Preroll: the truth about preroll advertising on Youtube! Pre-roll script: how to create an effective promotional video Pre-roll

March 28, 2017

Buy and order pre-roll (Pre-roll)

NOTES
Channels on the topic of business, earnings, reviews, etc. are accepted.
Not allowed channels: children's, culinary and vlogs
We can refuse without giving reasons
Advertising remains for the duration of the channel

What is Pre-roll?
If you explain in simple terms, then this is an advertisement, for example, of some site, store, channel, event (and anything) at the beginning of a YouTube video. It usually takes 10 to 15 seconds, no less and no more.

Actually this is the most best variety advertising today. It gives you direct viewers from one channel or another. Approximate statistics of clicks on your link (to your site) - 20% of viewers of the video where your pre-roll was placed.

This is a fairly large number, and therefore this species advertising is very popular. The big plus is that visitors and potential customers from one placed pre-roll will be permanent, because the video is not deleted and it also appears in search query. So investing in this type of advertising is a great investment that will pay off for years to come.

Why is Preroll so effective?
Everything is very simple, people do not just go to one or another channel, but in order to get what they want, for example, find out the news, find out how it's done, look at their favorite video blogger, learn something. After all, YouTube is a huge network where people want to for some purpose and to find something. And of course, they will watch the beginning of the video for these 15 seconds, and as we know, if the ad is intriguing and necessary for us, we will go through it.

When a video with your Pre-roll comes out, it gains the peak of views and transitions to you, then within 2-3 weeks the number decreases significantly, and then becomes a small but stable source of your traffic and possible sales or customers (depending on what you offer).

Here are some examples:
1. I will take as an example my channel on the topic of Business on the Internet, with 10,000 subscribers on the channel, 2000 people will watch the video on the first day, in a month, maybe from 200 to 2000 people will watch it a day.
2. Children's channel Miss Katya - more than 2,000,000 subscribers, the new video will be watched more than 6,000,000 times on the first day, and then in a month the video will have 30,000 views per day.

What this says depends on the topic of the channel and the ads you want to offer. You should not order a pre-roll on a business channel if you advertise diapers, you should not order an ad on a business channel if you offer frying pans. Order Pre-roll on your topic, or approximately.

For example, if my channel has 100,000 subscribers, then it will have equal importance with a children's channel that has 2,000,000 subscribers. It’s very easy to get viewers for a children’s channel, but it’s very difficult for a business channel. The children's channel is watched by children, but about the business of uncles with money. Remember friends all these nuances.

The more popular the channel, the more expensive advertising on it. The effect will be faster.

Advertising in video blogs is ordered by many companies. So, Samsung staged a battle of bloggers in Asia, Unilever made Katya Clapp and Max +100500 Ax ambassadors, and L’Oreal organized testing of its products among popular beauty bloggers.

The effectiveness of the official Samsung channel and video bloggers ()

When cooperating with novice video bloggers, an advertiser may encounter their reluctance to write a script and shoot a commercial for a customer. They charge cheaply for publishing ads, but they are not ready to pay attention to filming advertising product. Advertisers have to make their own embed videos.

If the budget allows, it is better to entrust writing the script and filming to an agency. If there is less money than we would like, we will have to cope on our own.

Features of creating an advertising video

The concentration of human attention was reduced to 8 seconds and became less than aquarium fish, in which this indicator is even slightly higher - about 9 seconds.

In advertising, the conditions are even more stringent: it is believed that you need to attract the attention of a potential client in 5 seconds. If not, he will go to competitors. Therefore, it is so important to create a quality product that you want to watch to the end.

You have only 5 seconds to convince a person to watch the entire commercial.

We have already talked about the technical intricacies of shooting an interesting promotional video. And now let's talk about something else - how to write such a script for a video so that it can be shortened without compromising the meaning.

How the script is created

Decide why the video is being shot, what task it faces. The very first seconds of the commercial should be aimed at solving it. And most importantly, they must grab the attention of the audience. Ideally, if they are built around the problem of your target audience and the solution you offer.

A person must clearly see that his problem is solved with the help of your product or service.

If the viewer is interested, he will continue to watch the video. Here it is already worth talking about the features of the product, its uniqueness and dissimilarity to a dozen analogues.

Google has two placement options:

Ads appear at the beginning, middle, or end of a YouTube video, and the "Skip" button appears after 5 seconds
15-30 second commercials that are shown on the Display Network. You can't miss them.

VKontakte, on the other hand, allows you to add short videos to already published video content. commercials for 15-20 seconds. Some time after the start of the ad, a button appears to skip the ad. If the video is interesting, the viewer clicks on it to watch it in its entirety.

What should be the preroll script? When writing a script, it is important to compose the video in such a way that it is suitable for both a 30-second pre-roll to a blogger's video and advertising through Google AdWords, where there is only 5 seconds to interest the viewer.

There is a popular formula for creating a 30-second video:

Say it (first 5 seconds)
Explain it (20 seconds)
Repeat it (final 5 seconds)

The principle of ring composition helps to "fix" the information in the viewer's head. The better the information is remembered, the more likely it is that the viewer will make the right decision for the advertiser.

The formula also works on longer videos. Therefore, we recommend that you use it when creating a script. That is, at the beginning, report the problem and the existing solution. Then show how the problem is solved. And in the end - repeat what was said.

This is also beneficial in that it will be possible to turn a full-fledged video with an exciting beginning into a mini-roll by simply using the first five seconds. You won't have to shoot another video, which means saving time and money.

The first 5 seconds are catchy phrases, relevant questions for the target audience, provocation.
Next 5 seconds - intro, video/brand name, slogan.
The next 15 seconds is a story about how your product solves the viewer's problem. Persuasive arguments, sometimes a call to action is used.
Final 5 seconds. Repetition of the main idea of the video, demonstration of the product/link.

Another important point regarding commercials for vloggers and YouTube channels. The script should be written with the expectation of persuasion, not the imposition of a product. That is, the resulting video should convince the viewer of something, and not sell him a specific product.

Imposition is enough in traditional advertising. For video bloggers, the information is presented more gently, organically intertwined with the topic of the video. They infect their audience with a desire to buy a product or perform some kind of action, rather than requiring them to do so. Roughly speaking, the phrase “look at what a cool thing I have” will work better than “everyone buys product X.”

What can be a video for pre-roll

Let's say you already have a video, and the blogger agrees to post it. But for another site, a pre-roll was needed. What to do in this situation?

There are several options here. You can make a successful cutting of frames from the finished video with a new voice acting. It will be interesting and inexpensive.

You can simply use the first 30 seconds of the finished video as a pre-roll. If the advertisement was shot in accordance with all the rules, then even if it is cut to 5 seconds, it will be possible to preserve the essence of the advertising message.

There is also a third option. Some important question is asked in the pre-roll, and the answer is promised at the end of the video. If raised important topic, the viewer will view all the advertising material.

But you can do something fundamentally different. Screenwriters are happy to use a technique called "twist": an unexpected plot twist. The illogicality, suddenness, strangeness of the actions of one of the characters "cling" the viewer, making him want to watch the video to the end in order to understand what is happening and how it will all end.

For example, the American Insurance Company Geico. Her commercials ended just as the "Skip" button appeared. And the viewer had to choose - to watch an interesting promotional video to the end, or still press the button. One of the pre-rolls most remembered by the audience showed a family that was sitting decorously at the dinner table, and at the fifth second, a dog jumped on the table, starting to eat the cooked dinner.

Another good example was given to us by the Opel auto concern. While advertising their new SUV, they decided to use the viewers' increased attention to the "Skip" button for their own purposes. In pre-rolls, the car interacted with the button - drove around it, crashed, etc. It was funny and unusual. And the audience watched the entire video in its entirety.

Thus, when writing a script, you need to remember that the purpose of the entire video, as well as the pre-roll, is to infect the audience with emotions, to be remembered by it. The above examples show that this is quite possible.

If there are not enough ideas, you can watch top video blogs. Many bloggers have successful examples pre-rolls and full promotional videos. This is a good source of inspiration. So feel free to use someone else's experience to your advantage.

Where to place the finished video

Choose an advertising channel that is targeted at your audience. VKontakte, AdWords, Facebook - there are enough options. We also recommend that you actively use the possibilities of video bloggers by publishing ads through the Webartex service. Here you can quickly find a channel with the target audience you need, and for little money show potential clients useful information for them.

Preroll - the truth that will disappoint many! Greetings to all readers of the blog "From words to deeds!" Today we continue the topic of advertising channels on Youtube and everything connected with it. I was finally convinced that the prices for pre-rolls from our popular video bloggers are very high and in most cases, you will not get the promised (desired) result for your money. This, of course, does not mean that pre-rolls do not work, but you need to buy them correctly. But let's talk about everything in order ...

Preroll(Pre-roll) — what is a preroll? A pre-roll is an advertising video that is loaded at the beginning of the video (usually it is a short video of 10-20 seconds of an advertising nature). There is also the concept "Postroll" (Post-roll)- this is the same but the video is inserted at the end of the main video material. Post-rolls are slightly cheaper than pre-rolls, because according to statistics, not all users watch the video to the end (about one in three).

With terminology, I think we figured it out a bit (what if someone doesn’t know). Now let's go further. The problem is that subscribers of popular video bloggers are already so accustomed to advertising at the beginning of the video that they don’t even perceive it! Just scroll through these 15 - 20 seconds. and that's it... Very weak conversion rate! This is partly due to the fact that advertising, in fact, goes to the same channel of a similar theme, but not as popular, not as promoted and not as active as on the channel on which a person sees advertising!

And activity is very important! In this case, the herd instinct works, if everyone is there, then I am there, and if there is no one there, then I don’t need to go there either! I even observed situations on popular channels when there is a group of people (almost all popular video bloggers have these groups of channel fans) who are not as interested in the content itself as hanging out on the channel. They "compete" among themselves who will be the first commentator (that is, he sits on the channel page and waits for updates, knowing the release time of the video). They communicate in the comments among themselves and why they need a new unfamiliar party! Such people completely skip the pre-roll past their attention in most cases without even looking at it!

Now about the topics of channels for ordering a pre-roll! Almost all gurus advise advertising on channels with similar topics! Miss again!!! I think that this is not entirely correct! We remember: a popular channel, our own party, frenzied activity, etc.! Viewers are already subscribed to this channel! I think that it is necessary to select channels for advertising where there is not a big but difference in the advertised content! Not coordinate, but not big! It is clear that if subscribers on the channel regularly watch, for example, videos on topics such as "cheap cars from Europe", and you send them advertisements like "how to care for indoor plants" - this is an immediate failure. Advertising should be in context, but not like a blueprint with a similar channel! I think I explained clearly.

So just buying a pre-roll to start a YouTube channel is not enough, my friends! I will say even more - you can buy a dozen pre-rolls and not get a result! Since the "chip" of the channel and its content are much more important! If there is a chip + cool content, then it will be enough for you to start a very small push 2-3 pre-rolls on popular channels and the YouTube audience already knows about you. If the content is so-so, above the average for YouTube, then more pre-rolls are needed, people will subscribe but weakly, sluggishly ... Well, if the content is frank ... .., I think everything is clear here, I won’t even write.

So whether to buy or not pre-roll - everyone decides for himself. I bought one pre-roll from one popular channel and that video got 400,000 views on the author's channel. 100+ people subscribed to mine. Just some 100 people! This is a very small percentage. The videos on my channel are no worse, and the editing is even better, but in fact there are only 100 subscribers. Here are the pies.

I began to analyze the situation, and as it turned out, people just stupidly skip the pre-roll and don’t watch it at all !!! On this channel, where I ordered a pre-roll, videos are released every day (we must pay tribute to the author’s ability to work) and his viewers are so used to the fact that from 5 to 20 seconds there is a pre-roll (an advertisement for another channel) that they reflexively turn on the video from 20+ seconds. This is clearly visible in the analytics. By the way, the author is well done (he answered all the questions correctly, provided all the statistics), but it’s understandable - it’s his money! But I got a very weak exhaust from the preroll!

Looking at this situation, I think that ordering a pre-roll on mega popular channels is a waste of money! The viewer stupidly scrolls and does not look. Now I want to try to order a couple of post-rolls and see what and how.

This post was written by me a long time ago, but unfortunately it got lost in the drafts of the blog and was not published right away! So I am making up for this jamb and publishing a post about pre-rolls. Well, the next post about the order contextual advertising in AdWords and its results. So who is in the subject - subscribe (subscription form below) so as not to miss my new posts, we will test together!

Advertising on YouTube helps many businessmen to attract customers and promote their projects.

Vloggers willingly agree to add a small promotional video at the beginning or end of their video for a fee. Everyone has different rates, as well as the number of views, so you need to choose the offers wisely.

Preroll on YouTube where to buy and how much? It is possible to agree on the placement of advertising in the video with almost everyone.

The income of video bloggers largely depends on the number of direct advertisers, so you only occasionally get negative answers. It is not difficult to contact the authors of the channels, their contacts are always indicated.

To buy a pre-roll, you first need to establish a connection with the author of the channel. There will be no problems with this, write in a personal on YouTube or use links to other social networks:

Prices for pre-rolls are different for everyone, you need to request them and it is advisable to immediately keep your own statistics. Create a regular table in Excel and record data on average views, cost of advertising and calculate the coefficient:

Now let's deal with the recorded data. For convenience, we insert the name of the channel, here you can also add contact information (for example, a link to the VK profile).

Views should be calculated on average. Take the last 20 videos, add up their views and then divide by 20. The cost is voiced by the video blogger. The coefficient is calculated like this - views/price. We divide the views by the cost of the pre-roll and get a certain value.

The scheme is not perfect, but many professionals use it to determine the most profitable offers.

The higher the ratio the more profitable it is to order advertising on the channel. If the channels are entertaining, then it is better to choose them with a coefficient of 20 or more. If these are some business channels or video blogs on the topic of finance, an indicator of 5 is enough.

It is very important to choose channels of a certain subject for your list. Consider target audience, a high coefficient helps to choose sites, but you should not check all the channels in a row. Now this topic is quite popular, creating databases is not difficult, and on the Internet they cost money.

Expensive, cheap, beautiful pre-rolls on YouTube, none of that matters. The cost can vary greatly, but after calculations it turns out that the offer is not so profitable. In general, it is desirable to pay attention to other parameters.

For example, the type of videos or the type of show. For many video bloggers, some videos get millions of views, while others do not even reach 100,000.

Buying a preroll is easy, as well as finding thematic channels and contacting their owners. However, high costs and the popularity of the channel do not always play a role. important role. Sometimes it's more profitable to pay 10 obscure vloggers to get better results.

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