Pre-roll is quickly becoming a standard part of the media buy, and we did a study to explain why. While TV reach is still higher, the targeted pre-roll was more efficient than TV in driving sales.

June 2012

This study will help you understand more about the ROI of pre-roll ads in the media mix.

Key findings:

  • Although TV reach is higher, the YouTube pre-roll adds 10% incremental reach
  • The pre-roll campaign, particularly when combined with TV campaign viewing, has the strongest brand impact
  • The YouTube pre-roll campaign has a greater impact per contact than does the TV and is effective at lower frequencies
  • The targeted pre-roll is more efficient than the TV campaign in driving sales