What Is An Interstitial Ad? How Does It Work? Types & Benefits

What is an interstitial Ad? Interstitial ads are a prevalent form of advertising in the digital landscape, particularly within the realm of mobile apps and websites. Unlike traditional banner ads, interstitial ads command the user’s complete attention by occupying the entire screen, making them an impactful and engaging method of conveying advertising messages. Learn about the definition, how it works, benefits, and risks when using this type of advertising through AdsNextGen‘s article below.

1. What is an interstitial ad?

Interstitial ads are akin to pop-up ads but stand out due to their complete screen coverage and potential expandability, known as expandable ads. These ads appear in various forms such as static images, text, rich media, or videos. The timing to close these ads varies by type; static ads typically allow instant closure, while interstitial video ads may have a brief delay of up to 5 seconds before the user can close them. Furthermore, interstitial ads can incorporate playable ads, offering users a glimpse or interactive experience with a game before initiating the download process.

2. How do interstitials work?

Interstitial ads appear at natural break points within an app or website. Such as between game levels. Due to their full-screen coverage and resistance to ad blockers, they may be perceived as intrusive. For this reason, Google enforces penalties for the misuse of interstitial ads.
These ads are interactive, allowing users to decide whether to engage. Clicking on the ad redirects users to the advertiser’s destination, taking them out of the current app or site. Alternatively, users can simply tap to close the ad and continue their activity. While static ads can usually be closed immediately. Video ads may require users to watch for a specified duration, typically around five seconds.

3. Types of interstitial ads

3.1 Interactive Interstitials

Promoted interstitial ads aim to enhance user engagement by allowing advertisers to incorporate them into news sites. Thanks to this, they allow users to interact and give feedback while the platform collects the necessary data.
They represent a dynamic form of advertising that emphasizes encouraging user participation and interaction. This type of advertising reaches users more creatively than traditional advertising.
These ads establish a two-way communication channel, allowing users to actively participate and provide feedback. At the same time, the platform also gains valuable insights.

3.2 Video Interstitials

Interstitial video ads employ brief video clips to convey messages or promotions. For example, YouTube features interstitials that appear before a chosen video, presenting movie trailers or product advertisements. These ads encompass a wide range of content. From featuring upcoming movie trailers and product launches to providing educational material.

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3.3 Full-Screen Interstitials

Full-screen interstitial banners frequently appear when transitioning from one content to another. They often take up the entire screen to deliver an unmissable advertising message. This type of interstitial ad represents an engaging format that appears strategically at natural transition points in mobile apps and websites. From there, they help maintain a seamless user experience without causing disruption.

4. Where can I find interstitials?

4.1 Mobile app interstitials

Interstitials are described as full-page ads that appear as users navigate through a mobile app. These ads are placed strategically at key points in the app. For example, launching an application, loading a game level, or before video content.

Interstitials like these are especially effective for brand advertisers. Because they have high levels of engagement and outstanding visibility. Increasing user engagement through such ads is a reliable strategy to increase clicks and conversions.

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4.1 Mobile website interstitials

Similar to in-app interstitials, these ads are also full-page ads. However, they are designed to appear between page views on mobile sites. Therefore, they allow publishers to generate revenue from their websites.

It’s important to note that mobile web interstitial ads are not displayed immediately when a user visits a website. Instead, they are triggered when users navigate between specific pages and are limited in frequency to protect the user experience. Hence, certain types of mobile websites. For example, single-page formats or infinite scrolling, may not be suitable for implementing interstitial ads.

4.3 Desktop interstitials

Desktop interstitials work similarly to mobile ads. That is, they are displayed between page views on a desktop site and are subject to equivalent limitations. These interstitials can provide financial benefits to publishers. However, they are not as widely popular as mobile ads. Higher levels of user intrusion and the potential to attract fewer views may limit their returns to advertisers.

5. The benefits of using interstitial ads

5.1 Benefits for Advertisers

Full visibility: Interstitial ads eliminate the risk of banner blindness because they cannot be easily missed. The full-screen format provides ample space for advertisers to convey their message. They ensure effective communication even on smaller phone screens.
Increased click-through rate (CTR): Engaged audiences are more likely to click on ads. Thereby accelerating the journey towards transformation.
Enhanced engagement: When precisely targeted and strategically timed, interstitials offer a significant opportunity to engage audiences. It is for this reason that these ads consistently achieve high impressions and engagement.
Creative flexibility: A diverse range of formats helps advertisers tell their stories in the most engaging and impactful way, using words, images, videos, or even interactive gaming experiences.
Extended reach: With interstitial ads not just limited to apps, they offer the potential to connect with audiences across various devices.

5.2 Benefits for Publishers

The above advantages are equally applicable to publishers, whether they own the app or the website. Because together they contribute to increased revenue. Advertisers tend to invest in scale to reach and engage with this audience. At the same time, frequency capping gives publishers significant control over the visibility of their ads, allowing them to command premium prices for their ad space and achieve eCPM (cost-effective per thousand times) healthily.

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6. Interstitials best practices

6.1 Ad placement

The timing and placement of your ads is very important. Use A/B testing to ensure that your ads are placed where users naturally pause in your app or on your website.
It is considered best practice to place ads after users have interacted with your website. Instead of interrupting their operations at a critical moment. This is not recommended by Google.

6.2 Ad Frequency

Interstitial frequency is just as important as placement. Avoid displaying ads at all times possible to avoid annoying users. Besides, placing ads needs to comply with Google’s policies as mentioned before. Use A/B testing to determine the optimal frequency to maintain user engagement and satisfaction. Thereby improving both the level of interaction and the ability to retain users.

6.3 Ad design

Although it’s good for users to fully focus on your ad. However, remember that users do not actively choose to view the ad. Therefore, you should design a way for users to exit when they want to exit your ad. You should give users control. Don’t force them to watch long advertising videos or make them struggle to find the X to exit the ad. Thus, new users will have a more favorable view of your ad.

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7. Google Intrusive Interstitial Penalty

Positive for Advertisers and Publishers: Interstitial ads may appear advantageous for advertisers and publishers seeking to enhance revenue.
Negative User Experience: However, the user experience is not always favorable, as these ads can be intrusive and disruptive.
Google’s Intervention: Google has implemented rules to mitigate user frustration caused by intrusive interstitial ads.
Enforcement of Policies:
- Brands and publishers are required to adhere to Google’s policies aimed at safeguarding users from intrusive online advertising.
- Non-compliance may lead to financial penalties and a potential decline in website ranking.
Forbidden Interstitial Practices: Google prohibits the following interstitial practices:
- Displaying interstitials on the loading or exiting page of a site.
- Presenting interstitials at every user break.
- Using interstitials that obstruct a page’s search intent while a user is browsing.
- Interrupting users unexpectedly during a task, potentially leading to accidental clicks.
- Requiring users to dismiss a standalone interstitial before accessing the main content.

Exceptions to Google’s Rules: There are a few exceptions to Google’s interstitial rules, such as allowing interstitials for legal obligations (e.g., cookie usage, age verification) and when navigating to a page not discoverable via Google search (e.g., crossing a paywall).

By meticulously adhering to Google’s policies, brands and publishers can ensure a more positive user experience while avoiding potential penalties and ranking consequences.

8. Frequently asked questions

8.1 How are interstitials different from pop-up ads?

Pop-up ads only take up part of the screen. In contrast, interstitial ads take up the entire screen. It increases visibility but also runs the risk of being overly intrusive if not implemented properly.

8.2 What are the challenges of interstitials?

Challenges often associated with interstitial ads include the following aspects:

Risk of penalization: While interstitial ads are integral to game monetization strategies, using them improperly can lead to penalties. To avoid penalization, learn about “What is an interstitial Ad?“, and ensure interstitials appear only at key moments, like after completing a game or level. Furthermore, refrain from repetitive ad displays, placing interstitials during app startup or closure, and interrupting gameplay unexpectedly.
Lack of user choice: Unlike rewarded video ads where users actively engage, interstitial ads are imposed on users without their consent. This lack of user control may heighten the sense of intrusiveness, impacting user retention rates.

8.3 How much does interstitial advertising pay?

The earnings potential of interstitial ads varies based on the type of game they are integrated into. Games can generate revenue primarily from ads, accounting for anywhere from 50% to 100% of their earnings, or from in-app purchases (IAP). The major revenue stream will be influenced by the game genre and chosen monetization approach.

When implemented correctly, interstitial ads can serve as an effective app monetization method. By incorporating playable and video interstitials, developers can anticipate average eCPMs ranging from $10 to $20 in most tier-1 markets. Typically, the average eCPM for interstitial ads falls between $4 and $6.

what is an interstitial ad — The typical eCPM range for interstitial ads is from

8.4 What is the frequency cap for interstitials?

The frequency cap for interstitial ads typically refers to the limit on how often these ads are displayed to a user within a specific period. This limit is designed to control the frequency of interstitial ad impressions that a user experiences, thus preventing an excessive bombardment of ads.

Frequency caps are implemented to optimize the user experience by avoiding potential annoyance or frustration caused by excessive ad interruptions. The specific frequency cap for interstitial ads can vary, but common settings often range from 1 to 3 impressions per user per day, depending on the app, its content, and the overall advertising strategy.

In conclusion, What is an interstitial Ad? Interstitial ads play a significant role in the realm of digital advertising, offering a visually compelling and attention-grabbing format to deliver promotional content to users. Understanding the nuances of interstitial ads, including their optimal usage, frequency capping, and their impact on user experience, is pivotal for app developers and advertisers alike. By leveraging interstitial ads strategically, while keeping user experience at the forefront, businesses can strike a balance between monetization and user engagement, ensuring a rewarding advertising experience for both the users and the advertisers. This concluding perspective underscores the importance of integrating interstitial ads thoughtfully within the digital ecosystem.

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