We should start to think serious about Pre-roll ads. Pre-roll ads is not like a TV ads. People watch it in a different environment. They have different mind state when watching those two types of ads. Pre-roll ads is designed so that people have the power to skip, TV ads is not.
Therefore, the challenge to pre-roll ads is different from TV ads. The number one priority in making a Pre-roll ads is: make them pause at hitting the skip button, and hopefully, they will watch until the end. Or even better than just watching it, but playing (engaging) with it. Then, pre-roll ads can be more than just an ads.
Look how Snickers turned pre-roll ads into playful games. Brilliant idea.