A post-roll CTV ad plays after content ends — after the last episode, the final scene, or the match. It is the least commonly bought of the three video positions (pre-roll, mid-roll, post-roll) because completion rates are significantly lower: 40–65% versus 85–95% for non-skippable pre-roll. Viewers navigate away after content ends, so many simply do not see the post-roll ad.
Post-roll is worth considering in two scenarios:
- Episodic binge-watching: Between episodes, the viewer is still in the session. Post-roll between episodes has a more captive audience than post-roll after a session-ending event.
- Bundled discount: Post-roll is often included in direct deals at a discount on pre-roll CPMs. If reach is the primary KPI and completion rate is secondary, bundled post-roll at 40–60% of pre-roll CPM can be efficient.
For most India CTV campaigns, prioritise pre-roll and mid-roll. Include post-roll only as bundled inventory at a discount, not as a primary placement buy.
Full guide
For a complete explanation, read: Post-roll CTV ads: when they work and when to skip them