You click play on a YouTube video or webinar replay. Before the content starts, you’re shown a short video ad — sometimes skippable, sometimes not.
That’s a pre-roll ad. It’s the digital equivalent of the front cover pitch.
For marketers, pre-roll ads offer a fast, high-visibility window to introduce your brand, product, or offer before the viewer dives into their intended content.
Pre-Roll Ads Definition
Pre-roll ads are short video advertisements that appear before a viewer’s chosen video content plays. Typically used on platforms like YouTube, LinkedIn, or embedded players, these ads range from 5 to 30 seconds and can be skippable or non-skippable.
In a marketing context, pre-roll ads are often used for brand awareness, product positioning, or event promotion.
Examples of Pre-Roll Ads
1. SaaS company promotes a new product feature
"DataOrbit" launches a new AI-powered dashboard. Their 15-second pre-roll ad runs before analytics-related YouTube videos, showing real-time insights and prompting viewers to “Watch the full walkthrough.”
Why it works: The ad grabs attention in context — viewers are already interested in data tools.
2. Event promotion before industry webinars
"LegalFlow" sponsors a webinar on compliance automation. Before the session begins, attendees see a 10-second ad inviting them to LegalFlow’s upcoming virtual event.
Why it works: Pre-roll aligns perfectly with the event's audience — without interrupting post-event follow-ups.
3. ABM-focused video on LinkedIn
"SecureGrid" targets IT leads at enterprise firms. On LinkedIn, their pre-roll ad features a bold message: “Stop ransomware before it hits. See how Fortune 500s use SecureGrid.”
Why it works: Sharp targeting and short runtime make it ideal for high-intent professionals.
4. Product explainer teaser for gated content
"CollabSuite" runs a pre-roll before YouTube productivity videos. It shows a snippet of their new collaboration dashboard, ending with: “See how teams cut planning time by 40% — download the case study.”
Why it works: It teases a compelling benefit and drives gated content engagement.
5. Employer branding during industry livestreams
"BuildCo," a construction brand, sponsors a livestreamed trade event. Their pre-roll features employee testimonials and company culture clips to attract talent.
Why it works: Employer brand gains visibility among qualified, passive candidates in the industry.
Best Practices for Pre-Roll Ads
Hook immediately — don’t waste the first 3 seconds
Attention drops fast. Start with a sharp visual, bold headline, or unexpected insight. No logos-only intros or slow animations.
Keep it short and focused
Aim for 6 to 15 seconds. The goal isn’t to tell everything, just enough to spark interest or a click. Every second should earn its place.
Match ad content to viewer context
Align your pre-roll with the content that follows. If you're targeting CFOs watching finance videos, highlight cost efficiency or ROI, not product features.
Use clear, simple messaging and CTA
Avoid jargon or abstract phrasing. End with a direct CTA: "Download the playbook," "Book a demo," "Join the webinar."
Optimize for muted autoplay
Most pre-rolls autoplay with no sound. Use captions, bold text overlays, and strong visuals to communicate without relying on voiceover.
Test different versions for different funnel stages
Top-of-funnel? Focus on awareness and value. Mid-funnel? Highlight differentiation or social proof. Bottom-of-funnel? Push product or action.
Measure view-through rate, not just clicks
Especially in B2B, a viewer watching 90% of a pre-roll without clicking may still become a direct traffic lead later. Track brand recall and downstream conversions, not just CTR.
Why Pre-Roll Ads Matter
- Deliver your message in high-attention moments
- Great for brand recall and campaign amplification
- Support both awareness and conversion tactics
- Enable precise targeting by industry, role, or intent signal
- Complement other content formats in multichannel strategies