To anyone reading into online video advertising, the mid-roll ads are an interesting surprise as they are actually the format with the highest completion rate. When taking up the issue for the first time and judging from a personal experience, anyone could expect the format which resembles the TV-experience the most to be the one the least appreciated. The thing most people miss out on, however, is the fact that, just like TV, mid-rolls rely on the golden rule that keeps people watching: it is right in the middle of what they came online for and chose to watch!
What mid-roll ads are
As an online video advertising format, mid-rolls are the short adverts viewers come across when watching online video content. Their typical length is of 10-15 seconds. When it comes to using this type of ad, marketers include them in the middle of videos which are paused. The viewer is generally surprised by a video or by a flashing ad; once the ad is completed, the viewer can return to the original content. What this format basically relies on is the fact that the viewers already got hooked and that they are less likely to quit on what they have been watching. Most chances are that they will grate their teeth and wait for the ad to be over.
What mid-rolls mean to marketers
This is an all-win situation for marketers who get better client engagement. As most viewers remain connected and most of them choose to follow the unrequested ad instead of giving up on the content of their choice, this is a very accountable option for marketers who need to see that their ads are being watched, not skipped. Mention must be made, however, at this point, that there are some websites which allow skipping ahead.
Other advantages of mid-roll ads as an online video advertising format consist in the better targeting of viewers and in the interactive feature that takes users closer to the advertised products or services if they are interested.
Internet users looking for specific content online will be more open to receiving information on a related product or service. This means that a consumers’ interest can be well researched and the information that comes with smart ad placement in specific types of content can be wisely centralized and stored for further reference in online video advertising. The best use of the ad is when it is made interactive so that the viewers can take action if what they see sparks their interest.
Mid-roll ads are an even better way of mirroring the TV experience. In a way, this is the same commercial invasion of online, free content. On the other hand, this means that some of the glitter of TV experience, and the expectations from this type of entertainment can transfer to this online video advertising format.
