If you’re embarking on online video and are thinking about including pre-roll ads, you might want to think again. Pre-roll ads are the the 15-30 second ad spots that appear before the online video starts rolling–like a TV commercial before a show begins. According to Steve Weitzner, CEO of CMP Technology, a B2B media company, the pre-roll ads his company tested didn’t work.

And according to a recent Harris Poll nearly three quarters of YouTube’s frequent users said they would visit the site less if it started including pre-roll ads on videos.

So what does this mean for integrated marketing communications?

I would tread lightly here… consider a post-roll ad instead. People usually don’t mind listening to a relevant or complementary ad once they’ve had a chance to view the video first.

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