Pre-roll video advertising is only a good tool for advertisers who are willing to do it right. Throwing a 30-second television spot into YouTube and hoping for the best is certainly not an effective pre-roll video advertising strategy. Advertisers who want to learn more about pre-roll video advertising best practices and how to implement them to serve targeted, entertaining pre-roll ads on platforms like YouTube have to think about “the before, the during and the after.”
What does that mean? The before involves issues like defining the audience, targeting, technology and settings. The during is the content of the advertising itself, including the call to action. And, the after is where viewers end up after they watch the video. This blog covers each component , setting you up for success with your pre-roll video advertising adventure.
Pre-Roll Video Advertising – The Before
Before diving into production on a great new video ad for pre-roll on YouTube, there are several important questions to consider:
Pre-Roll Video Advertising – The During
The content – the video ad itself – is probably the most important part of the equation. This is what we call “the during” because it’s what’s happening while that viewer is seeing your ad. The most important considerations for the content of a pre-roll video ad itself are:
Pre-Roll Video Advertising – The After
A huge repeated mistake in pre-roll video advertising is to be disconnected from what happens after the ad. Your call to action inside the video may entice viewers to click, but far too often, advertisers fall short on what happens afterward. (Hint: don’t link to your homepage).
Pre-Roll Video Advertising That Works
One of the most successful pre-roll video ads in YouTube history was a virtually unskippable advertisement by the ASPCA. Although it did involve a threatening death for an adorable puppy, the ad did its job; garnering thousands of dollars in donations for the organization. Burger King had similar success with its self-aware and highly targeted approach to pre-roll video ads. The key is to be clear about your target audience, be clear about your offer and be clear about what will happen afterward. Above all else, be creative. Video ads cannot survive without creativity.
Video pre-roll is on the rise. Check out our Solution Brief for details on how to make video advertising work for you!