What Are Interstitial Ads?
Interstitial ads are full-screen ads that interrupt the user journey during important transitions in an app or when using a website. Using the full screen as opposed to other forms of ads, interstitials ensure that the users are entirely absorbed by the advertisement. It is a common occurrence that full-screen ads intercept at fundamental turning points – when flipping through pages, moving from one level to another in games, or simply taking a break during a user journey in an app.
The name “interstitial” is based on the Latin word “interstitium” meaning “ standing between ” – an apt description of their presence in-between different content blocks. The use of full-screen display of interstitial ads makes them a more potent instrument in capturing user attention and engaging in higher interaction rates as compared to less disruptive forms of ads.
How Interstitial Ads Work
Interstitial ads operate by identifying significant pause moments at all stages of engagement by the users. As the users switch from one task to another – as exiting a game level or switching to a new article – the interstitial ad is activated, offering a stop where it’s fitting in their streak.
The implementation process typically involves:
- Trigger identification – Marketers determine the appropriate trigger-ad placement points on the user experience.
- Ad loading – Ad content is copied silently in the background as users load to switch activities.
- How it works – Once an action has been completed, the full screen ad takes control of the display.
- Control by the user – shortly after a delay, a big close button can be seen.
- Follow-up – Following dismissal by the user, he or she is free to go back to his or her activities.
Most interstitial ads have a restricted seeming countdown clock (ranging from 5 to 15 seconds) after which users are allowed to close the ad. A time limited period ensures the ad’s effective view, maintaining good user engagement standards throughout.
Types of Interstitial Ads
Interstitial Web Ads
In the context of web browsing, interstitial ads appear, typically when users switch pages or are confronted with logical content pauses. A full screen overlay adverts for a short period of time and it only lets the users continue surfing after the user has clicked on the overlay to let the user exit it. Due to its nature, web browsing provides webmasters with some special opportunities for interstitial display:
- Unavailable for desktop and mobile web browsers.
- HTML5-based interactive elements
- Modifications for adaptability to different screen sizes.
- Ability to correlate parameters for tracking helping measure success of ads
Given that Google and other large players punish intrusive interstitial ads that damage mobile user experience, nowadays, interstitial web ads need to be thoroughly in line with their requirements.
Interstitial Banner Ads
Although conventional banner ads only feature part of a page, interstitial banner ads are static image advertisements that occupy the entire screen. These ads feature:
- High-resolution static images
- Clear call-to-action buttons
- Stripped English, focusing on key messages of the brand.
- Minimal loading requirements
Interstitial banner ads will also be appropriate for direct response campaigns and enhancing brand awareness for so long. As they aren’t set in a way that requires some level of engagement from users to understand the central message.
Interstitial Video Ads
A very enticing format, interstitial video ads are based on visual and audio stimuli to isolate attention when users transition between screens. These full-screen video experiences typically:
- Play automatically when triggered
- Run for 15-30 seconds
- Frequently lets users bypass after waiting a few seconds
- Provide a greater user interaction potential, but it requires more data to load
The high levels of completion and audience interaction make the video interstitials especially appealing to advertisers, justifying a higher cost for ads. However, proper delivery is needed in order to ensure that users do not have excessively high data usage or problems with their device’s battery.
Benefits of Interstitial Ads
For Advertisers
The unique advantages of these ad formats attract advertisers:
- Undivided attention – With full-screen ads, the users are forced to attend to the display because of the complete immersion of the display.
- More effective – interstitials generally have much higher engagement and click-through rates than traditional banners.
- Rich brand exposure – Full-screen placements promote great audience engagement with brand imagery.
- Growth in conversion – The disruptive style motivates users to respond to their product.
- Superior telling story options – Especially if there are video formats involved.
For Publishers
Publishers and makers of applications find it beneficial if there are interstitials included in their plans, for instance:
- Improved revenue margins – Full-screen displays are more valuable, and with better advertising rates.
- Appropriate interruptions – Users will fail to notice disharmonious interruptions.
- Flexible implementation – Incompatible with many types of content.
- Balance with user experience – by using the format mindfully.
- Adaptive flexibility – Publishers can use static rich media or streaming video advertising to align with the user’s taste.
Best Practices for Interstitial Ad Implementation
The introduction of interstitial ads requires careful consideration to avoid spoiling the user experience while earning optimally:
Timing is Everything
Place interstitial ads whenever your users pause or are about to switch to a different part of your content. Consider implementing them:
- Between game levels
- After completing a task
- When switching between content sections
- At natural content breaks
Don’t use interstitials when users are concentrating on vital tasks such as payment, filling out forms, or viewing important information.
Frequency Capping
Excessive interstitial exposure leads to user frustration. Implement frequency capping to limit how often individual users see interstitial ads:
- Set the total impressions per user, during one session, to about 1-3
- Set the minimum length of time before advertising to the same user.
- Segregate group users according to the level of engagement they develop for your content
- Look at creating tiers that do away with ads for paying customers.
Performance Optimization
Achieve a good user experience by providing high-quality technical performance:
- Load ad resources in advance to prevent user delays in presentation.
- Optimise video and file sizes of image files to lower load time.
- Require that there is a way to address timeouts in cases of ad loading failure.
- Perform a test with different devices and simulated internet speeds.
- Make your ad designs responsive to various screen orientations.
Clear Exit Options
Always provide users with obvious methods to dismiss interstitial ads:
- Include clearly visible close buttons
- Design close buttons as user-friendly and big enough for touch interactions.
- Make the close functions work reliably
- Examine the use of commercial skip options for video-based ads.
- Make sure that users can exit ads according to the platform’s recommendations.
Regulatory Considerations and Platform Guidelines
To ensure compliance with policies and regulations related to interstitial ads, be aware of the following:
Google’s Interstitial Guidelines
Google will penalize websites for the use of intrusive interstitials on mobile websites, including ads or pop-ups that:
- Appear at the moment of landing
- Obscure content when scrolling
- Do not provide clear transitions
- Lack of obvious dismissal mechanisms
Based on the guidelines set in place by Google, if you wish to maintain the SEO value of your website and web interstitials, it is prudent to follow Google’s guidelines to understand the way interstitials can properly be executed.
App Store Policies
It is also important to comply with both the Apple App Store and Google Play requirements for interstitials:
- The ad should not disrupt the normal functionality of the app
- The interstitial needs to be obviously an ad and not confused with the app content
- Distraction through false navigation (fake close buttons) cannot exist
- You must comply with age-appropriate content
- All ad spaces must have clear attribution and privacy policy disclosure
Privacy Regulations
You must also take into consideration regional privacy regulations in regards to current interstitial implementations, for instance:
- GDPR in Europe
- CCPA in California
- COPPA for child-directed content
Make sure to have consideration for consent mechanisms and any policies surrounding data collection concerning automated interstitials and personalized ads.
Measuring Interstitial Ad Performance
Successful interstitial campaigns depend on good measurement and optimization strategies:
Key performance indicators
Be sure to track these key metrics to analyze interstitial performance:
- Impression rate – How often the interstitial is displayed in a success
- Click-through rate (CTR) – The percentage of the users who clicked/tapped the ad
- Completion rate – For video formats, how many of the users seen to the end of the video
- Bounce rate – Users who leave the app or site after seeing an interstitial
- Conversion rate – Users who completed the desired action after clicking the ad
- Revenue metrics – eCPM, fill rate and overall revenue contribution
A/B testing
To provide a continuous means of improvement through systematic testing:
- Comparing different strategies for interstitial times
- Testing creatives in varying formats (static vs. video)
- Testing variations on when to display the close button (5s vs. 10s)
- Testing variables on a frequency capping
- Testing based on user segments.
Conclusion
Interstitial ads are still one of the most effective formats in the mobile ad world. They bring high-earning opportunities as well as respect for the user experience. Interrogated appropriately, interstitial full-screen ads produce powerful results for advertisers, and this revenue is quite valuable for publishers and developers.
Even though marketers format them however marketers format them (web, banner, video), the use of interstitial ads can be very effective when they adhere to best practices and run within
The basis for profitable interstitial advertising is based on the value exchange principle:<this| provides valuable resources free of charge, expecting the users to pause briefly amid natural pauses. If such equilibrium is preserved, then interstitial advertisement contributes toward creating robust advertisement environments that present value to both publishers and users.