Mid-roll ads are video advertisements that play during content, often around the halfway point, creating a natural pause in longer videos. Unlike pre-roll and post-roll ads, which play at the beginning or end of content, mid-roll ads appear within the video itself, capturing the attention of already-engaged viewers. Platforms like YouTube, Facebook, TikTok, Twitch, Amazon, and Reddit utilize mid-roll ads to help brands reach their audience during content they’re actively watching.
Popular Platforms for Mid-Roll Ads
- YouTube
YouTube offers mid-roll ads in videos over eight minutes long, allowing creators to monetize lengthy content while offering brands access to highly engaged audiences. YouTube’s ad breaks tool lets creators preview, place, and adjust mid-roll ads either automatically or manually. - TikTok
TikTok uses mid-roll ads within live streams and longer videos, giving brands a chance to reach an engaged audience as they watch popular creators or influencers. - Facebook
Facebook inserts mid-roll ads into videos over three minutes long and during Facebook Live streams, enabling advertisers to reach audiences in real time or during highly engaging video content. - Twitch
Mid-roll ads on Twitch are typically triggered by the streamer during live broadcasts, providing brands an opportunity to reach a dedicated audience in gaming and other niche content areas. - Amazon
Amazon includes mid-roll ads in its ad-supported streaming content, enabling brands to reach audiences who are watching movies, TV shows, and live events. - Reddit
Mid-roll ads on Reddit appear within video content, allowing advertisers to capture attention in the middle of popular videos shared on the platform.
How Mid-Roll Ads Work
- In-Content Placement
Mid-roll ads play at a designated time during the content, often every 10-15 minutes in long videos, to provide a break that doesn’t disrupt the viewer too early or too late. - Targeted Ad Delivery
These ads are delivered based on viewer data, ensuring that the ads are relevant to the audience watching the video. - Skippable and Non-Skippable Formats
Mid-roll ads can be either skippable or non-skippable. Skippable ads allow viewers to skip after a few seconds, while non-skippable ads require viewers to watch the entire ad.
Benefits of Mid-Roll Ads
- Higher Engagement Rates
Mid-roll ads keep viewers engaged, as they’re already invested in the content, resulting in higher completion rates compared to pre-roll ads. - Increased Brand Recall
Mid-roll ads create strong brand recall since they’re embedded within the viewing experience, allowing viewers to return to the content right after the ad. - Monetization for Content Creators
Platforms allow creators to monetize longer content with mid-roll ads, providing an additional revenue source while keeping viewers engaged.
Best Practices for Mid-Roll Ads
- Optimal Timing
Place mid-roll ads at natural pause points to minimize disruption. This ensures that the ad feels like a natural break rather than an interruption. - Engaging Content
Use compelling visuals, quick CTAs, and clear messaging to keep viewers interested. Mid-roll ads are often short (15-30 seconds), so the message needs to be concise and engaging. - Relevant Audience Targeting
Deliver mid-roll ads to targeted audiences based on demographics, location, or interests. Relevant ads improve the viewer experience and increase engagement rates. - Testing Skippable vs. Non-Skippable Ads
Experiment with skippable and non-skippable formats to determine which resonates more with your audience. Skippable ads are viewer-friendly, while non-skippable ads ensure full message delivery. - Ad Frequency
Space out mid-roll ads within long videos to prevent ad fatigue. Ideally, ads should appear every 10-15 minutes in extended content to maintain engagement without overwhelming the viewer.
Source: PPCexpo
Examples of Mid-Roll Ad Use Cases
- YouTube Tutorials
A cooking channel inserts mid-roll ads at recipe transition points, allowing viewers to remain engaged in the video without feeling interrupted. - Live Streaming on Twitch
A gaming streamer triggers mid-roll ads during break times in a game, providing advertisers access to an interactive and highly engaged audience. - TikTok Live Events
During a live event on TikTok, mid-roll ads appear at strategic moments, such as between performances or speeches, to keep viewers engaged while monetizing the stream.
Platforms to Manage Mid-Roll Ads Effectively
- YouTube Creator Studio
YouTube’s ad breaks tool in Creator Studio allows content creators to manually place mid-roll ads in videos, ensuring ads are delivered at optimal points. - Facebook Creator Studio
Facebook’s Creator Studio lets users add mid-roll ads to both uploaded videos and live streams, helping brands maximize reach and engagement. - Twitch Ad Manager
Twitch Ad Manager allows streamers to schedule and activate mid-roll ads during live content, making it easier to integrate ads into the broadcast naturally.
For more tips on maximizing mid-roll ad performance, YouTube’s Mid-Roll Ad Guide offers helpful insights and placement strategies.
Frequently Asked Questions
- What is a mid-roll ad?
A mid-roll ad is an advertisement that plays during video content, usually after the viewer has watched a portion of the video, creating a natural break. - What is the difference between pre-roll and mid-roll ads?
Pre-roll ads play before the content begins, while mid-roll ads play during the content itself, typically in longer videos. - How long are mid-roll ads?
Mid-roll ads generally run between 15-30 seconds, depending on the platform and ad format. - What is the purpose of mid-roll ads?
Mid-roll ads help monetize longer content by placing ads within the video, reaching engaged viewers who are more likely to watch the ad.
Want to maximize engagement with mid-roll ads? Anderson Collaborative can help you design high-impact mid-roll ad campaigns tailored to your target audience. Contact us to elevate your advertising strategy with mid-roll ads.
