You May Hate Pre-Roll Ads, But Advertisers Love ThemAug 12th, 2008 | By James Lewin | Category: Internet TV, Video
If you’re like me, you probably think that sitting through pre-roll ads – online video ads that you have to sit through before you can watch what you really want to see – is up there with getting your teeth drilled.
In fact, a lot of people won’t sit through pre-roll ads. Three quarters of the people in a recent survey said that in-stream advertising is intrusive. Half (49.7%) of those surveyed will not sit through a pre-roll ad, and said the presence of in-stream advertising in online video content makes them less likely to view other video content they may encounter online.
Unfortunately, advertisers love pre-roll ads, so they won’t be going away anytime soon.
For example, TVWeek reports that online video ad network BrightRoll has signed a new $1 million month-long ad deal for pre-roll ads across 30 branded media publishers. According to BrightRoll, the $1 million pre-roll campaign is the first buy of that size. BrightRoll CEO Tod Sacerdoti said the size of the buy shows the importance of the pre-roll format for online video advertising.
Pre-rolls appeal to advertisers because they interrupt your attention, like television ads, and are more of a known quantity than other formats.
There’s a big downside to pre-roll ads: a lot of people won’t sit through them. But until someone comes up with something that’s less intrusive and more effective, expect to be seeing more pre-roll ads.