Midroll

What do you mean by Midroll?

Midroll refers to an advertising term used when advertisers play short ads in the middle of a video. It is a way to monetize longer-form video content on platforms like YouTube, Facebook, and other ad publishers without significantly disrupting the user viewing experience.

How is midroll different from preroll ads?

Preroll ads are shown before a selected video starts, while midroll ads are inserted as a break within the video.

Can users skip midroll ads?

The ability to skip midroll ads depends on the video advertising platform. On Facebook, users cannot skip ads. On YouTube, users may be able to skip ads by clicking on the "Skip" button, but it depends on the length of the midroll ad. For instance, if the midroll ad is 5 seconds long, the video will continue without displaying a "Skip" button. On YouTube, the ads will display "Video will play after ad."

How do advertisers choose to play midroll ads?

Different ad publishers have customized settings to display midroll ads. For example, YouTube allows channel owners to choose placements for midroll ads to serve as breaks in longer-form videos. In more advanced settings, YouTube advertisers can use automated placements for video ads or manually set the ad placements.

What are the lengths of midroll ads?

Midroll ads are typically short, ranging from 5 to 30 seconds, depending on the platform. On YouTube, midroll ads play for a minimum of 5 seconds and usually a maximum of 30 seconds for videos that are 10 minutes or longer. Facebook midroll ads play for a maximum of 15 seconds for videos that are three minutes or longer, although shorter video ads are encouraged on the platform.

When can I display midroll ads?

On YouTube, advertisers can play midroll ads within the first minute of the video. Facebook midroll ads on in-stream videos through the Facebook Audience Network do not appear until viewers have watched at least the first minute of the video.

Can I choose specific pages or channels for midroll ads?

Facebook allows advertisers to select a specific number of publishers within its Facebook and Audience Network for their midroll ads. Advertisers who enable ads to play on YouTube and the Google Display Network can include or exclude ad groups and publishers.

Pros of Midroll Ads

Retain user attention: Midroll video ads are designed to hold user attention, especially for ads displayed on mobile devices when users play full-screen videos.Reach cord-cutting audience: Midroll ads help reach users who consume streaming video exclusively and have moved away from traditional TV viewing. According to Facebook, videos on their platform reach 37% more US adults aged 18 to 24 compared to TV.

Target top-of-funnel users: By placing ads where consumers watch the most content, such as YouTube and social media channels, marketers can attract new users who are engaged with video content and move them closer to conversion.