What are Interstitial ads?

Interstitial ads are expandable ads that can take up a user’s entire screen. They can include rich media such as video to engage users. The ad placement for interstitial ads is particularly important because they take up the entire screen – something that can either positively engage users or disrupt the user experience.

Interstitial ads are full-screen advertisements that appear at strategic transition points within apps or mobile experiences, providing an immersive ad experience. While banner ads tend to take up smaller spaces on the screen, interstitials take over an entire screen for maximum immersion and impactful display between levels in games or apps as they transition or before loading new screens so as not to disrupt user interactions with these ads.

 

Importance of interstitial ads

Interstitial ads provide high visibility and engagement. Their full-screen format captures user attention for increased interaction rates, giving advertisers more ways to engage their target audiences than smaller, less prominent ads. Interstitials may take various forms, such as static images, interactive graphics, or even videos, which provides marketers with flexibility when engaging audiences with advertising messages.

 

Increased engagement

Interstitial ads’ large format and strategically timed placement allow them to produce higher click-through rates (CTR). Their presence during transitions or pauses in app usage makes them less disruptive, encouraging users to pay closer attention, enjoy an enhanced advertising experience, and increase conversion potential.

 

Variety of formats

Interstitial ads come in different forms. Here are just a few:

Static image ads: These are one-page graphics used to promote brands or products.

Video ads: These ads are more engaging because they feature full-screen videos with interactive elements to draw viewers’ interest and hold their interest for longer.

Rich media ads: Rich media ads feature animated or interactive features to increase engagement rates with user interaction and ultimately drive higher engagement rates. Its Best Practices for Interstitial Ads (Below Interstitials).

Adhere to these best practices to ensure interstitial ads perform optimally and don’t cause users undue frustration.

Strategic placement: Interstitial ads work best when placed strategically within an app at natural pauses or transitions, such as between levels in a game or articles, so as not to interrupt user experiences with ads that may otherwise be disruptive or intrusive.

This ensures a pleasant ad experience without interruption from ads that could otherwise pop up unexpectedly during playback or reading time.

Frequency control: Interstitial ads that appear too frequently may become irritating to users. Therefore, they should be restricted so as not to overwhelm the audience with ads during one session.

An effective interstitial ad includes an effective Call to Action (CTA). This encourages viewers to complete certain actions, such as downloading an application or product, making purchases, or gathering more information on it.

 

Conclusion

When used effectively, interstitial ads can significantly enhance user engagement and brand visibility. Their full-screen, eye-catching format ensures advertisers capture attention without disrupting user experiences.