Midroll is an online advertising term used when advertisers play short ads in the middle of a video. Midroll is a way to monetize longer-form video content displayed on YouTube, Facebook and other ad publishers with minimal disruption to the user viewing experience.
How is midroll different from preroll ads?
Preroll ads play before a selected video starts while midroll ads play as a break in the video.
Can users skip midroll ads?
Depending on the video advertising platform, users may be able to skip midrolls. On Facebook, users are not able to skip ads. On YouTube, users may be able to skip ads by clicking on the “Skip” button depending on the length of the midroll ad. For example, if the midroll ad is 5 seconds, the video will countdown without displaying a “Skip” button. On YouTube, the ads will say “Video will play after ad.”
How do advertisers choose to play midroll ads?
Various ad publishers have customized settings enabled to display midroll ads. For example, YouTube allows channel owners to choose placements for midroll ads that serve as a break for longer-form videos. In more advanced settings, YouTube advertisers can use automated placements for video ads or choose to continue to set ads manually.
What are the lengths of midroll ads?
Midroll ads are designed to be short, typically between 5 to 30 seconds, depending on the platform. On YouTube, midroll ads play at a minimum of 5 seconds and usually a maximum of 30 seconds for videos that are 10 minutes or longer. Facebook midroll ads play at a maximum of 15 seconds for videos that are three minutes or longer, but the social network encourages video ads to be even shorter.
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 on the Facebook Audience Network do not play until viewers have watched at least the first minute of the video.
Can I choose which pages or channels midroll ads are placed?
Facebook allows advertisers to choose a select number of publishers in its Facebook and Audience Network for their midroll ads. Advertisers that enable ads to play on YouTube and the rest of the Google Display Network can include or exclude ad groups and publishers.
Pros of Midroll Ads
Keep user attention. Midroll video ads are designed to hold user attention, especially for ads displayed on mobile as users play full-screen videos.
Reach audience outside of TV. Get your message to users who cut the cable and view streaming video exclusively. According to Facebook, videos on the social network reaches 37 percent more U.S. adults age 18 to 24 than TV.
Target top-of-funnel users. Videos play where consumers watch the most content like YouTube and social media channels. This enables marketers to attract new users who are engaged with video content and move them toward conversion.
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