The second (often overlooked) element of video pre-roll is your landing page experience. Is there inventory on that page (if relevant to sales)? Is it clear why they should take the action? I agree on the benchmarks, about $0.11-$0.16 CPC, but remember you only pay if they watch the entire video, if it's a YouTube TrueView ad. While on TV you can run to the restroom, make a sandwich, or do a myriad of other things during the 5-10 minutes of commercials, if you watch a 30 second ad (and don't skip) you're clearly interested in the message. Because of that, it seems like a valuable compliment to me. Additionally, with Google's Multi-Screen study (and Jeff's stats), you could view it as a valuable branding tool to amplify your reach across multiple devices and create an eCPM (effective cost per thousand impressions) that actually makes your traditional media spend MORE effective.