to the information, content, gift, etc. that the pre-roll promised them.

THE BOTTOM LINE

Pre-roll video can be highly effective when properly executed. The key is to understand your audience’s behavior in order to create videos that speak to them in a creative and engaging manner.

PRE-ROLL SAMPLES

REAL WORLD TARGETING

SERVICE PROGRAMMATIC PRE-ROLL TELEVISION
Guaranteed Views
Complimentary Display Ad (Depending On Specific Site)
Click-Through URL
Skippable Option
Multiple Videos
Videos Result Comparisons
Disable Poor Performing Videos
Time/Day Targeting
Behaviour Targeting
Age Targeting
Gender Targeting
Geo Fence Targeting
Province Targeting
City Targeting
Postal Code Targeting
Keyword Targeting
Website Targeting
Device Targeting
Retargeting
Monthly Report