What is a midroll ad?
A midroll ad is a commercial that plays during the middle of a video or audio clip on social media platforms. Unlike pre-roll ads that show up before content starts or post-roll ads that appear at the end, midroll ads interrupt your viewing or listening experience.
You’ll often see midroll ads on longer videos, like YouTube tutorials or Facebook Live streams. They’re designed to capture your attention when you’re already invested in the content.
Midroll ads can be skippable or non-skippable. They usually last 15–30 seconds, giving advertisers a chance to share their message without losing your interest.
On platforms like YouTube, you can control where midroll ads appear in your videos. This lets you choose natural break points that won’t disrupt the flow of your content too much.
How do midroll ads work?
Midroll ads pop up during longer videos, usually after 3–10 minutes of content. They’re short video ads, typically 15–30 seconds long. You’ll see them on platforms like YouTube and Facebook.
These ads can be placed manually by content creators or automatically by the platform. Manual placement lets you choose spots that won’t disrupt the viewer’s experience too much.
For automated placements, the platform picks natural breaks in your content. This helps keep viewers engaged.
Some midrolls are skippable after a few seconds, while others you have to watch in full. It depends on the platform and the advertiser’s choice.
Remember, midrolls only show up in longer videos – usually those over 10 minutes. They’re a way for creators to earn more from their content while giving advertisers a chance to reach engaged viewers.
Why are midroll ads important?
Midroll ads are key for social media marketers. Placed in the middle of videos, they catch you when you’re most engaged. You’re more likely to watch these ads than pre-roll ones.
Advertisers love midrolls because of:
- Higher completion rates
- Better brand recall
- Increased viewer attention
For you as a viewer, midrolls can be less disruptive. They often fit naturally into content breaks. Some platforms let you skip these ads, giving you control over your experience.
Data shows midroll ads can boost engagement by up to 90%. This makes them a powerful tool for getting your brand message across on social video platforms.
Popular platforms for midroll ads
You’ll find midroll ads on several major platforms. YouTube is a big player, inserting video ads in the middle of longer content. Facebook uses midrolls in their video feed and during live streams.
Streaming services also feature audio and video midroll ads. These platforms let advertisers reach engaged viewers who are already watching.
On social media, midrolls appear in longer videos on Instagram and X. Many TV networks use similar ad breaks in their online content too.
Sports programs often use midroll ads during natural pauses in games. This gives you a chance to grab a snack without missing any action.
Pros and cons of midroll ads
Midroll ads can boost your ad revenue and engagement. They appear during content when viewers are invested. This means higher completion rates and better brand awareness for advertisers.
You’ll also see improved targeting. Ads fit naturally into the content, making them less disruptive.
But there are drawbacks. Viewers might get annoyed by interruptions, especially if ads are frequent or poorly timed. This can hurt user experience and lead to drop-offs.
Ad fatigue is another concern. Too many midrolls can overwhelm your audience and reduce effectiveness over time.
Balancing ad placements with viewer satisfaction is key. Use midrolls strategically to maximize benefits while keeping your audience happy.
Best practices for using midroll ads
Midroll ads can be effective, but you need to use them wisely. Place ads at natural breaks in content to avoid disrupting the viewer experience. Keep ads short – 15–30 seconds is ideal for most platforms. Make sure the ad content is relevant to your audience and the surrounding video.
Consider using “ad pods” — grouping multiple short ads together instead of frequent interruptions. This works well for 8–10-minute videos. Pay attention to viewer retention data to find the best ad placement spots.
Match the tone and style of ads to your content. Abrupt tonal shifts can be jarring. Give viewers a heads-up that an ad break is coming, to set expectations. You can also experiment with interactive ad formats to boost engagement.
Remember to follow platform-specific guidelines. Each social network has unique rules around midroll ads that you’ll need to follow.