Here’s something I strongly believe in.
The evolution of advertising needs to be studied extensively.
Back in the old days, advertisements were more simple and straightforward.
Mostly because it was still a “work in progress” medium of marketing.
Now, advertising, or should I say, online advertising has become the norm.
Among the several types of targeted visibility now at our disposal,
Pre-roll ads are a special kind that may look simple on the surface but can make you run in circles when it comes to execution.
In this blog, I’ll dive deeper into this advertising medium.
Giving you clear insights on what it is, its various uses and types, and some amazing examples to go along the way.
Pre-roll ads are video ads that play before a viewer’s desired content.
A very recognizable example of this is the unskippable ad you see before watching a YouTube video.
A non-skippable ad on YouTube is a very common example of pre-roll ads (Source: Wyzowl)
But this is just one among several types of pre-roll ads. I’ll cover all the types a bit later on.
Essentially a pre-roll ad is a quick attention grabbing tool that advertisers use at the beginning of long-format video content.
However, this is just a fundamental overview of why pre-roll ads are used extensively in online advertising.
Let’s look at their uses in a bit more detail in the next section.
Pre-roll ads have several uses across B2C and B2B ad campaigns.
Let’s look at the bigger picture of the applications, starting with…
In a survey conducted by Trendemon, it was found that brand awareness was the primary target for 84% of B2B content marketing campaigns.
Brand awareness is one of the most important marketing goals for B2Bs (Source: Trendemon)
While content marketing and advertising are two very different things,
Their end goal is the same.
To drive marketing ROI in the form of conversions and revenue for B2Bs.
And in that respect, pre-roll ads are one of the best tools to build brand awareness.
But what would a pre-roll ad made for brand awareness look like?
It could be a short clip to showcase your B2B expertise.
Or a short customer testimonial that establishes your brand’s credibility.
The outcome in each variation is to build the foundation of a strong brand presence.
Ensuring that your brand is top-of-mind when potential clients are ready to make purchasing decisions.
Lead generation for B2Bs can quickly become a double-edged sword.
As much as it forms a major chunk of a B2B’s marketing ROI, it’s also a big challenge for 61% of businesses as found by Startup Bonsai.
Lead generation is a major marketing challenge for B2Bs (Source: Startup Bonsai)
But here’s where the stakes get higher.
Startup Bonsai also found that 53% of businesses allocate more than half of their marketing budget on lead generation only.
Businesses allocate more than half their marketing budget on lead generation (Source: Startup Bonsai)
In other words, this is the equivalent of putting all your eggs in one basket.
An underperforming lead generation campaign can negatively affect B2Bs.
Both from a marketing and financial perspective.
This is where pre-roll ads prove to be a lifesaver.
Due to their short video length and highly targeted nature, it hits the mark exactly where you want them to.
Without burning a hole through your marketing budget.
And they do that by leveraging the power of video CTAs.
Using a specific and well defined CTA turns your pre-roll ads into lead magnets that direct viewers to your landing page or product pages.
Unlocking a gateway to funnel high-quality leads into your B2B sales pipeline and increase your chances of converting them into customers.
It’s clear that pre-roll ads are great lead magnets.
But just attracting leads is a race half won.
You also need to nurture them in order to keep your bottom line healthy.
That’s where retargeting campaigns come into the picture.
Here’s a visual representation of how retargeting works, courtesy of Kajabi.
A visual representation of how retargeting works in B2B marketing (Source: Kajabi)
But this is where things get even more interesting.
Retargeting is primarily done using commercial ads on marketing channels like blogs and landing pages to nurture existing leads that have already engaged with your brand but haven't yet converted.
Which also makes pre-roll ads an effective medium for retargeting campaigns.
By serving tailored pre-roll ads to users who have visited your website or engaged with your content, you can remind them of your value proposition and encourage them to take the next step in the buyer's journey.
Bringing prospects closer to conversion as a result.
Most B2B brands are actually product-based businesses.
From SaaS to fintech, B2Bs owe their credibility to how good their product is received in their target market.
But their product also plays a huge role on their bottom line too.
An extensive survey on product-based businesses by McKinsey & Company found some amazing insights on how product launches positively affect revenue and profits.
Product launches play a major role in driving B2B revenue and profits (Source: McKinsey & Company)
A product launch, in of itself, is an extensive cycle that contains multiple stages, each with its own set of significance and challenges.
Here’s what a typical product launch process looks like:
An phase-by-phase overview of a typical B2B product launch process (Source: Gembah)
In the case of pre-roll ads, the launch phase holds much significance in our discussion here.
Essentially, pre-roll ads act as a distribution and iteration medium during the launch phase of introducing a new product to the market.
Due to their versatility and concise nature, they can be deployed across several marketing channels that support video advertising and keep your advertising spend in check.
Now that we understand why using pre-roll ads is probably a good thing for your advertising campaign.
It’s time to understand which type of pre-roll ad will get you the results you’re looking for.
We begin our exploration with…
An example of skippable pre-roll ads on YouTube (Source: YouTube Advertising)
Skippable pre-roll ads are video ads that appear before the main video content and allow viewers to skip the ad after a few seconds, typically five seconds.
This is the same type of pre-roll ad I touched upon at the beginning.
These ads are commonly used on platforms like YouTube, where viewers can choose to continue watching the ad or skip to their desired content after a few seconds.
Skippable pre-roll ads are designed to offer a balance between delivering a message and respecting the viewer’s choice.
They are particularly effective for raising brand awareness and driving engagement without forcing the viewer to watch the entire ad.
These ads are widely used across platforms that host user-generated content, such as YouTube, as well as other streaming services and social media.
They are ideal for campaigns targeting a broad audience where the initial exposure to the brand is critical.
For B2B brands, skippable pre-roll ads offer a cost-effective way to reach potential clients without overspending on uninterested viewers.
Since advertisers only pay when the ad is watched in full (or a significant portion), this format ensures that B2B marketing budgets are spent efficiently.
Additionally, it gives B2B marketers the flexibility to test different messaging and creatives to see what resonates most with their target audience.
Giving real-time feedback on optimizing advertising directives for future campaigns.
An example of non-skippable pre-roll ads (Source: Mega Digital)
Non-skippable pre-roll ads are video ads that must be watched in their entirety before the viewer can access the desired content.
These ads are usually short-form videos, ranging from 15 to 20 seconds, to minimize viewer frustration while still delivering a full message.
Non-skippable pre-roll ads are used when the goal is to ensure that the entire message is delivered to the viewer as quickly as possible.
They are particularly effective for conveying critical information, such as the launch of a new product or service, or a strong call to action that requires the viewer's full attention.
For B2B businesses, these ads are often used to communicate key differentiators or complex offerings that need more than a few seconds to explain.
This type of pre-roll ad is typically used on premium video content platforms, such as certain streaming services like Amazon Prime Video and Hulu.
They’re also common on websites that offer high-quality, niche content where viewers are more likely to watch the ad in full.
Non-skippable pre-roll ads are significant for B2B marketers because they guarantee that the entire message is seen.
Making them ideal for campaigns where customer retention and lead generation is critical.
For example, if a B2B company is launching a new software solution that requires a brief explanation of features and benefits, a non-skippable pre-roll ad ensures that the potential buyer receives the full pitch.
Thereby increasing the chances of attracting and converting potential B2B SaaS customers.
An example of bumper pre-roll ads (Source: Muvi)
Bumper pre-roll ads, also known as companion banners, are static or dynamic banner ads that appear alongside video content.
These pre-roll ads are often displayed in the video player (an example of which you can see in the visual above)
Or in a dedicated ad space on the website landing page.
An example of which you can see here when you log into YouTube’s homepage.
An example of a static bumper pre-roll ad on YouTube’s homepage
They are primarily designed to complement a broader video ad or serve as a standalone ad unit.
Banner pre-roll ads are used to provide additional visual reinforcement of the video message or to offer an alternative ad experience that doesn’t interrupt the viewing process.
These ads are particularly effective for brand recall and driving traffic to specific landing pages or offers in a less intrusive way to engage viewers who may be more interested in the content itself.
These ads are commonly used on video distribution platforms and websites where viewers are likely to engage with additional content on the page that may or may not be video content.
They are effective on sites where the audience is already primed to consume detailed information, such as industry news websites, professional networks, or specialized content platforms.
For B2B businesses, bumper pre-roll ads provide an additional touchpoint that can be used to reinforce the video message or offer a direct link to more information.
They are particularly useful for driving traffic to a landing page, where the viewer can learn more about a product or service.
This format is also beneficial for retargeting campaigns, where a static or dynamic banner can remind viewers of a previous interaction with the brand.
Up until this point,
Pre-roll ads seem like a great option for advertising campaigns.
But to convince you to go all in requires going an extra step.
That’s what this section is all about!
I’ll take you through some amazing examples of pre-roll ads and insights on why they were successful.
Starting with…
This first example comes from Google.
It’s an exquisitely crafted pre-roll ad inviting tech-savvy consumers to their annual Google I/O event.
On the surface, this is just an event video.
But what makes it unique is the use of 2D animation that feels vintage and modern at the same time.
And when you see this as a pre-roll ad, it feels far greater than an invite.
It feels like a personal experience tailored made for you which would feel incomplete without your attendance.
Most SaaS solutions aren’t as difficult as they seem to be.
It all comes down to how the software provider explains its utility to you.
But explaining a software offering in under a minute can be as challenging as building the software in the first place.
Microsoft has found the solution to this using 3D animation.
In this pre-roll ad, they talk about their new SaaS solution, Loop.
Taking help from intricately crafted 3D models and motion graphics,
They bring their software to life and give it a tangible presentation that feels quite intuitive.
Such attention to detail for a pre-roll ad is what sets this apart from any other SaaS video that only does the bare minimum.
Speaking of 3D animation,
I was happy to find that Microsoft wasn’t the only B2B that gave animation a shot.
This next example from Reco takes us on yet another 3D animated visual experience.
In simple words, their SaaS platform keeps other SaaS products in line by providing an end-to-end solution.
Visualizing this, however, was a challenge that Reco solved using the power of animation.
Making you wonder how they were able to simplify a SaaS product in just 33 seconds.
This example comes from the pharmaceutical giant, Pfizer.
This pre-roll ad is for their “#VaccinesForLife” campaign, meant to increase general awareness on vaccination and their effectiveness.
It immediately grabs your attention with a vaccine-related statistic, establishing their relevance.
Most pre-roll ads (or commercial ads for that matter) aren’t meant for thought leadership.
But this example proves to be an exception.
Helping them reinforce their authority in an industry where their competitors have similar or same offerings.
Here’s the thing about marketing most digital solutions.
Most of them are difficult to visualize as their USP is not something that’s tangible to begin with
That’s where videos can prove to be a great visualization tool to solve this problem.
So it should come as no surprise that B2B brands extensively use videos for visualization too.
One such example is this one from Smartly.
They use this pre-roll ad as a showreel of their digital advertising platform’s core features.
And if you’re watching this ad carefully, you’ll also catch glimpses of their platform’s layout along the way.
This pre-roll ad is designed in a way to help Smartly facilitate lead generation and funnel high-quality prospects into their sales funnel.
Physical demonstration, from a product development standpoint, is a major step for any B2B.
But there will be cases where this won’t be possible but urgently required.
Stripe solves this problem in this pre-roll ad with the help of product animation.
It debuts their card reader but does so with finesse and immaculate attention to detail.
This pre-roll ad isn’t selling B2Bs a financial solution to payment processing.
It’s addressing a major financial services challenge and positioning Stripe as the brand businesses can rely on.
Now that’s what I call brand positioning done right!
Let’s direct our attention from computer screens to vast stretches of water.
Confused? This pre-roll ad from Maersk will clear things up in no time.
As a B2B leader in shipping and container logistics, Maersk wanted something to immortalize their 120th anniversary.
Their medium of choice was an animated commercial which takes prospects through their brand story.
Compiling a 120 year old legacy in just 33-seconds feels ambitious.
But thanks to visual storytelling, Maersk didn’t just make it possible but also worth every second of their audience’s attention.
I saved the best for last.
Here is an example from Paddle that redefines how we typically perceive product overviews.
It cuts the fluff on unnecessary bits and only expands upon Paddle’s USP.
Though it is a bit longer as far as pre-roll ads are concerned.
3D animation coupled with screencast animation tells Paddle’s story in places where words fall short.
Making the ad length not only justifiable but also necessary.
I’m pretty sure you’re considering pre-roll ads for your future ad campaigns sooner rather than later.
But we aren’t done just yet.
If you’re going to use pre-roll ads, why not do it properly and in a way that drives results instantly?
To do that, you need to have the following best practices in mind before starting.
Effective pre-roll ads are amazing and quick attention grabbers (Source: STR8FW)
The first few seconds of a pre-roll ad are crucial, especially for skippable ads.
B2B audiences are often busy professionals or businesses that don’t have a lot of time to indulge in listening to drawn out sales pitches.
So it's important to capture their attention immediately and ideally in a couple of seconds instead of minutes.
Start with a compelling hook.
Whether it’s a provocative question, a bold statement, or eye-catching visuals,
Make sure the first few seconds capture the attention of your audience and engages them the right away.
Clear and concise messaging is a hallmark of an effective pre-roll ad (Source: CIPP)
B2B viewers are typically looking for straightforward, value-driven content.
Be it through a 90-second explainer video or a 9-second pre-roll ad.
Being concise in your brand messaging reduces friction in the important stages of a buyer’s journey.
So avoid overloading your pre-roll ad with too much information.
Focus on a single, clear message that highlights the benefits or solutions your product or service offers.
This clarity ensures that your audience quickly understands your value proposition without needing to look elsewhere.
I want you to do this thought experiment with me.
Imagine you’re a B2B in the medical field trying to sell a hemodynamic monitoring device to hospitals and healthcare organizations.
You have created a pre-roll ad to spread the word about your medical product.
But here’s the kicker.
The ad talks about how the heart works from an anatomical perspective.
It does that at the expense of talking about your medical product.
Would you find this ad helpful if you were a hospital looking to purchase a hemodynamic monitoring device?
Absolutely not!
The point is that it’s easy to create a mismatch between your value proposition and your audience’s needs.
And a slight mismatch can reflect on your bottom line more aggressively than you think.
So the first step towards making an effective pre-roll ad that hits the mark is to understand your target audience’s pain points closely.
Tailor your pre-roll ad content to address these specific challenges and demonstrate how your B2B offering meets their requirements.
Personalized messaging that resonates with the viewer’s role or industry can significantly improve engagement and conversion rates.
A visual illustration of how strong visuals play a major role in B2B branding (Source: Toptal)
Your brand is your visiting card.
It’s what retains your customers and makes them come back for more.
For B2B, high-quality visuals and consistent branding reinforce their professional image and brand credibility.
But brand consistency isn’t just confined to pre-roll ads.
It should be a major implementation across all your content.
And if this is something you’re just starting out with, I found this brand consistency checklist by Foleon that might be helpful.
A brand consistency checklist for your B2B pre-roll ads (Source: Foleon)
All in all, when it comes to your pre-roll ads (or any other B2B content for that matter),
The visual elements you use should not only be appealing but also align with your brand’s identity.
The importance of a call to action in pre-roll ads (Source: Muzli x Medium)
Every pre-roll ad should end with a strong, clear call to action.
Whether it’s directing viewers to visit your website, sign up for a B2B webinar, or downloading a whitepaper like free ebooks,
The CTA should be specific and relevant to the ad’s objective.
Ensure that the CTA stands out visually and is easy for viewers to follow.
Using A/B testing can help you pick the most effective pre-roll ad based on data (Source: Kaggle)
You don’t need to leave the fate of your pre-roll ads up to chance.
Utilizing methods like A/B testing can help you pin-point which ad performs the best and why it does so.
A/B testing essentially allows you to experiment with different versions of your ad to see which one is received better.
Test variations in messaging, visuals, CTAs, and even ad length and make notes of key performance metrics like CTR and watch-time.
This data-driven approach helps you refine your strategy, ensuring that your ads resonate more effectively with your target audience.
Mobile optimization of pre-roll ads unlock more eyeballs (Source: Toptal)
A significant portion of video content is consumed on mobile devices, even in the B2B space.
It’s at a point where a majority of B2B products are discovered via a mobile advertisement on a social media platform like Facebook.
Pre-roll ads that are optimized for mobile devices take full advantage of this expanded reach.
Make sure your pre-roll ads have a mobile ad friendly aspect ratio like 4:3 or 9:16.
Keep the ad length short and ideally in the range of 15 to 30 seconds to maximize their effectiveness even further.
A fundamental look at how retargeting works for pre-roll ads (Source: Adjust)
Advanced targeting options allow you to deliver pre-roll ads to specific segments of your audience based on factors like industry, job title, or previous interactions with your brand.
I already talked about the use of pre-roll ads in retargeting campaigns in detail.
So let me just iterate the most essential component that you need to keep in mind.
Retargeting is especially powerful in B2B marketing to keep your brand top-of-mind for prospects who have already shown interest in your products or services.
An interesting survey by Wave Video found important insights on video ad lengths which you can see here
The average length of effective video ads (Source: Wave.video)
When it comes to pre-roll ads, an ad that’s between 15 to 30 seconds long is ideal.
Longer ad lengths can negatively impact audience retention so do keep that in mind.
While non-skippable ads are typically shorter, it’s important to keep all pre-roll ads as concise as possible.
For skippable ads, aim to deliver your key message within the first 5-6 seconds.
Even if viewers choose to skip, they should still leave with the core idea.
For non-skippable ads, stick to 15-20 seconds to maintain viewer engagement without causing frustration.
A qualitative approach to pre-roll ads isn’t sustainable.
You need a quantitative outlook on how your pre-roll ads are performing and any future scope of improvements.
Regularly track and analyze the performance of your pre-roll ads using metrics such as view-through rates, click-through rates, ROAs, and conversion rates.
Use this data to identify what’s working and where improvements can be made.
Continuous optimization based on performance insights is key to driving sustained ROI from your pre-roll ad campaigns.
Pre-roll ads aren’t just advertising mediums.
They’re a tool that brings the most out of your campaigns by giving your brand the center stage.
It’s a quick and efficient way to leverage the perks of video advertising.
And when used properly, as I showed you across several examples and best practices,
They can turn into an effective and reliable marketing solution that not only guarantees results…
It exceeds them beyond your expectations!
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