Pre-Roll Wins Out When Budgets Shrink

  |  August 12, 2008   |  Comments

Video ad firms say when times get tough, advertisers seek out tried-and-true formats, including pre-roll.

The pre-roll video ad format has taken its lumps from critics, but video ad firm BrightRoll CEO Tod Sacerdoti is among its chief defenders.

After all, about 50 percent of BrightRoll's business involves pre-roll. Sacerdoti says his company works with about two-thirds of the top 100 media properties on the Web.

What's the attraction with the ad format? Sacerdoti said advertisers are embracing pre-roll because it's a safe, tried-and-true product, especially when ad budgets are being squeezed.

Sacerdoti is now bragging these days about a client that's spending a million dollars on a pre-roll buy executed over one month on more than 30 branded sites. Catch is, BrightRoll declines to identify the advertiser.

"Due to the highly competitive nature of the online advertising industry, the client has requested anonymity," explained BrightRoll in announcing the deal.

The vendor said the campaign is the latest in a series of exclusively pre-roll campaigns it has completed for brands including The History Channel, Chili's Grill & Bar, National Geographic, Blackberry, Supercuts, and Land Rover.

According to Sacerdoti, BrightRoll had only one exclusively pre-roll project in the first quarter of the year. The number grew to four for the second quarter and is expected by Sacerdoti to grow to 10 by the end of September. That said, BrightRoll runs campaigns that include -- but are not limited to pre-roll -- so these numbers reflect only campaigns that are exclusively pre-roll.

"This signifies to us a little counter-intuitive trend: A return to pre-roll," he said. Pre-roll was the first online video ad format that "had any scale behind it" and it has always been the form on which advertisers spent most of their money, he said.

"It really never lost its popularity," Sacerdoti said. "There was a huge user backlash [against it]. Studies show it's effective, but there really was a negative connotation in the marketplace."

He acknowledged that pre-roll is one of the cheaper methods of online video advertising especially when the clips are just snippets of existing TV ads.

"The advertisers already have the creative asset," said Sacerdoti. "They can get more value out of something they already spent money on. A TV commercial can be leveraged."

Secondly, pre-roll is an "incredibly scalable" unit, coming second only, in that regard, to the venerable display ad. "The agencies' focus on what users want becomes less important when the resources are limited," said Sacerdoti.

"When you have a limited budget and you need strong impact you basically spend the money on what works, not necessarily on the latest, new, fun and user-friendly ad idea," he said.

Jason Glickman, CEO of online video ad network Tremor Media, agreed there's been a lot of talk about new forms of video ads that are going to supplant pre-roll. Few are gaining traction, he said.

"The most popular format is and always has been pre-roll," said Glickman. "There was a lot of hype around the overlay ad format."

But for all the "hype and press and blog posting," video overlays haven't taken the world by storm, Glickman said. "I've always maintained that if pre-roll is done right and the length is appropriate to the length of content it's in front of, and if it's targeted and frequency-capped, then pre-roll is by far the most effective," he said.

UPDATE: This story originally incorrectly stated that about 95 percent of BrightRoll's business involves pre-roll.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...