In today’s digital age, it is common to come across mid-roll ads while watching videos on platforms like YouTube or Facebook. You may be watching a video about summer adventures and come across an ad for a nearby water park. Alternatively, while browsing industry-related content, you may see an ad for software that promises to optimize your workflow.
Effective placement of mid-roll ads within videos is an art that, when done correctly, engages viewers rather than alienating them. This article offers insights into modern mid-roll advertising practices and includes examples from industry leaders.
What are Mid-Roll Ads?
Mid-roll ads They are videos inserted in the center of the content rather than before or after the main video content. Platforms like YouTube and Facebook have adopted mid-roll ads as part of their advertising ecosystem, offering advertisers a unique way to engage audiences.
Initially met with skepticism and slow adoption, mid-roll ads experienced a surge in popularity. This innovative format has even surpassed pre-roll ads in terms of completion rates, with an impressive 90% of viewers watching these ads until the end. The appeal of mid-roll ads lies in their potential to integrate into the viewer experience, seamlessly improving overall engagement.
What are Automated Placements?
Automated placements involve algorithmically positioning ads at points where viewers are most likely to engage. As machine learning algorithms improve, creators are increasingly relying on these automated placements. However, many creators still opt for manual placements, allowing them to integrate ads into breaks in content they have strategically planned.
For advertisers, meticulous consideration of ad placement throughout the creation process is critical. If selectivity is your approach, identify the channels that offer mid-roll ad placements and their specifications. As with any ad, keeping it engaging and concise is crucial, especially considering mid-roll ads play in the middle of other content.
Ad Specifications
YouTube mid-roll ads are optimized for mobile and desktop devices, eliminating the need for device-specific considerations. Adhering to video best practices is essential, including using appropriate audio and video quality and adhering to platform guidelines. Contextual relevance is also key for mid-roll ads, and options such as skippable or non-skippable formats depend on factors such as video placement, target audience, and objectives.
For example, on YouTube:
Minimum video length: 12 seconds (15 to 20 seconds for non-skippable mid-roll ads, depending on region).
Maximum video length: 3 minutes for mid-roll ads with skip option.
Format: Recommended MP4 or any format supported by YouTube.
Resolution: 640×360 or 480×360.
Video length: Must be longer than 10 minutes, hosted on YouTube.
You must have manually placed or automatically generated ad breaks.
On Facebook (In-Stream Ads):
Aspect ratio: 16:9 to 9:16; 16:9 is recommended.
Resolution: The highest possible.
Video file size: Up to 4 GB.
Video length: 5 to 15 seconds.
Video subtitles: Optional.
Video sound: Recommended.
Best Practices for Mid-Roll Ads
1. Place your content appropriately: Google’s algorithm is becoming skilled at automatically placing mid-roll ads. Creators can rely on Google to insert relevant or innocuous ads in viewer-friendly places. Manual ad breaks can provide even more control over placement.
In some cases, when the content creator chooses to use automatic ad breaks, YouTube will show a mid-roll video ad or other ad during this time, depending on the user’s engagement. Therefore, if you want to have more precise control over the placement of your mid-roll ad, use manual ad breaks.
2. Match the ad to the content, the audience, or both: Advanced targeting tools ensure that mid-roll ads are aligned with viewers’ preferences. However, carefully consider the context of the content where your mid-roll ads are displayed.
Match your ad to audience interests or content topics by asking these questions:
- Which channels are most likely to attract a large portion of my target audience?
- Does this channel have a user base that I’m NOT trying to reach?
- Would a user watching this video be interested in seeing my mid-roll ad during the video?
- How should I satisfy an audience that is already watching other content?
3. Consider your goals: While non-skippable mid-roll ads can maximize exposure, advertisers must be aware of the context in which their mid-roll ads are displayed to ensure brand awareness is introduced in a positive way. .
Think about how you want someone to be introduced to your brand. Do you want to be interrupted while you’re engaged in other content and can’t skip the message? That would leave a bad taste in anyone’s mouth. Above all, you don’t want to alienate prospects who could convert for you later. Non-skippable mid-roll ads have their place, just give them careful consideration before implementing them.
Preparing for Mid-Roll Advertising
Prioritizing lack of intrusion and usefulness in digital ads is crucial. Consider location, timing, and content when creating messages that resonate with your target audience. By aligning these elements effectively, your advertising campaign has the best chance of success. Remember, a well-executed mid-roll ad can seamlessly enrich the viewer’s experience while delivering your brand’s message.
For that experience to be persistent throughout the user’s journey, your mid-roll ads must have relevance between the ad and the page. In other words, the content that attracted your user should be carried from the ad to the landing page. If you need the best landing page solution the world has to offer, look no further than Instapage! Start your 14-day free trial today and create world-class landing pages that do justice to your mid-roll ads.
