What is Mid-Roll?
Mid-roll is an ad inserted during video content. It catches viewers mid-session when attention is already engaged. Because the viewer is actively watching, mid‑rolls can land concise reminders or offers effectively. Many platforms allow skippable mid‑rolls, so the first seconds are critical.
Understanding Mid-Roll
Mid-roll ads appear during video content, catching viewers mid-session when attention is already engaged and focused on the screen. Because viewers are actively watching content they chose, mid-rolls benefit from higher attention compared to cold starts. However, many platforms allow skippable mid-rolls, so the first few seconds are critical for delivering value before viewers can skip. Clarity and brevity matter—lead with the product and benefit immediately, assume muted playback, and use bold supers and captions to communicate the core message without relying on sound.
Keep visuals tight and avoid slow build-ups that delay the point. Always respect platform safe zones so text isn't covered by player controls or interface elements. Mid-rolls work best for concise reminders, limited-time offers, or simple product demonstrations that don't require extensive explanation. When designed for sound-off and quick comprehension, mid-rolls can drive efficient incremental conversions without overwhelming viewers who are already invested in the content.
Why Mid-Roll matters
Mid-roll matters because it intercepts attention that's already focused on the screen, creating a window for succinct, high-impact messages. Engaged viewers are more likely to absorb and act on clear, well-timed offers. When designed for sound-off and quick comprehension, mid-rolls can drive efficient reminders and incremental conversions without requiring extensive creative production.
- Attention: Viewers are already engaged.
- Performance: Strong for reminders and short offers.
- Context: Benefits from existing viewer intent and focus.
How Mid-Roll works
Mid-roll works by inserting ads at natural breaks or time-based intervals within video content, playing within the same player and often with limited ability to pause or seek. This concentrates attention for a few seconds and ensures your message reaches viewers who are actively engaged. Platforms determine placement based on content length and viewer behavior, sometimes offering skippable or non-skippable formats. Keep length to 6-15 seconds, front-load the benefit, and show the product early to maximize impact before potential skip. Use burned-in captions and large CTAs sized for distance on TV and for small screens on mobile. Test short variations to see which delivers the clearest message fastest, and monitor completion rate to confirm your creative holds attention through the ad.
Meta Information
- Primary Keyword: Mid-Roll
- Secondary Keywords: mid-roll ads, in-stream mid-roll
- Target Word Count: 700–900 words
- Meta Title: What is Mid-Roll? In-Stream Ads During Content | Marpipe
- Meta Description: Mid-roll ads appear during video content. Learn when they work and how to design for attention.
- URL: marpipe.com/ad-glossary/mid-roll
# What is Mid-Roll?
Mid-roll is an ad inserted during video content. It catches viewers mid-session when attention is already engaged. Because the viewer is actively watching, mid‑rolls can land concise reminders or offers effectively. Many platforms allow skippable mid‑rolls, so the first seconds are critical.
Understanding Mid-Roll
Mid-roll ads appear during video content, catching viewers mid-session when attention is already engaged and focused on the screen. Because viewers are actively watching content they chose, mid-rolls benefit from higher attention compared to cold starts. However, many platforms allow skippable mid-rolls, so the first few seconds are critical for delivering value before viewers can skip. Clarity and brevity matter—lead with the product and benefit immediately, assume muted playback, and use bold supers and captions to communicate the core message without relying on sound.
Keep visuals tight and avoid slow build-ups that delay the point. Always respect platform safe zones so text isn't covered by player controls or interface elements. Mid-rolls work best for concise reminders, limited-time offers, or simple product demonstrations that don't require extensive explanation. When designed for sound-off and quick comprehension, mid-rolls can drive efficient incremental conversions without overwhelming viewers who are already invested in the content.
Why Mid-Roll matters
Mid-roll matters because it intercepts attention that's already focused on the screen, creating a window for succinct, high-impact messages. Engaged viewers are more likely to absorb and act on clear, well-timed offers. When designed for sound-off and quick comprehension, mid-rolls can drive efficient reminders and incremental conversions without requiring extensive creative production.
- Attention: Viewers are already engaged.
- Performance: Strong for reminders and short offers.
- Context: Benefits from existing viewer intent and focus.
How Mid-Roll works
Mid-roll works by inserting ads at natural breaks or time-based intervals within video content, playing within the same player and often with limited ability to pause or seek. This concentrates attention for a few seconds and ensures your message reaches viewers who are actively engaged. Platforms determine placement based on content length and viewer behavior, sometimes offering skippable or non-skippable formats. Keep length to 6-15 seconds, front-load the benefit, and show the product early to maximize impact before potential skip. Use burned-in captions and large CTAs sized for distance on TV and for small screens on mobile. Test short variations to see which delivers the clearest message fastest, and monitor completion rate to confirm your creative holds attention through the ad.
Best practices
- 6–15s length with immediate product framing.
- Bold on-screen text, captions, and clear CTA.
- Respect platform safe zones and aspect ratios.
