What is Pre-Roll?
A pre-roll ad plays at the very beginning of a podcast episode, before any content. Typically 15-30 seconds, pre-rolls are often used for quick brand mentions, show sponsors, or calls-to-action that benefit from guaranteed listener attention.
Pre-Roll Characteristics
| Attribute | Typical Value |
|---|---|
| Duration | 15-30 seconds |
| Position | Before intro/content |
| Listener attention | Highest |
| Skip rate | Lowest |
| CPM rate | Mid-range ($15-25) |
Pre-Roll Ad Structure
[Episode starts]
├── Pre-roll (15-30s)
│ "This episode is brought to you by..."
├── Show intro/music
├── Episode content
├── [Mid-roll position]
├── More content
└── Outro
Pre-Roll vs Other Positions
| Position | Attention | Skip Risk | CPM | Best For |
|---|---|---|---|---|
| Pre-roll | High | Low | Mid | Brand awareness |
| Mid-roll | Highest | Medium | Highest | Detailed pitches |
| Post-roll | Low | High | Lowest | Persistent CTAs |
Pre-Roll Best Practices
Effective pre-rolls:
- Keep it brief (15-30 seconds max)
- Clear sponsor mention
- Simple call-to-action
- Segue smoothly into content
Common formats:
- "Brought to you by [Sponsor]"
- Brief product mention with URL
- Promo code announcement
- Sponsor acknowledgment only
Pre-Roll Placement Considerations
| Approach | Pros | Cons |
|---|---|---|
| Before intro | Maximum reach | May feel jarring |
| After intro | Better flow | Slightly fewer impressions |
| Cold open → pre-roll | Hooks first, then ad | More complex editing |
Why It Matters
Pre-rolls capture listeners at their most attentive moment—before they've started doing other things while listening. Every subscriber who starts the episode hears the pre-roll.
Why pre-roll placement matters:
-
Guaranteed impressions: Anyone who presses play hears the ad, even if they skip later.
-
Full attention: Listeners haven't yet settled into passive listening mode.
-
Clean measurement: Easy to verify—if the episode started, the pre-roll played.
-
Sponsor visibility: Being "first" has psychological value for brand awareness.
Pre-roll economics:
| Factor | Impact on Value |
|---|---|
| High completion | More reliable impressions |
| Shorter duration | Less time to sell (lower CPM than mid-roll) |
| Brand awareness focus | Different from direct response |
| Predictable delivery | Easier to guarantee |
When to use pre-rolls:
| Scenario | Pre-Roll Fits? |
|---|---|
| Brand awareness campaign | ✓ Excellent |
| Quick promo code delivery | ✓ Good |
| Detailed product explanation | ✗ Use mid-roll |
| Call-to-action requiring thought | ✗ Use mid-roll |
The attention economy: Pre-roll captures the "I'm about to listen to my favorite podcast" moment. Listeners are engaged but haven't yet started multitasking. That focused attention is valuable, even briefly.