A mid-roll ad on CTV is a video advertisement inserted during content playback — after the content has started, not before it. The viewer is already engaged with the content when the ad appears. This is different from pre-roll, which plays before content begins. Mid-roll is equivalent to a commercial break in linear TV: the content pauses, the ad plays, the content resumes. Non-skippable mid-roll on CTV produces completion rates of 75-88% — lower than pre-roll (88-95%) because some viewers use the break to leave the room, but higher than most digital formats.
Mid-roll commands a 15-25% CPM premium over equivalent pre-roll because the viewer is invested in the content and more likely to retain the ad message. It performs especially well during long-form content (films, series episodes, live matches) where there is a natural reason to pause. On JioHotstar during IPL, mid-over ad breaks during live cricket are structured mid-roll placements — some of the most watched ad slots in India. Standard mid-roll CPMs on India CTV: Rs 175-430 depending on content adjacency and platform. Available as a direct deal add-on on JioHotstar and SonyLIV; not available as a standard format on YouTube CTV.
Full guide
For a complete explanation, read: Mid-roll CTV advertising: format, performance benchmarks, and buying guide