Video advertisements have become the cornerstone of digital marketing, capturing user attention like no other format. They boast a click-through rate (CTR) of nearly 30 times higher than static banner ads. However, there are subcategories within video advertisements, and each has its pluses and minuses. Today, we’ll delve into Pre-Rolls and Sliders, comparing their pros and cons to help you determine the best choice for your campaign.

Pre-Rolls: capturing immediate attention

Pre-Roll ads are video advertisements that appear before the main video content. Typically, they last between 15 and 30 seconds. Viewers often encounter this type of ads on platforms like YouTube, where a skip option is available after the first 5 seconds.

Pros of Pre-Roll ads:

• High visibility: a Pre-Roll precedes the video, ensuring it grabs immediate attention.
• Brand awareness: this ad format is effective in boosting brand recognition and leaving a lasting impression.
• Targeting: Pre-Rolls can be tailored to specific demographics, languages, and interests, generating high volumes of converting traffic.
• Memorable impact: even if skipped, the initial seconds can leave an impression on the viewer.

Cons of Pre-Roll ads:

• Intrusiveness: they can be perceived as disruptive, leading to viewer dislike for the brand.
• Cost: Pre-Rolls have a higher CPM (cost per mille) compared to other ad formats.
• Creative demand: producing effective Pre-Roll ads requires high creativity and often involves professionals.
• Bounce rate: misleading Pre-Rolls can increase bounce rates if viewers feel tricked.

Let’s circle back to intrusiveness, it should be noted that some studies indicate that people are accustomed to seeing Pre-Rolls, which is why they also perceive them as 3.5 times less intrusive.

That’s why it’s so important to always conduct A/B testing and start off with RON settings. Join TwinRed today, and we’ll share more insights with you, answer all the questions you have, and provide only the most fitting traffic sources for your needs.

To optimize Pre-Roll ads, it’s crucial to convey the product’s message succinctly and clearly. Remember to keep your ads under 4 MB in order to meet Google’s heavy ad criteria, so as to assure they load quickly and seamlessly. Pre-Rolls require a higher level of creativity in order to be successful, and so the expertise of ad designers may be required.

Sliders: balancing engagement and respect

Slider ads, also known as overlay ads, appear as small, dynamic ads that slide in from the bottom or side of the screen. Unlike Push notifications, Sliders contain video ads, which are muted by default. The user decides whether to interact with one and when, which includes unmuting and expanding.

Pros of Slider ads:

• Less intrusive: Sliders are more subtle and less disruptive to the user experience.
• Cost-effective: they generally have a lower CPM than Pre-Rolls.
• Flexibility: Sliders can be placed in various locations on a webpage and resized to fit different formats.
• User control: viewers can choose to interact with the ad or dismiss it, which can lead to more voluntary and genuine engagement.

Cons of Slider ads:

• Lower engagement: they might be easily ignored if not designed compellingly.
• Design dependence: success heavily relies on the attractiveness and relevance of the ad’s design.
• Potential overlook: smaller size and muted nature can lead to lower immediate visibility compared to Pre-Rolls.
• Variable CR: while cheaper, they may not convert as effectively as Pre-Rolls, depending on the campaign.

While the lower CPM of Sliders is attractive, the conversion rates might not match those of Pre-Rolls. To maximize effectiveness, it’s essential to run A/B tests, experimenting with different designs and messaging strategies.

Comparison and recommendations

Neither ad format is superior, so as long as their effectiveness correlates with your campaign goals. And that’s why you need to understand what your campaign is about.

When to use Pre-Rolls:

• Brand awareness campaigns: when the goal is to leave a strong impression and keep the users thinking about your product.
• High-impact messaging: when you need to convey a powerful message in a short time.
• Targeted advertising: for campaigns aimed at specific demographics or interests.

When to use Sliders:

• Cost-effective campaigns: when budget constraints are a concern, and you need a lower CPM.
• Subtle advertising: when you want to avoid disrupting the user experience significantly.
• Engagement over time: for campaigns where ongoing engagement and user control are priorities, such as promoting a new feature or product.

The choice between Pre-Rolls and Sliders depends on the campaign objectives. Pre-Rolls are better for creating immediate and high-impact impressions, when the users are patient enough to wait for 5 seconds.

Sliders are preferable for less intrusive, cost-effective advertising, particularly where user experience and engagement over time are important.

Best practices

Ultimately, the best approach may involve a combination of both formats, tailoring to specific goals and audience behaviors, and supported by thorough A/B testing to optimize performance. Frequency capping is crucial for both formats to avoid ad fatigue and user blindness. Striking the right balance between the two will ensure maximum views while not overwhelming and annoying the audience.

Incorporating various language targeting settings in your A/B tests can also significantly enhance ad performance. Remember, it is also good to know your GEO first; use Country Comparison as a way to get acquainted with the local culture. When making a video ad, think as if you have only 3–5 seconds before the skipping button appears. No user will wait patiently until the UTP finally appears in the end — you gotta grab the attention from the get-go.

Remember, whether your campaign is video-based or not, we’re ready to assist in optimizing your strategies. Reach out for expert guidance and make the most of your advertising efforts.