What are Interstitial Ads and Should You Use Them?

#Ad Types
what are interstitial ads?

Interstitial ads now are one of the most popular ad formats available on the web. If interstitials are implemented correctly, they avoid more accidental user clicks and intrusive advertising compared to pop-up ads.

In this article, you will learn more about interstitial ads and how they are different from pop-ups. Moreover, we will explain the benefits and reasons why publishers tend to choose this ad format.

Table of Contents:

What are Interstitial Ads?

Interstitial ads are noticeable ad formats that cover the interface of the site. These ads fill the screen on a mobile device or either float in a webpage on a desktop. 

For example, an interstitial will appear in full-screen when a user clicks to another page. Pop-up ads, however, can appear immediately, even if a user hasn’t made any actions on the site.

Pop-up ads may give new users a more intrusive feeling, meaning that if the ad appears on the page immediately, the new user can leave the site right away. However, with interstitials, the user can explore the main page, and only by clicking, he will see the ad.

Examples of Pop-up, Banner and Interstitial Ads

interstital ad example

On the 12th of November 2020, Google announced that the interstitial ad format is also used for desktop. We have seen that thanks to this ad format, one of our client managed to increase ad revenue by 42%. Usually, interstitial ad format is more common for mobile and apps.

Interstitial Ads Example

How do Interstitial Ads Work?

Interstitial ads work as large-sized ads and are only served when users have switched to another page or, for example, completed a game app’s next level.

When a user visits your site through a mobile device, the interstitial ad will only appear if he does another click on your site.

Why Use Interstitials?

Interstitial ads will increase a website’s ad diversity. Thanks to this ad format, publishers can deliver a diverse ad experience for their users, thus minimizing “banner blindness,” increasing overall ad engagement, and maximizing ad revenue.

It’s worth mentioning that interstitial ads have higher CTRs (click-through rates) than, for example, banner ads.

Interstitials also provide animated and interactive content, also known as rich media.

What is the best frequency capping for interstitial ads?

Google sets frequency capping by default–1 interstitial ad displayed in an hour for 1 unique user. This capping limits the number of times an interstitial ad will appear to the same user. So, you don’t have to worry that the user will see the ad every time he switches the page.

3 Tips You Should Keep In Mind

  • Don’t overcrowd your website with too many ads; it can affect your traffic and increase bounce rate.
  • Avoid working with multiple Google accounts because there is a possibility that interstitials will be displayed more than allowed.
  • Avoid custom templates–you shouldn’t change the frequency capping set by Google.


We suggest using interstitial ads for your mobile site and website because they enable high-value impression delivery and increase your ad revenue. Follow the tips we mentioned above, and you will achieve the best result out of interstitials.

If you want to try an interstitial ad format for your website, contact us at  [email protected], or if any questions, leave a comment below.

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