What are pre-rolls, mid-rolls and post-rolls? We'll explain it to you!

Anyone who advertises on YouTube or Spotify cannot ignore the terms pre-roll, mid-roll and post-roll. But what's behind it?

In short: These are advertising formats that are placed in relation to the content.

• Pre-Rolls: The advertisements are played before the actual video or audio content.
• Mid-Rolls: The advertising interrupts the content in the middle.
• Post-Rolls: The advertising is played after the content ends.

These forms of advertising are part of what is known as Interruptive Advertising - they deliberately interrupt the content flow in order to generate maximum attention. But which variant is suitable for which goals? And how do the platforms differ?

Pre-Rolls: The classics with high visibility

Pre-roll ads appear immediately before the actual content. They are usually 6 to 30 seconds long and can be skippable or non-skippable. They are particularly common on YouTube – as well as audio ads on Spotify.

Ideal for: Branding, product launches, awareness campaigns

Mid-Rolls: Advertising in the middle of the content

Mid-roll ads are placed in the video or podcast after a certain amount of time. They appear like classic advertising breaks on TV. They are particularly popular with longer YouTube videos or Spotify podcasts.

Ideal for: Storytelling, more complex product messaging, conversion optimization

Post-Rolls: The Underrated Finishing Points

Post rolls run after the content and have the advantage that they are not perceived as an interruption. This makes them more subtle, but also more risky: many users jump straight to the next content.

Ideal for: retargeting, reminders, voucher campaigns

YouTube

• Pre-Roll: Skippable & Non-skippable
• Mid-Roll: from 8 minutes length of the video
• Post-roll: less commonly used, but possible

Spotify

• Pre-Roll: Audio ad before listening
• Mid-Roll: for longer podcasts
• Post-Roll: occasionally as outro advertising

Other platforms

• Podigee, Deezer & Co.: v. a. Mid-roll on podcasts
• Twitch: Pre-roll and mid-roll as video ads
• PlutoTV: classic mid-roll advertising breaks like on TV

Not every type of roll ad is equally suitable for every campaign goal - that's why it's worth using it in a targeted manner depending on the focus. If you primarily want to increase your brand awareness, pre-rolls are the best choice: They appear directly before the actual content and thus achieve maximum visibility. However, if the goal is to drive traffic to your site or encourage interactions with your brand, mid-rolls are ideal - they appear in the middle of the content and reach users at a moment of high attention. For performance-oriented goals such as sales or conversions, both mid- and post-rolls can be useful, as they address users in the active or final phase of content reception. And if you want to target users again - for example after a website visit - post rolls are ideal for efficient retargeting.

The pro tip: You often achieve the best results with a mix. Combine pre-, mid- and post-rolls in one campaign to reach your target group at multiple touchpoints along the customer journey.

Choosing the right roll ad format depends largely on the effect you want to achieve - because each format has specific advantages and disadvantages. Pre-rolls appear immediately before the actual video and therefore enjoy maximum visibility. They are ideal for reaching a broad target group and building brand awareness. The big advantage: Users have to notice the ad before they even get to the actual content - so attention is high at the beginning. But that's exactly what can be a disadvantage: Many users find pre-rolls annoying because they delay content consumption. This often leads to a high skip rate - especially if the entry is not immediately convincing or the spot lasts longer than five seconds. Mid-rolls are significantly rarer, but often more effective - provided they are placed wisely. This form of ad is displayed in the middle of the video, at a moment when the user's attention is already high. This ensures intensive involvement with the advertising message, especially in longer formats such as podcasts, interviews or vlogs. The clear advantage: users are in the flow and mostly focused. The catch: If the timing is bad, the advertising interrupts the flow of content - and that can quickly lead to frustration or even abandonment. Post-rolls, in turn, only appear after the actual content. They are more subtle because they do not interrupt the user while they are looking - which many find more pleasant. Post rolls can work well, especially with educational or emotionally charged content, without being disruptive. The disadvantage: They run at a time when many viewers are already dropping out. The completion rate is often low here, as is attention - especially if there is no clear call to action included. In short: pre-rolls are particularly suitable for quick, attention-grabbing messages, mid-rolls for deeper engagement goals, and post-rolls for low-key but consistent retargeting. The key is always how it is embedded in the user experience - the better you understand the timing, target group and content, the more effective the respective format will be.

Prices vary depending on platform, target group and format. Guide values:

• YouTube Pre-Roll (CPM): 6-20 euros
• YouTube Mid-Roll: similar, often a little more expensive for longer formats
• Spotify audio ads (pre-/mid-roll): from approx. 10 euros CPM
• Podcast Mid-Rolls (Host-read): up to 50€ CPM, depending on reach

Post-rolls are often cheaper, but also less performant. Budget tip: For small budgets, go for pre-rolls, for larger ones, go for mid-rolls with creative storytelling.

A look at current developments shows that the world of roll ads will remain anything but static in 2025 - on the contrary. New technologies and changing user behavior are creating exciting trends that open up completely new opportunities for advertisers.

A central keyword is Dynamic Ad Insertion. This technology is a game changer, especially for audio formats like Spotify or Podcasts. Instead of static commercials, ads are individually embedded into the content in real time - depending on the target group, location or listening behavior. The result: more relevant advertising for users and better performance for brands.

Another exciting trend is AI-generated voice ads. Artificial intelligence can be used to create realistic voices that can be used flexibly and scalably for a wide variety of campaigns. This allows brands to produce personalized, voice-based advertising on a large scale - without having to book a studio or hire speakers every time.

Shoppable Ads are also becoming increasingly important – both in video and audio contexts. In these formats, advertising becomes interactive: users can click directly on products during the spot or interact with the spot using voice control. This radically shortens the path from inspiration to purchase.

And last but not least, many advertisers rely on split testing between skippable and non-skippable ads. Instead of choosing one option, companies test both formats in parallel to find out which works better - depending on the target group, platform and advertising content. This creates a data-based optimization process that leads to better results in the long term.

In short: the future of roll ads is personalized, interactive and intelligent. If you want to advertise successfully in 2025, you should be prepared to use new technologies and continually question existing formats.

Roll ads are an essential part of modern video and audio advertising. Pre-rolls offer maximum visibility, mid-rolls impress with involvement and post-rolls are suitable for targeted retargeting. If you plan your campaign cleverly and coordinate the formats, you can achieve performance across all touchpoints.

Sounds exciting? We will help you find the ideal roll mix for your brand.

Our team of experts combines comprehensive market analyzes with modern technologies to identify the ideal podcasts for your target group. We use advanced algorithms and analysis tools to understand relevant trends and audience behavior. This is how we ensure that every campaign is tailored and effective.

We also attach great importance to transparency and traceability. With regular reports and analyzes you can track and optimize the performance of your campaigns in real time. Our goal is not only to enable you to achieve short-term success, but also to build long-term relationships with influencers who authentically represent your brand.

Rely on podcast ads and see your brand reach new heights. Let's develop creative concepts together that not only increase visibility, but also strengthen brand loyalty.

Get in touch here easily and without obligation, and we will develop a strategy that fits your brand and your goals perfectly. Ready for more? Let's make it happen!