You’ve seen these mid-roll ads, and perhaps it just appeared on your screen not long ago. You know those ads that seem to pop up out of nowhere in the middle of your video?
While sometimes they can be seen as annoying, it turns out that when used right, those mid-roll ads can outperform pre-rolls.
In fact, 96% of marketers say video ads help increase their brand awareness. By having brands increasingly invest in longer form content with a more relaxed viewing experience, mid roll ads will continue to have their moment.
We’ve worked with app developers and video marketers who once avoided them. Now? They swear by mid-rolls for boosting engagement and monetization.
It’s not just a YouTube or OTT thing anymore. App marketers, SaaS platforms, and B2C brands are now more than ever starting to lean in to using mid-roll ads.
In this guide, we’ll break down everything you need to know about mid-roll ads. What they are, how they work, when to use them for maximum engagement, and how to protect the user experience.
We’ll also show you how the right mid-roll ad format can outperform pre-roll ads. Including improving video ad placement and boosting app ad monetization. Backed by real wins from SaaS, B2C, and mobile-first brands.
So, if you’re looking to improve your monetization without compromising viewer retention, this article will show you how mid-roll ads can be the answer.
What Are Mid-Roll Ads?
Mid-roll ads essentially are video ads that appear in the middle of content. So, not before and not after the video.
They show up after the viewer’s already invested in the content, from the point they start to click play, lean back, and start watching. That’s what makes them powerful.
So, unlike pre-rolls that hit you before the story starts or post-rolls that show up when user attention starts to shift to other things, mid-rolls land when people are most engaged.
We’ve tested all three formats with mobile apps, SaaS videos, and brand campaigns. Here’s what we’ve learned:
| Feature/Metric | Pre-Roll Ads | Mid-Roll Ads | Post-Roll Ads |
| Placement | Before content starts | In the middle of content | After content ends |
| Viewer Attention | High, but often impatient | High—viewer already engaged | Low—viewers tend to drop off |
| Completion Rate | Moderate | High (especially in longer content) | Very low |
| Engagement Potential | Low (easy to skip) | Strong (audience already invested) | Minimal |
| Best For | Quick branding or promos | Story-driven ads, product intros, education | Light-touch follow-ups |
| User Tolerance | Low | Medium to High (if well-placed) | Very low |
That’s why mid-rolls strike the right balance. They don’t annoy users like pre-rolls often do, and they don’t get ignored like post-rolls.
When it comes to video ad placement, mid-roll ads consistently outperform other formats in both viewer engagement and completion rates. University of Massachusetts made a study and found over 257 million ads across 33 video platforms, found that:
- Mid-roll ads achieved around 97% completion rate.
- Followed by pre-roll ads hit with 74%.
- Post-roll ads lagged behind at just 45%
This tells us one thing: users are more likely to watch ads placed mid-content because they’re already invested. Pre-rolls often get skipped. Post-rolls? Many users often choose to skip the ads before they even play.
For app ad monetization, that means a well-placed mid-roll can drive higher engagement and stronger ROI.
Seamless integration keeps the flow smooth and reduces drop-off, helping boost both retention and revenue. Which is why mid roll ads work well for long-form content like tutorials, gameplay, or webinars.
Mid-rolls give you a real shot at attention, and when you’ve got attention, you can run deeper, more meaningful messaging.
Just make sure to choose the timing of the ads wisely. Don’t drop mid-roll in the middle of a sentence or during a key moment. You risk breaking the experience and losing trust fast.
How Mid-Roll Ads Work
Now we know that it turns out mid-roll ads don’t just pop up randomly. But they’re placed intentionally. They’re triggered by how long someone has been watching, where natural content breaks occur, or even by engagement signals.
There are a few common formats:
- Skippable: Users can skip after 5–10 seconds. Good for UX, but not always great for completion.
- Non-skippable: Usually 15–30 seconds. Higher CPMs, but risky if timed poorly.
- Interactive: Think polls, quizzes, or CTAs. Great for engagement, but harder to scale.
We’ve seen firsthand how well-timed mid-rolls can beat other formats. Especially in longer content, users are more likely to stick around—even through the ad.
What about the CPM? Here’s how the metrics typically stack up:
| Ad Type | Avg. CPM (Cost per 1,000 Impressions) |
| Pre-Roll | Around $20 |
| Mid-Roll | Around $25-$30 |
| Post-Rol | Around $1-$5 |
These numbers shift by platform, audience, and content type, but the trend is clear: mid-rolls earn more and get better retention.
The key? Placement. Having the right timing and mid-rolls feel natural, like a commercial break that actually works.
For example, Lyft strategically implemented mid-roll video ads within its mobile app during ride-hailing sessions.
By introducing these ads at natural pauses in the user journey, Lyft enhanced user engagement without disrupting the experience.
This approach not only improved ad visibility but also contributed to a more stable revenue stream for the company.
When and Why to Use Mid-Roll Ads
The truth is not every video benefits from mid-roll ads. However, when you have a longer form of content that is deeply engaging with your audience, mid-rolls can be a great ads strategy. Because it is most likely to enhance monetization and engagement.
Mid-roll ads are most effective when:
- The content exceeds 5 minutes in length.
- Viewers are in a “lean-back” mode, such as watching passively on OTT platforms or during gameplay.
- There are natural breaks or transitions within the content.
Unlike pre-rolls, mid-rolls don’t show up before the content starts. Or even post-rolls, with many viewers mostly never even seeing them.
Mid-roll ads appear when people are already watching and paying attention. That’s when your message has the best shot at landing.
This makes them an exceptionally smart bet for brand messaging, product storytelling, or educational content, as mid-rolls can significantly enhance viewer engagement.
In fact, according to Brandwatch reports, they can boost engagement by up to 90% on social video platforms, highlighting their effectiveness in capturing and retaining viewer attention.
However, as previously mentioned, timing is crucial. Placing an ad too early can feel intrusive, while placing it too late may miss the opportunity. The right balance is normally between 30% to 60% into the video, ideally at a natural pause or scene change.
This approach aligns with YouTube’s recommendation to place mid-roll ads at natural breakpoints, such as pauses in audio or transitions in visuals, to maintain viewer retention.
Best Practices for Mid-Roll Ads
Like any ads strategy, the execution is what sets the outcome apart. The same goes for mid-roll ads. Here’s what we’ve learned from testing mid-rolls across mobile apps, CTV, and SaaS videos:
- Keep It Short: Aim for 15–30 seconds max. Shorter ads feel less intrusive and drive better completion.
- Match the Vibe: Your ad tone should match the content. If the video’s calm and informative, don’t blast users with high-energy hype. Sudden tone shifts break immersion.
- Don’t Cut Mid-Sentence: This one’s critical. Place the ad at a natural pause, not in the middle of a sentence or visual. It keeps the flow intact.
- Space It Logically: Avoid stacking multiple mid-rolls too close together. One ad every 3–5 minutes works well for longer content. For shorter videos, one well-placed ad is enough.
- Segment by User Behavior: Returning users might tolerate more ads. New users? Go lighter.
Use behavior data to tailor frequency and format. It’s all about keeping the viewer experience smooth while maximizing value
Mid-Roll for Mobile Apps & Gaming
Mid-roll ads can be a game-changer for mobile apps and games, especially when strategically implemented. A 2021 study by GameBiz Consulting analyzed 21 mobile games featuring in-game advertising.
The findings revealed that well-implemented ads, such as mid-rolls, have minimal impact on user retention. In some cases, they even positively influenced player engagement.
This underscores the importance of strategic ad placement to maintain a seamless gaming experience.
Another study by Neurons Inc. tested 30-second mobile video ads in different formats, including mid-roll placements.
The research found that well-placed mid-roll ads can enhance brand recall and engagement without disrupting the user experience.
Now let’s explore how they function in real-world scenarios. One example is Ludo King from Gametion Technologies.
Ludo King is a prime example of effective ad monetization. Initially, the game’s revenue was split 80% from advertising and 20% from in-app purchases (IAP).
By June 2020, this shifted to a 60-40 split, indicating a significant increase in IAP revenue. This balance showcases how integrating ads, including mid-rolls, can coexist with other monetization methods without compromising user experience.
What about best practices for mid-roll ads in mobile gaming? Follow these tactics.
- Strategic Placement: Insert ads during natural breaks, like between levels or after a game over screen.
- Ad Frequency: Limit the number of mid-rolls to avoid disrupting gameplay.
- Ad Length: Keep ads concise to maintain user engagement.
- User Segmentation: Tailor ad experiences based on user behavior and preferences.
These recommended practices help mid-roll ads boost monetization while maintaining a positive user experience.
Mid-Roll Ads for SaaS & B2C Video Campaigns
While often linked with the gaming and entertainment industry, mid-roll ads also offer significant potential for SaaS and B2C brands to boost engagement and drive conversion.
Unlike traditional advertising, mid-rolls can be strategically placed within valuable content, making them less intrusive and more impactful for viewers seeking substance and actionable insights.
We can say these because SaaS and B2C brands already applied mid-roll ads in varied formats from product explainers to webinars.
Wyzowl research, found that around 73% of marketers prefer to create explainer videos, making them the most popular type of video content. Followed by 64% of viewers are more likely to make a purchase after watching a branded video. This emphasizes the effectiveness of mid-roll ads in driving user engagement and conversions.
Here’s where mid-rolls become effective for SaaS and B2C:
- Product walkthroughs: Integrate a quick ad or CTA at a natural pause.
- Webinars: Insert a mid-roll to reinforce value, without distracting from the core message.
- Customer stories: Highlight a feature or upgrade mid-narrative.
Take YouTube, for example. Back in 2020, they made mid-rolls the default for any video over 8 minutes. Since then, creators who use both auto and manual mid-rolls have seen a 5%+ lift in ad revenue.
Same thing also happens with HubSpot Marketing, which effectively uses mid-rolls in their tutorials and webinars. While specific revenue figures aren’t public, their continued use of this strategy suggests its effectiveness when executed correctly.
Final Thoughts: Making Mid-Roll Ads Work Without Killing UX
Let’s be honest: mid-roll ads are a tactical ad strategy. If done right, they boost revenue and brand recall. Done wrong, they drive users away.
The trick is to balance monetization with experience. Here’s what we always recommend: Track the right metrics. Look beyond CPM. Watch your VTR (view-through rate), session drop-off, and churn rate.
This goes to show that mid-roll ads are for more than just interruptions; they are important moments for audience connection. Yet, their success depends entirely on careful implementation that prioritizes the viewer’s experience and the content’s context.
So whether you’re running ads in a mobile puzzle game or a SaaS onboarding video, remember: it’s not just when you show the ad, it’s how it fits.
Ready to level up your mid-roll ads strategy? Let’s talk about the placement, creative strategy, and revenue impact. Drop us a line or check out how, in TyrAds, we help apps grow smarter.
