What are Interstitial Ads and Should You Use Them?

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.

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 over a webpage on desktop. 

Interstitial ads are displayed at natural transition points; 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

interstital ad example

From the 12th of November 2020, Google announced that the interstitial ad format is used for desktop. However, we suggest being careful with this format on desktop since there are no stats on how well it performs. So, as interstitial ad format is more common for mobile and apps, we will focus on mobile interstitial ads in this article.

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.

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.

Conclusion

We suggest using interstitial ads for your mobile site 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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