Post-roll ads
Post-roll ads are video advertisements that play after the viewer’s selected content has finished, appearing at the end of videos on platforms like YouTube, streaming services, and other digital video content.
Video content has taken center stage, capturing hearts (and clicks) everywhere. Statista reckons global digital video ad spending will grow by a hefty 6.04% a year between 2024 and 2028, by which point the market is expected to be worth a massive $241.9 billion.
What’s fueling this surge? Mobile platforms. They’re expected to dominate, projected to account for a whopping 84% of ad dollars by 2030.
Among the many tools in a marketer’s video arsenal, post-roll ads — those short, targeted spots that play after a video ends — are gaining traction. As attention spans shrink and competition for user engagement intensifies, mastering this ad format could redefine your marketing strategy.
What are post-roll ads?
Post-roll ads are a type of in-stream video ad that plays at the end of a video’s main content. Unlike pre-roll ads (shown before the video) or mid-roll ads (displayed during the video), post-roll ads are placed to engage viewers after they’ve consumed the primary content they came for. This strategic timing ensures you’re engaging an audience that’s already invested and primed to listen.
These ads are designed to stick, encouraging users to take specific actions, such as downloading an app, exploring a website, or making a purchase. They typically last between 15 and 60 seconds and can include a mix of dynamic visuals, interactive elements, or direct call-to-action buttons.
Post-roll ads are visually represented on video timelines as segments at the very end. For instance, in the timeline slider below, the yellow segment at the end highlights the placement of a post-roll ad:
For mobile app marketers, post-roll ads are a goldmine of opportunity.
By showing up when viewers are already engaged, you can reach them with a well-timed message that encourages app installs or re-engagement. This placement naturally aligns with the user’s journey — leaving your app as the final takeaway from their experience. Bonus: That strategic timing can do wonders for conversion rates and brand recall.
Pro Tip: Use post-roll ads to deliver tailored, compelling messages that feel more like a helpful suggestion than a sales pitch. Your audience (and your metrics) will thank you.
What are the benefits of post roll ads?
1 — Hooks user attention
Viewers who make it to the end of a video are typically more engaged and receptive to additional content. This “captive audience” dynamic gives post-roll ads an advantage, ensuring your message is delivered to an audience that’s already invested in the content they’ve consumed. For app marketers, this translates to better ad performance and higher conversion potential.
2 — High(er) completion rate
Since post-roll ads play after the main video content has concluded, the audience has already committed to watching the video in full. This natural progression leads to a higher completion rate for post-roll ads compared to pre-roll or mid-roll ads. For app marketers, this means more viewers are exposed to your whole message, increasing the chances of driving action, such as an app download or sign-up.
3 — Increased brand awareness
Post-roll ads provide an opportunity to leave a lasting impression. As the final element viewers see, your ad is likely to stick in their minds. For mobile app marketers aiming to enhance brand recall and recognition, post-roll ads can be a powerful tool. With consistent messaging and engaging visuals, you can boost brand awareness effectively.
4 — Good for content promotion
If you’re promoting app features, tutorials, or user-generated content, post-roll ads are a natural fit. They allow you to showcase value-added content that complements the video viewers just watched. For example, you can use this space to promote an app demo, encourage users to explore new features, or highlight customer testimonials.
5 — Builds user engagement
Post-roll ads are an excellent way to encourage specific actions, such as downloading your app, visiting your website, or following your social media channels. By incorporating clear and compelling call-to-action (CTA) buttons, you can guide users to engage further with your brand or app.
6 — Non-intrusive to user experience
Unlike pre-roll ads, which delay the viewing experience, or mid-roll ads, which cut into the content, post-roll ads wait until the video has finished. This makes them non-intrusive and more palatable for viewers. For mobile app marketers, this means users are less likely to feel annoyed by your ad and more likely to engage positively with your message.
7 — Customizable and action-oriented
Post-roll ads are highly versatile. Whether you want to showcase a quick product tour, invite viewers to participate in a giveaway, or display a promotional offer, this format allows for creative freedom. Tailored messaging and interactive elements like clickable links can further boost engagement and drive conversions.
How do post-roll ads compare to other in-stream ads?
When creating a mobile app marketing strategy, you need to understand how post-roll ads stack up against other in-stream formats — pre-roll ads and mid-roll ads.
Here’s how they compare:
Pre-roll vs. post-roll ads
| Aspect | Pre-Roll Ads | Post-Roll Ads |
| Timing | Played before the main content starts. | Played after the main content concludes. |
| Audience attention | Faces the challenge of viewer impatience; some users may skip or abandon videos to avoid ads. | Engages a more patient audience who has already completed the video, ensuring uninterrupted attention. |
| Engagement objective | Effective for immediate awareness campaigns but less effective for driving actions due to ad skipping. | Ideal for call-to-action campaigns, like app installs, as the message is the final takeaway. |
| Intrusiveness | Can feel disruptive, as it delays access to the video content. | Non-intrusive; appears as a natural conclusion to the video experience. |
| Best use case | Brand introductions or awareness-building campaigns targeting broad audiences. | Retargeting campaigns, app demos, or tailored messages to encourage app downloads or sign-ups. |
Mid-roll vs. post-roll ads
| Aspect | Pre-Roll Ads | Post-Roll Ads |
| Timing | Played during the video, often at a natural pause or break. | Played after the main content ends. |
| Audience engagement | High, because viewers are already engaged with the content, but risks interrupting flow and causing drop-offs. | High, but benefits from a more relaxed viewer mindset, as the content has concluded. |
| Intrusiveness | Interrupts the video, which can frustrate viewers, especially in short-form content. | Seamless and non-intrusive, respecting the viewer’s attention span. |
| Conversion potential | May succeed if well-placed, but the interruptive nature may be less effective for complex CTAs. | Highly effective for direct CTAs like app downloads, as viewers are more likely to focus on the ad message after consuming content. |
| Best use case | Suitable for long-form, serialized, or episodic content where viewers expect breaks. | Works well in both short and long-form content where leaving a final impression is key. |
Why post-roll ads often win
While pre-roll and mid-roll ads have their place, post-roll ads stand out by delivering targeted, action-oriented messages at the end of the user’s engagement. This format is particularly useful for mobile app marketers focused on driving installs or re-engagement campaigns, as it respects the user experience while prompting meaningful interactions.
What are the downsides of post-roll ads?
1 — Lower viewer rate
How often do you actually wait for the credits to roll, especially when there’s a shiny “Skip” button or another video lined up in your feed? So, it’s possible fewer people might see post-roll ads compared to the ever-popular pre-roll or mid-roll spots. For advertisers, that translates to a smaller audience, which can feel like shouting into the void if your goal is to get broad visibility.
2 — ROI that’s harder to justify
With fewer viewers, the math gets tricky. If your post-roll ad isn’t reaching enough people, it might not deliver the ROI you’re looking for, especially if you’re paying based on views or actions. This reduced reach can feel like a roadblock unless you’re running post-roll ads as part of a bigger, multi-format plan.
3 — Potential disengagement
In theory, the post-roll audience is still engaged and receptive. In reality, though, viewers might be ready for a break and starting to mentally switch off. So if you want to ignite urgency for your mobile app, your post-roll ads need to land with a punch or inspire immediate action. Think killer hooks and some eye-catching visuals.
4 — Tough competition for prime spots
In the bidding wars of ad placements, post-roll ads tend to get the leftovers. Advertisers often go all-in for the prime pre-roll and mid-roll slots, leaving post-rolls to play backup. Unless you’re also investing in more visible formats, this second-string placement can feel limiting.
Best practices for post-roll ads
1 — Keep it short (but strategic)
While brevity is crucial, post-roll ads should also respect the viewer’s journey. Instead of cramming everything into 15 seconds, focus on one clear objective. For example, if you’re advertising a gaming app, highlight the coolest feature with a catchy line like, “Level up your free time — download now!” You can also test different lengths (like 15 vs. 30 seconds) to see what clicks with your audience. Shorter isn’t always better — find the sweet spot!
2 — Make them clickable
Post-roll ads are a prime opportunity to drive click-through actions, so make it easy for viewers to take the next step. Incorporate an interactive CTA button that ties into your ad. For example, if your video shows a cooking app in action, end with, “Love this recipe? Get 500 more — download the app now!” Keep your clickable elements thumb-friendly by placing them where they’re easy to tap, even on small screens.
3 — Think outside the box
Post-roll ads often suffer from a “last-place” perception, so creativity is key. Instead of a traditional sales pitch, think of interactive ad experiences or gamified elements. For instance:
- Interactive elements: Include a mini demo of your app or gamified content to engage viewers.
- Personalization: Tailor the ad to match the video they just watched. For instance, after a travel vlog, show a CTA like, “Your next adventure starts here!”
And don’t forget: Data is your friend. If you know what your audience loves, use it to make your ad feel like it was made just for them.
4 — Stick to ad standards
No one likes a glitchy or misleading ad, so keep things polished and professional.
- Optimize for mobile: Small file sizes and mobile-friendly formats are your best friends to avoid buffering disasters. Check out our Mobile Ads Anatomy guide for more info.
- Test everywhere: Make sure your ad looks good on all devices, from the tiniest smartphone to the biggest tablet.
- Stay compliant: Misleading CTAs or vague messaging? Big no-no. Not only can these errors annoy users, but they can also get you penalized.
5 — Make them emotive
Emotions sell — yes, even in a 15-second post-roll ad. Use relatable moments to connect with your audience. For instance, if you’re promoting a fitness app, show someone feeling accomplished after a workout with a tagline like, “You’ve got this!”
Another effective tactic is adding a sense of urgency with emotion-driven phrases like, “Limited spots available. Don’t miss out!” Bonus points if you tie your ad’s story to the video they just watched — it’ll feel like a natural extension instead of a commercial break.
Key takeaways
- Post-roll ads uniquely engage viewers after the main content, capturing their attention at a moment when they’re already invested. This positioning allows for impactful CTAs like app downloads or re-engagement campaigns.
- Unlike pre-roll and mid-roll ads, post-roll ads benefit from high completion rates since they appear after the content viewers came for, making them an effective tool for driving actions such as app installs or sign-ups.
- Post-roll ads seamlessly integrate into the viewing flow without disruption, offering a less intrusive and more engaging way to connect with users. However, they can suffer from a lower viewer rate than other ads as users may drop off early.
- By delivering clickable and emotive messages aligned with the preceding video content, post-roll ads allow you to enhance user engagement and increase conversions while leaving a lasting impression. Keep them brief, focused, and personalized for best results, remembering to test on all devices.
