The purpose of this research is to understand about how to design pre roll advertising, ads which are embedded in videos and play before user watching videos, properly to benefit companies. The research is based on the influence among ad attitude, brand attitude, and purchase intention. A distinguish between attitude toward the ad and attitude toward pre roll ads is to find out the difference on different views of ad attitude. Entertainment, information, irritation, and credibility are also conducted in the research model based on literatures in different types of ads. In addition, tolerance duration is conducted in the research model based on the investigation of current pre roll advertising. The research result suggest companies which want to use pre roll ads should make decisions wisely on choice of video platforms and design on duration of the ad based on tolerance duration of targeted customers. In addition, companies can use entertainment, information, irritation, or credibility as their strategy in pre roll ads design. The strategy of entertainment will be better on female customers.
