Post roll ads are short video advertisements that appear after a viewer finishes watching their selected content. They play once the main video has ended, giving marketers a unique opportunity to deliver a message to an audience that has already shown commitment and interest.
Unlike pre roll ads that interrupt the start of a video or mid roll ads that break up the content, post roll ads respect the viewer’s journey. They arrive at the end, when the viewer’s attention is still present but not distracted, making them ideal for calls to action such as downloading an app, signing up, or exploring a product.
A post roll ad is a type of in stream video advertisement positioned at the conclusion of a video. Its placement is strategic. By appearing at the end of content, it speaks to viewers who have already invested time and are more open to what comes next.
These ads typically last between 15 and 60 seconds and can include dynamic visuals, interactive buttons, and clear call to actions. They are designed to convert attention into action, making them especially powerful for mobile app campaigns, brand engagement, and remarketing strategies.
Visually, on a video timeline, a post roll ad appears as a small highlighted segment at the very end of the video playback bar.
Video advertising is booming. Global spending on digital video ads continues to climb each year, and mobile platforms are leading that charge. With most viewers consuming content through their phones, post roll ads provide a natural, non intrusive way to connect right before a viewer moves on to the next piece of content.
For app marketers, this timing is golden. It positions your brand as the final takeaway from a viewer’s experience, often resulting in stronger recall and higher conversion potential.
1. Reaches an Engaged Audience
People who watch a video to the end are already interested in what they’ve seen. Post roll ads take advantage of this attention window, presenting a message when the viewer is most receptive.
2. Higher Completion Rates
Since post roll ads play after the main content, there’s no disruption. Viewers tend to let the ad play through naturally, giving your message a better chance of being seen in full.
3. Builds Brand Recall
As the last element a viewer encounters, post roll ads leave a strong final impression. This “recency effect” helps strengthen brand recognition over time.
4. Promotes Content or App Features
They can be used to show a quick demo, a feature update, or a testimonial that naturally complements what the viewer just watched.
5. Encourages User Action
Adding interactive elements or buttons makes it easy for viewers to take the next step — download, visit, sign up, or buy.
6. Respects the Viewer Experience
Because they don’t interrupt the content, post roll ads feel less intrusive and more organic to the viewing flow.
7. Flexible and Creative
Post roll formats work well for storytelling, contests, product launches, or even interactive mini experiences.
| Aspect | Pre Roll Ads | Mid Roll Ads | Post Roll Ads |
|---|---|---|---|
| Timing | Before main content | During content | After main content |
| Viewer mood | Impatient to start watching | Focused but interrupted | Relaxed and receptive |
| Intrusiveness | Can feel disruptive | Can cause drop offs | Feels natural and non intrusive |
| Best for | Awareness campaigns | Long form content | Conversions and re engagement |
| CTA strength | Moderate | Medium | High — best for installs or sign ups |
Lower View Rates
Some viewers exit right after the main content, so not everyone will see your post roll.
ROI Complexity
With smaller viewership, the cost per view can be higher unless paired with other ad formats.
Viewer Fatigue
Some users mentally check out once the video ends. The ad must be engaging enough to hold attention.
Competition for Placement
Prime pre roll and mid roll spots usually attract more advertisers, making post rolls less prioritized in bidding systems.
1. Keep It Focused
Avoid cluttered messaging. Stick to one goal — such as “Download now” or “Try free today.” Test lengths between 15 and 30 seconds to find what resonates.
2. Make It Clickable
Add a clear, visible call to action button. Ensure it’s mobile friendly and easy to tap.
3. Be Creative
Experiment with interactive elements, short stories, or personalization. Tailor your ad to complement the content the viewer just watched.
4. Optimize for Mobile
Use compressed video formats to ensure smooth playback. Always test on multiple devices.
5. Evoke Emotion
Even short ads can connect emotionally. Use humor, motivation, or curiosity to leave a lasting mark.
Between 15 and 30 seconds usually works best. It’s long enough to convey value but short enough to maintain attention.
They tend to perform better on mobile since most video consumption now happens on smartphones, where completion rates are higher.
It depends on the platform. Some services allow skipping, while others don’t. Non skippable formats tend to perform better for call to action goals.
Track completion rates, click through rates, and post view conversions such as app installs or sign ups.
Yes. They’re excellent for reminding already engaged viewers to take the next step, like reinstalling an app or revisiting your site.