Fixing the broken preroll – introducing the iRoll

We started this business a year ago because we didn’t believe in the preroll as an ad format for monetizing video. Today we have realised it’s not about the concept of showing an ad before the content, it’s a pretty good spot to place an ad at, the problem is in the execution.

Today we are proud to present our take on the pre- and midroll format by introducing the iRoll.

Kanal 5 is first out with campaigns from McDonalds, JC and HomeEntertainment. Try the format below where you’ll see a preroll on a Madonna video.

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The iRoll is not about changing everything, it’s about the details.

Why the standard preroll is inefficient and can be intrusive

1. You can’t do anything with it.
2. Once played, it disappears.
3. Many times perceived as too long.
4. Viewing the same preroll ad many times is intrusive.

Our take on the problem: the iRoll

1. It’s interactive: The ads are clickable, they can be interactive in many ways: slideshows, forms, games etc.
2. It’s present: If you don’t want to interact with the ad right away, it sticks around, even if not fully expanded.
3. It can be shorter: The format being two parts enables the first pushed out part to be really short. An interested user will actively click to receive more info.
4. It’s less intrusive: The user is never forced to view the same ad twice in one day. After the first impression the user is given an option to close the ad.

And most importantly the format doesn’t necessarily need special creatives, a video file is all that’s needed. So an advertiser running a preroll campaign across different sites can include sites with this format without any extra effort, this is solved with a default curtain.

The iRoll and the Overlay will live together as monetization tools offered by our ad server. The Companion banner which is the last piece of the puzzle will be supported within weeks.

We hope this format and concept will be copied and widely spread. All feedback is appreciated!