Midscroll display ads are a favourite among advertisers and publishers due to their ability to capture consumer attention, easy implementation and cross-device compatibility without being overly intrusive. This unique ad format, revealed as users scroll through content, offers an immersive experience that combines superior outcomes with seamless integration. In this guide, we'll explore how to create attention-grabbing Midscroll display ads that look and perform perfectly, delivering outstanding campaign results.
What is a Midscroll ad?
A Midscroll ad is a specific high impact display advertising format designed to appear as users scroll through the middle of a webpage. This fullscreen interstitial ad remains fixed in position behind the content and becomes visible through a scrolling viewport. As the user scrolls, the ad is gradually revealed, creating a dynamic, immersive effect. This format balances attention-grabbing visuals with a smooth, non-intrusive user experience, making it a powerful tool for brand storytelling and engagement.
Types of Midscroll formats
The Adnami platform offers several ready-to-use format templates for Midscroll ads. These formats support both image (example) and video (example) assets.
Explore some of our Midscroll formats:
- Mobile Photostack (Mobile example): Interactive carousel experience.
- Double Midscroll (Mobile example & Desktop example): Extended version with two panels for added storytelling.
- Responsive Slider (Mobile example & Desktop example): Dynamic ad with slide function.
- Inline Midscroll (Desktop example): Integrated seamlessly within the content flow.
Explore all of our format templates here.
Additionally, you can also produce custom Midscroll creatives via an HTML5 zip file or third-party tags or seek the services of our in-house Creative Production team.
Midscroll examples that grabbed our attention
National Geographic using our Mobile Midscroll Anchor
National Geographic’s Midscroll ad showcases bold, prominent branding and messaging, paired with an attention-grabbing video. The scroll-powered animation adds an interactive layer, engaging consumers with an extra touch of playfulness and depth. See the full ad here.
Alka Forsikring using our Mobile Double Midscroll
This dynamic Double Midscroll creative by Danish company Alka Forsikring takes full advantage of scroll-driven animations to create a fun and satisfying insurance ad. It effectively generates attention and conveys its message more compellingly and engagingly than traditional text and logos would. See the full ad here.
Why Midscroll formats are so effective
Midscroll formats are popular for a reason - they combine visual appeal with strategic placement to maximise attention and engagement.
Key benefits include:
- High visibility & attention: Placed within the content, these ads naturally capture attention as users scroll.
- Large format advantage: Its large size, taking up a generous amount of screen space, allows for richer narratives and compelling visuals.
- Engaging & interactive: Parallax effects and scroll-based animations enhance the ad's interactivity.
- Cross-device compatibility: Consistent performance across all devices and screen sizes.
- Efficiency: Fast and cost-effective to produce, with adaptable assets like 9/16 vertical videos.
- Proven performance: Our data shows that Midscroll formats are consistently among the top performers regarding attention and other KPIs.
- User-friendliness: Midscroll ad formats integrate smoothly into pages without disrupting the user experience.
Best practices for attention-grabbing Midscroll ads
Design tips
- Respect safe zones: Keep key elements away from the top and bottom edges.
- Clear branding: Ensure your logo is always visible and in a prominent position.
- Use motion: Animated elements and videos attract more attention.
- Interactive elements: Engage users with carousels, hover effects, and scroll-based animations.
- Clarity and focus: Deliver your core message in 6 seconds or less.
- Playful & unexpected: Surprise your audience with creative, brand-aligned experiences.
- Call-to-Action (CTA): This might go without saying, but make sure to include a clear, clickable CTA (e.g., "Learn more").
Learn more about safe zones and other Midscroll specs here.
Performance tips
- Optimise load times: Compress assets to ensure faster loading for better visibility. Adnami’s streaming technology automatically adapts video files, so this step is optional for videos.
- Leverage analytics: Use tracking tools like Sonar to monitor and optimise attention outcomes and other KPI performance.
How to launch your Midscroll ad on Adnami
Create and launch your own Midscroll ad in 5 simple steps:
- Choose your template: Select your preferred Midscroll format or building method.
- Create assets: Design your creative based on Adnami's specifications.
- Upload & preview: Add your assets to the Adnami platform and preview the ad.
- Set up tracking: Include tracking details and generate tags.
- Go live: Launch your Midscroll ad and start generating maximum attention.
Midscroll ads deliver a unique combination of ease, impact and performance. By following these best practices and leveraging the high impact Midscroll format templates available on the Adnami platform, you can create attention-grabbing campaigns that captivate audiences and drive results. Ready to start creating your own Midscroll ads? Let’s talk!
