Mid-roll in CTV: the evolution of the advertising break
The mid-roll format does not seek to replicate the traditional advertising pause, but to enhance it through the convergence between the mass reach of television and the precision of the digital environment. According to Mediam Group, the key to success in Connected TV (CTV) lies in capitalizing on an already established attention within a consumption session initiated by the user.
The shift towards AVOD models and convergent television
The advertising industry is undergoing a structural transformation where streaming environments and traditional television cease to compete and instead integrate. The AVOD (advertising-funded video on demand) model solidifies as a standard, allowing platforms like ViX to combine free content with premium options. This transition is driven by an investment in digital video that, according to IAB projections, will exceed $80 billion in the United States by 2026. In this ecosystem, the mid-roll, an ad inserted during playback, allows brands to enter at the moment of highest audience engagement with series, movies or sporting events.
Beyond VTR: The era of Brandformance
Planning in CTV necessitates a paradigm shift in measurement. While the view-through rate (VTR) is an indicator of delivery, Mediam Group's strategic vision points towards Brandformance. This entails evaluating the real impact through:
- Incremental reach: Identifying additional audiences not impacted by traditional media.
- Brand Lift: Measuring changes in recall, affinity, and purchase intent.
- Post-signals: Analyzing searches or visits derived from exposure on the big screen.
To transform exposure into business results, organizations must prioritize inventory quality and contextual relevance. It is not about shifting the ad from one screen to another, but about adapting creativity for a visually and audibly high-impact experience, managing frequency to avoid saturating the viewer. The integration of Pay TV, streaming, and CTV allows the construction of integrated audiovisual campaigns that connect data with high-quality premium content.
From the perspective of next+, the rise of mid-roll in CTV confirms that television is more alive than ever, but now it is more flexible, measurable, and strategic. The ability to influence brand indicators through the "most important screen in the home" redefines the rules of audiovisual advertising.
Want to delve deeper into these trends and master the connected television ecosystem? Join us at our CTV next+ event, where we will analyze the future of the industry.
See you on August 26th!