Pre-Roll Ads: What They Are And How They Work
A clear breakdown of pre-roll ads, how they fit into video advertising, and when they make sense for marketers.
Writer: Luis Reyes
Date: March 17, 2026
Pre-roll ads are video advertisements that appear before video playback begins, making them one of the most visible formats in online video advertising. Because the ad plays before viewers access their desired content, pre-roll advertising is often used to capture attention early and build brand awareness at scale.
This guide explains what pre-roll ads are, how pre-roll ads work, and how advertisers use pre-roll video ads as part of broader video marketing and digital advertising strategies.
WHAT ARE PRE-ROLL ADS?
Pre-roll ads are video advertisements that play before the main video content starts. Pre-roll ads are a subtype of instream video ads, meaning they play within a video stream before the main video content starts. The ad appears automatically when a viewer clicks play, ensuring the message is delivered before the featured video begins.
You may also see this format referred to as a pre-roll ad, pre-roll video, or pre-roll video ad. These terms are used interchangeably and describe the same type of video advertising experience.
Because pre-roll ads run ahead of the main video, they’re commonly used to introduce a brand, promote a message, or raise awareness with potential customers before they engage with online video.
TYPES OF PRE-ROLL ADS
Pre-roll ads can vary based on length, placement rules, and user experience. Common ad formats include:
- Skippable ads, which allow viewers to skip after the first five seconds
- Non-skippable ads, which require viewers to watch the entire ad
- Short-form pre-roll, often used for attention-grabbing brand messages
- Longer pre-roll video ads, typically used for storytelling or product education
Some platforms also offer short formats like bumper ads, which deliver brief messages before a YouTube video or other online streaming TV content begins.
PRE-ROLL VS MID-ROLL VS POST-ROLL ADS
Pre-roll ads appear before content starts, while mid-roll ads play during natural breaks in longer videos. On the other hand, post-roll ads appear after the video ends.
Mid-roll ad formats interrupt the viewing experience once content is already underway, and post-roll ads rely on viewers remaining engaged after the main video finishes. Pre-roll ads differ because they play before the desired content, making them less likely to be missed compared to other roll ads.
Each format has its place, but pre-roll ads are often the starting point for video advertising strategies focused on awareness and reach.
HOW DO PRE-ROLL ADS WORK?
When a user selects a video, the pre-roll ad plays before the main video content loads. Depending on the ad format, viewers may be required to watch the entire advertisement or may see a skip button after the first few seconds.
In most cases, advertisers can control:
- Audience targeting options
- Ad length and creative format
- Frequency and delivery pacing
- Where the ad appears within online video environments
Some pre-roll ads are skippable, while non-skippable ads require viewers to watch the entire ad before accessing the desired content. Both formats are designed to capture viewer attention at the moment engagement is highest.
WHY ADVERTISERS USE PRE-ROLL ADS
Pre-roll ads are widely used because they combine sight, sound, and motion at a moment when viewers are already focused on video content.
Key benefits of pre-roll ads include:
- High visibility before video playback
- Strong brand recall compared to static ads
- Higher completion rates than many other video ad formats
- Measurable engagement across ad campaigns
When executed well, effective pre-roll ads can be extremely effective for raising awareness, reinforcing a message, and helping brands reach their target audience.
MEASURING PRE-ROLL AD PERFORMANCE
Pre-roll ad performance is typically measured using video-specific metrics rather than clicks alone. Common measurement signals include:
- Impressions and reach
- Video start rates and completion rates
- Frequency and exposure
- Engagement indicators tied to viewer attention
Within broader digital advertising efforts, pre-roll ad campaigns are often used to support purchase consideration and influence intent over time, rather than drive immediate action.
USING PRE-ROLL ADS ACROSS CHANNELS
Pre-roll ads are often part of a larger video and omnichannel strategy. Advertisers may run pre-roll video ads alongside other formats to reinforce messaging and remain engaged across screens.
This can include coordination with formats such as native, display, video, digital out-of-home, and audio. Running pre-roll across many platforms helps brands maintain consistency while supporting awareness and engagement goals.
WHEN PRE-ROLL ADS MAKE SENSE
Pre-roll ads are especially effective when advertisers need to:
- Introduce a brand or product to new audiences
- Build awareness at scale
- Capture viewers’ attention early in the viewing experience
- Support upper-funnel and mid-funnel ad campaigns
- Reinforce a call to action or drive viewers to a landing page
They’re commonly used in successful campaigns focused on awareness, consideration, and long-term brand impact rather than direct response alone.
HOW SIMPLI.FI SUPPORTS PRE-ROLL ADVERTISING
Simpli.fi helps advertisers activate pre-roll video advertising through scalable, programmatic solutions designed to reach the right audience at the right time.
With Simpli.fi, advertisers can:
- Run pre-roll ads across premium video and streaming environments
- Apply precise targeting options to reach potential customers
- Manage frequency to balance exposure and viewer experience
- Measure video ad performance with transparent reporting
- Align pre-roll advertising with broader video marketing strategies
Simpli.fi’s approach supports advertisers who want to use pre-roll ads as part of thoughtful, measurable video advertising campaigns.
Explore Simpli.fi’s Video Advertising Solutions, stay connected with us on linkedin or lets start a conversion by reaching out to us at hi@simpli.fi .
 | Luis Reyes
Sr. Manager of Content Marketing | Simpli.fi Luis Reyes is a dynamic leader in content marketing, recognized for strategically elevating brand presence and driving impactful results. As the Senior Manager of Content Marketing at Simpli.fi, he leverages extensive expertise gained from previous roles, including Senior Client Success Manager for national advertising agencies and enterprise clients, Marketing Content Creator at a leading healthcare services provider, focusing on brand mergers and project management, and Sales Account Manager at a prominent digital marketing firm, where he secured and managed national and regional digital marketing campaigns along with creative work. His diverse experience and forward-focused approach solidify his status as an authority in today’s competitive marketing landscape. |
FAQs: Pre-Roll Ads
A pre-roll ad is a video advertisement that plays before the main video content begins.
Yes. Pre-roll ads are effective for building awareness, capturing viewer attention, and improving brand recall when placed within premium video environments.
Pre-roll ads vary in length, but many range from a few seconds to 30 seconds or longer depending on format and placement.
Some pre-roll ads are skippable after a short time, while non-skippable ads must be watched in full before content plays.
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