Creative Terms
Pre-Roll Ads
Video advertisements that play before the main video content.
Definition
Pre-roll ads are video advertisements that play before the viewer's selected video content begins. These ads typically range from 15-30 seconds and may or may not be skippable depending on the platform and ad format. They are commonly used on platforms like YouTube, streaming services, and other video content sites.
Examples
YouTube TrueView in-stream ads that viewers can skip after 5 seconds
Non-skippable 15-second pre-roll ads on premium streaming content
Interactive pre-roll ads with clickable product cards or end cards
Sequential pre-roll campaigns that tell a story across multiple ad exposures
Frequently asked questions
Common questions about Pre-Roll Ads, answered.
What are pre-roll ads?
Pre-roll ads are video ads that play before a viewer's chosen content, most commonly on YouTube and other streaming/video platforms. Because they run before the content the viewer actually came for, they capture attention at a high-intent moment — but that same context means the viewer is eager to skip ahead, so pre-roll creative has to earn attention immediately.
What's the difference between skippable and non-skippable pre-roll?
Skippable pre-roll lets the viewer skip after a few seconds (commonly 5), so you pay mainly for views that continue and you must hook hard before the skip button works. Non-skippable pre-roll (typically up to 15–20 seconds) guarantees the full message is seen but risks irritation and is priced/served differently. Skippable suits performance and lets the audience self-select; non-skippable suits guaranteed-reach brand messages.
How long should a pre-roll ad be?
It depends on format and goal. Skippable pre-roll has no hard cap but must deliver its core message and brand in the first ~5 seconds before the skip option, so front-load everything. Non-skippable formats are usually 15–20 seconds and the whole story must fit that window. Bumper ads (6 seconds, non-skippable) are a separate ultra-short format for simple, memorable brand messages.
How do I hook viewers in skippable pre-roll?
Treat the first 5 seconds as the entire ad. Lead with the most arresting visual or the core value/offer immediately, show the brand early (many viewers will skip, so the first seconds may be all they see), and avoid slow logo intros or scene-setting. Framing the opening around the viewer's problem or a pattern-interrupting hook keeps fingers off the skip button long enough to land the message.
Pre-roll vs mid-roll — which should I use?
Pre-roll runs before content and reaches every viewer at the start, capturing high attention but high skip intent. Mid-roll runs during longer content at a natural break, reaching an already-engaged viewer who's invested in finishing the video (so completion can be higher) but interrupting their experience. Use pre-roll for broad reach and front-loaded messages; mid-roll to reach committed viewers of longer content.
