Perfecting Your Pre-Roll Ad Length Drives Results

Pre-roll ads are paid video ads that play before the video a viewer has decided to watch. These videos come in multiple forms, including longer, skippable ads and short, non-skippable ads, that typically use differing payment models (like cost per 1000 views or cost per click). Many platforms offer pre-roll ad features, but one of the most prominent is YouTube, which has built an entire monetization strategy off its various advertising options. 

Unfortunately, pre-roll ads aren’t exactly favorable. When a viewer clicks on a video, they want to watch that video—not your ad! Therefore, promoting something engaging and interesting is crucial to getting viewers to continue watching and improving your ad’s performance.

One of the most important factors to consider when creating a pre-roll ad is how long the ad will be. The ad’s length partially determines whether a viewer can (or will) skip past it.

Consider the main types of pre-roll advertisements:

• Skippable ads: Skippable ads can vary in length—some lasting only 30 seconds, others over a minute. However, viewers get the option to skip the ad after watching the first five seconds.

• Bumper ads: Bumper ads are extremely short—typically up to six seconds—and are not skippable. Despite their short length, bumper ads can pack a powerful punch.

• Non-skippable ads: Some platforms allow advertisers to pay for non-skippable ads that are longer than bumper ads—usually up to 30 seconds. 

There are benefits to both long and short video ads, but perfecting your ad’s length can make a dramatic impact on how it is received by viewers. Ads that are too long and un-skippable might drive viewers away, while ads that are too short might not effectively convey your message. Even for skippable ads, 15 to 30 seconds is usually the ideal length to avoid losing viewers halfway through. In the end, though, it’s crucial to align your ad’s length with your advertising goals.

If your brand is launching a pre-roll ad campaign, use these tips to make them as engaging and effective as possible.

• Hook them within five seconds: If you’re running a longer, skippable ad, hooking the viewer will be essential if you want them to watch it through. Those first five seconds before the skip option becomes available is your opportunity to get the viewer interested, so hook them with action, catchy music or an intriguing question. 

• Communicate your message completely: Whether you’re running a long or short ad, you’ll want to make sure your ad’s message is conveyed early and completely. This can be challenging, especially for short bumper ads. Narrow down your ad’s focus so you don’t lose sight of the message. 

• Target them correctly: Targeting the right viewers is another key way to encourage them to watch your ad in its entirety, regardless of length. There’s nothing that will make a viewer click “skip” faster than an irrelevant ad. Pay attention to your ad targeting options and only serve ads to the right audiences.

Perfecting pre-roll ads isn’t an exact science, but you can improve their performance by paying extra attention to their length and hook. Interested in creating effective pre-roll ad campaigns? Say hello to Spin Creative!

About Us

Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.