What is Midroll?
In video advertising, a midroll is a short promotional video clip inserted within the middle of a longer video content, typically between natural breaks or content segments. Here's a deeper dive into its key characteristics:
Timing:
Midroll ads usually appear 5-8 minutes into the video after viewers have been engaged with the content and are more likely to be receptive to the ad.
Depending on its length and ad policies, some platforms may allow additional midroll placements later in the video.
Types
- Skippable: Viewers can choose to skip the ad after a few seconds (usually 5-10 seconds).
- Non-skippable: These ads play in their entirety before viewers can resume the video. This format is less common and may face user resistance.
Benefits
- Increased ad revenue: For content creators and platforms, midroll ads offer another monetization opportunity, generating additional revenue alongside pre-roll and post-roll ads.
- Improved engagement: Well-placed and relevant midroll ads can offer viewers short breaks from the content while still keeping them engaged, potentially leading to better completion rates for long videos.
- Variety and targeting: Midroll placements allow for different ad formats and creative approaches, as well as precise targeting based on viewer demographics and interests.
Considerations
- Disruption: While well-placed midrolls can minimize disruption, frequent or poorly timed ads can irritate viewers and negatively impact their experience.
- Skip rates: Skipping is common with midroll ads, so ad creatives need to be impactful within the first few seconds to capture attention before viewers opt-out.
- Platform policies: Each video platform has specific guidelines for midroll ad placement and duration. Make sure your ads comply with these policies to avoid rejection or penalties.
Examples
You might see midroll ads on YouTube videos, Facebook videos, streaming platforms like Hulu or Netflix during episode breaks, and even on podcasts with dedicated ad segments.
Overall, midroll ads can be a valuable tool for video advertising when used strategically and thoughtfully. By understanding the timing, types, benefits, and considerations, content creators and advertisers can leverage midrolls to effectively reach their target audience and increase their video monetization potential.