Pre-roll is oftentimes scorned because of its perceived disruptive nature to consumers who are seeking specific video content. However, in a survey done by the Online Publishers Association, 62% of consumers said they were accepting of ads up to 30 seconds in length, with an additional 38% accepting of ads of longer lengths. The study also states that "Consumers are viewing video ads and are taking action, including checking out related links & Web sites as well as purchasing." With that being said, we should continue to monitor consumer reactions and acceptance levels as the industry continues to refine and develop video content on the Web. Already we have seen the unofficial standard for pre-roll move to 15 seconds, which demonstrates publishers are listening to consumers.
As we continue to see more advertisers add video to their campaigns, we should not discount pre-roll video as an ad unit. Much like the 468 banner that has given way to many larger and more creative formats, pre-roll will most likely evolve and be used differently moving forward. In the meantime, including pre-roll video in an integrated campaign is proving to be effective and worth the consideration.
It's not so far off that consumers will get credits for watching video ads online.
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