Shortly after the Internet was invented, pop-up ads appeared. These huge, large windows that would unexpectedly pop up in front of users began to cause dissatisfaction. Shortly after that, ad blockers were invented for a more positive user experience.
These ads were abandoned for some period of time, to give way to some other types of ads but now have returned to the digital world with the name interstitial ads.
In this article, you’ll learn all there is to know about interstitial ads, how they work and when to use them.
What are Interstitial Ads? Definition & Meaning
Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site.
They usually appear in places of natural transition, so you can expect them between the content. That’s why you can see them mostly in apps between game levels or lectures.
In case you were wondering how are they different from pop-up, native, and banner ads, the most noticeable difference is their full-screen coverage.
Interstitial ads can come in a form of video, image, text or some other rich media. The users can react to an ad by clicking on the ad to visit the end destination or by closing it and continuing what they were doing.
These ads have to have a very good impression rate to generate a good conversion rate. Unfortunately, in most cases, interstitial ads have accidental clicks that on purpose ones.
Still, if done well, they can generate quite the revenue. Keep reading to find out why are interstitial ads important how to make a great one.
Why is Interstitial Advertising Important?
Interstitial ads are primarily popular among developers and marketers because of their visibility, and therefore, high impression rate.
Well-known companies have seen significant increases in app installs by optimizing interstitials, including Pinterest and Airbnb with an increase of 100% and 300%, respectively.
3 Huge Benefits of Interstitial Advertising
High click-through rate – when it comes to interstitial ads, there to two options for users. They can click on the ad to further explore, or choose the close option to continue with the previous action. So, there’s a 50-50% chance of getting clicked. Still, research shows that interstitial ads have a higher click-through rate than regular banner ads.
Compelling and convincing – since interstitial ads cover the whole screen, the user is less likely to ignore them. They impact better on the user because they pay attention to them, at least for a second.
Solves banner blindness – like said, the whole screen ad is pretty hard to ignore. This solves the problem of the usual banner blindness.
Interstitial Ads Examples & Best Practices
Complement the natural flow
The most important thing to remember when it comes to interstitial ads is that they work for linear user experiences.
That means they should complement the natural flow of user engagement. If you place your ad at an unexpected or unnatural stopping point this will create negative impressions on users.
It’s also important to pause any app actions while the ad is showing so the user can focus solely on the ad.
Consider frequency and timing
Too frequent apps are the main reason for uninstalling the app. Like in most cases, less is more.
If your app requires tapping by users, instead of placing an interstitial ad, try a “loading” or “please wait” screen.
Direct the users to post-click landing pages
Instead of sending the user directly to the website once they click on the ad, consider implementing the dedicated post-click landing page.
Post-click landing pages additionally help with user acquisition. That is because they focus on the persuasive elements and are free of distractions.
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Interstitial Ads & Advertising: Advantages and Disadvantages
3 Examples of Interstitial Ads Advantages
- Interstitial Ads Are Interesting
- Interstitial Ads Are Comprehensive
- Interstitial Ads Capture Attention
3 Examples of Interstitial Ads Disadvantages
- It May Hamper User Experience
- It May Delay Loading Time
- It May Not Complement the Natural Flow
Bonus Information & Use cases of Interstitial Ads
Interstitial Ads Timer
The timing of the close options varies. If it is a case of an image or any non-video ad, then it can be closed right away.
But, if it’s a more common, video type of interstitial ad it can have up to a 5-second delay before the close option.
Interstitial Ads Size
Although the key feature of interstitial ads is their full-screen size, it’s important to make the close option visible.
This is often not the case, and that can ruin the entire user experience.
Interstitial Ads Revenue
Placing multiple interstitial ads in a row or in a small time period can decrease your revenue. It can affect the flow of user engagement, and thus, lead to poor user experience.
To provide revenue, interstitial ads must be placed at the right time, and be short, but interesting enough to cause user actions.
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FAQ Interstitial Advertising
What is an interstitial video ad?
Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site.
Interstitial ads take up the entire screen, make users interact by clicking on it or closing it, and can earn more per click than banner ads.
How much do interstitial ads pay?
Interstitial ads use eCPM to generate revenue. The average eCPM for interstitial ads ranges from $4-$6.
What is a good eCPM AdMob?
The average eCPM for interstitial ads ranges from $4-$6.
Additional resources:
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