• by Josh Lovison , June 28, 2007

Alan Schulman made a great point relating to pre-roll ads, commenting that the ideal for the new medium is multiple assets at different time lengths.

This makes a lot of sense. Advertisers already feel restrained with :30. The video the pre-roll is tacked on to is sometimes as short as 1:00. Having half the content time taken up by an ad is not good for the audience.

So why not have a 10 second "trailer" for a longer, let's say 2-minute ad. The creative can be more complex and engaging, and the pre-roll takes up less time, and is structured more as a "hook" by teasing content in addition to just product.