What is a preroll and how to create one

A preroll (pre-roll) is a video ad that plays automatically before the main video. Prerolls typically last up to 30 seconds, and after a certain amount of time, users get the option to skip the rest of the promo video.

A preroll (pre-roll) is a short video ad designed to grab the audience's attention and drive them to take a target action. It’s one of several In-stream ad formats, alongside mid-roll (ads in the middle of a video), post-roll (ads after a video), and pause-roll (ads shown when a video is paused). Unlike these other formats, a preroll always plays before the main video.

The format and creative approach of a preroll can vary: some clips showcase a product through visuals and text, others lean on music and voiceover to capture attention, and still others use storytelling to demonstrate the benefits of products and services. The advertiser chooses the right format and creative direction based on their business goals and capabilities.

Key features of prerolls include:

Prerolls help boost views and conversions because this type of ad is difficult to block with ad blockers.

In most cases, the primary goal of video advertising is to drive sales. The format is also commonly used in reach-focused campaigns to:

• introduce as many potential customers to the brand as possible,
• capture the attention of an existing audience,
• provide more detail on the benefits of products and services,
• increase brand awareness and customer loyalty.

To achieve these goals, brands launch ad campaigns and often use catchy slogans or feature media personalities in them. This helps boost audience engagement and build the associations the brand aims for.

There are three preroll formats:

• Skippable — a video lasting 15 to 30 seconds that users can close by clicking the appropriate button 5–7 seconds after the ad starts.
• Unskippable — a preroll up to 30 seconds long that can only be closed once it finishes playing.
• Bumper — a short video around 6 seconds in length that can only be closed once it finishes playing.

Unskippable videos and bumper ads deliver full view-throughs of your ad, which means a better chance of stronger brand recall and more effective delivery of your key message. 

In VK Ads, you can promote videos that meet the following requirements:

We recommend keeping any essential information out of the bottom 10% of the video, as it may be obscured by player interface elements. Your ad must not mislead viewers, imitate platform UI elements, or contain media files with distorted aspect ratios or other visual distortions. Low-quality video content and footage with a high level of compression will also fail moderation.

Here are recommendations for creating a video that helps you hit your business goals:

• Think over the first few seconds. Even if users skip the ad, they're guaranteed to watch the first 5–6 seconds. Your job as an advertiser is to get your key message across as fully as possible within that window.
• Build associations. Use imagery and themes your audience already knows and relates to. For instance, you could use references to a popular movie or meme.
• Use CTA. Create a clear call to action in your ad: sign up, learn more, get a bonus, and so on.
• Keep it tight. The maximum length of a preroll is 30 seconds, but most users likely won't watch it all the way through. That's why we recommend fitting your business offer and other key information into 10–15 seconds.
• Show the use case. For example, demonstrate how people use your product or show the process behind your service.
• Add subtitles. Many viewers mute ads — text on screen helps them grasp the message even without sound.
• Use targeting. Show your ad to people most likely to be interested in it. For example, set up targeting by geography, socio-demographic characteristics, or interests.
• Analyze performance. Keep an eye on how your videos are performing and scale the ones that deliver the best results.

We recommend introducing your offer to viewers step by step: first, name the product or service, then highlight the problem it solves, and finally, add a call to action — visit the website, find out more, try a demo, etc.

In-stream is a brand awareness ad format that helps to boost brand recognition and content reach. It operates on a cost-per-mille (CPM) or cost-per-view (CPV) pricing model.

To analyze how your In-stream campaign in VK Ads is performing, focus on reach metrics. Head to your VK Ads account and select the relevant ad campaign. In the "Statistics" section, you'll find a table with your campaign results. You can customize which metrics are displayed by clicking "Settings" → "Customize Columns". This gives you access to reach-related data, allowing you to draw conclusions about your campaign's effectiveness.

• A preroll (pre-roll) is a video ad that plays before the main video.
• Prerolls are typically short videos with memorable visuals and music that help capture the audience's attention and increase brand awareness.
• There are three preroll formats: skippable, unskippable, and bumper ads. Unskippable videos and bumper ads are more expensive formats compared to skippable ones. However, they help to get full view-throughs, which means a better chance of stronger brand recall and more effective delivery of your key message.
• To launch an effective preroll campaign in VK Ads, make sure to meet the platform's technical requirements and follow our recommendations.