# 15s Pre-Roll — Format

> Short pre-roll ads for YouTube, streaming. First 5 seconds critical (skippable).

## Format basics

- Length: 15 seconds
- Aspect: 16:9 or 9:16 vertical
- First 5 seconds non-skippable
- Sound-on default
- Skippable after 5s on YouTube

## The 5-second rule

If hook doesn't land in 5 seconds, viewer skips. Must:
- State what this is about
- Show brand quickly (or interesting tease)
- Hook attention HARD
- Make viewer want to stay

## Structure

```
0-5s    HOOK + BRAND TEASE
        Strong visual/verbal grab
        Brand glimpsed or stated
        (must work even if user skips)

5-10s   CORE MESSAGE
        Single benefit
        Product in use or context

10-13s  PROOF / EMOTION
        Quick demonstration or feeling

13-15s  CTA + BRAND
        Logo
        Where to buy / next step
```

## Sample 15s pre-roll

```
TITLE: "Karavan — 15s Pre-Roll"

INT. APARTMENT - MORNING (0-5s)

QUICK CUTS:
- Hand reaches for coffee bag (close-up)
- Karavan logo on bag, in focus
- Beans falling into grinder, slow-motion
- Steam rising from cup

V.O. (energetic)
Mornings deserve more than coffee.

INT. SAME (5-10s)

Woman lifts cup. Closes eyes. Smiles.

V.O.
Mornings deserve a Karavan.

INT. SAME (10-13s)

Coffee close-up. Steam catches light.

V.O.
Bold. Smooth. Yours.

KARAVAN LOGO with tagline (13-15s)

URL: karavan.az

FADE OUT.
```

## Hook strategies (first 5s)

### Visual hook
- Strong color
- Movement
- Unexpected image

### Verbal hook
- Question
- Bold claim
- "What if..."

### Pattern interrupt
- Different from typical ads
- Self-aware
- Breaks YouTube ad fatigue

### Direct address
- "Hey, you scrolling past this..."
- Acknowledge ad nature
- Disarm skeptic

## Key principles

### Make first 5s standalone valuable
Even if user skips, they got the brand impression. Don't save reveal for second 5s.

### Single message
15s = 1 idea max. Don't try to do PSP. Skip to solution.

### Brand fast
Brand must appear/be heard in first 5s. Otherwise skipped users learned nothing.

### Audio matters
Sound-on environment. Music + VO works.

## Common mistakes

- Slow buildup (user skips)
- Brand only at end (skipped = no impression)
- Too much info crammed
- Generic music
- Weak CTA

## Variations

### Direct response 15s
- Discount in first 5s
- "Save 30% today"
- Strong CTA at 13-15s

### Brand awareness 15s
- Emotional moment
- Product context
- Logo + tagline

### Product launch 15s
- "New" in first 3s
- Product hero shot
- Where available
