TikTok Implements Mid-Roll Ads in Longer Videos

TikTok has been implementing mid-roll ads. While watching longer videos, over a minute, some users are being served ads during the videos, typically towards the end. In these cases, a pop-up appears at the top right of the video with a countdown for the ad to start. The ad then starts playing with the option for users to skip it. After skipping or letting the ad play through, the video continues.

Encouraging Longer Videos

For a while now, TikTok has pushing minute-plus videos while also expanding the length of videos that can be uploaded. As anticipated, these efforts were probably intended to increase the inventory of longer videos for ad integration.

An Attempt At Minimizing Interruptions

These ads, served towards the end of videos, aim to minimize interruptions to the viewing experience. However, feedback from users suggests they're still causing frustration. Instagram head Adam Mosseri noted this as a reason why longer videos and mid-roll ads aren’t beneficial for Instagram's business.

Ramping Up Its Ad Business

Like many of its competitors, TikTok has been ramping up its ad business by launching new AI-powered tools and measurement solutions. Integrating ads into videos gives advertisers another surface to reach audiences, which can drive up dollars. Yet, it may come at the cost of alienating viewers.

Making Way For A YouTube-Like Partner Program

One way that TikTok could limit the backlash is to use these mid-roll ads as an opportunity to build out more of an ad revenue-sharing program like the YouTube Partner Program.

Splitting ad revenue with creators, especially for ads being run during their videos, is not only a way for TikTok to strengthen its monetization tools for creators but also a way for users to support their favorite creators by watching the ads played on their videos, which also pay them.