Interstitial ads are one of the most lucrative types of ad formats on the web today. They tend to have higher conversion rates because they appear after a user clicks to another page, making the transition more natural and seamless when compared to pop-up ads for example. Pop-up ads generally appear at random on a person's screen giving more of an intrusive, disruptive user experience, which often leads to the user leaving the page.
In this article we’ll be discussing what interstitial ads are, how to use them effectively in your digital marketing plan, and what benefits they bring.
Interstitial ads are ads that cover the entire interface of a mobile device or a webpage on a desktop. These ads, if implemented correctly, should transition naturally between clicks, for example, if a user advances to the next level of a gaming app. For this reason, this type of ad format is especially effective for apps with linear use experience. Meaning that the app should have natural pauses where an interstitial ad could be inserted without ruining the user’s experience.
Interstitial ads can come in the form of a video or static post with text and can include rich media, such as audio. Once the interstitial ad appears on the users interface, the user is left with two options in order to move on to the next page, either click on the exit icon to close the ad or click on the ad to visit its destination.
In 2015, Google took a stance against intrusive ad types (like interstitial ads) that negatively affected the user’s experience. If developers don’t follow the Google guidelines when using interstitial ads they will be penalized, which can impact their mobile search ranking.
There are some exceptions to these guidelines, such as interstitial ads being used to show notices about cookies or checking a user’s age.
Assuming you follow all of Google’s guidelines and best practices, using interstitial ads can be extremely beneficial. Some of these benefits include:
If done the right way, interstitial ads have the potential to deliver high-value impressions, boost ad revenue, and increase conversion rates. To maximize your advertising efforts and avoid penalties, make sure to follow Google’s guidelines and best practices. If you need help putting together an interstitial ad campaign strategy, reach out to us by email. We’d love to help!