Interstitial Advertising
Interstitial advertising is a digital advertising format that appears over the main content of a website or app, fully or almost fully covering the user’s screen. Simply put, it’s a full-screen ad that appears between transitions or while interacting with content.
Where is it Used?
Interstitial advertising is most often found:
- In mobile apps.
- On mobile versions of websites.
- In online games.
- During transitions between pages.
- During a pause in service usage.
For example, an ad might appear:
- After completing a level in a game.
- Before opening an article.
- When transitioning to the next screen in an app.
Formats
Interstitial ads can be:
- Static banners.
- Animated creatives.
- Videos.
- Interactive formats.
- Ads with the ability to instantly install an application.
Usually, the user has the option to close the ad after a few seconds.
Advantages
- High visibility level (100% of the screen).
- High CTR (Click-Through Rate) compared to standard banners.
- Strong visual impact.
- High brand recall.
Disadvantages
- Can annoy users.
- Increases the risk of bounces.
- Poor configuration degrades the user experience.
- Search engines may lower a site’s ranking if the format is overused.
When to Use It
Interstitial advertising is effective for:
- In mobile apps.
- Promoting apps and games.
- Performance campaigns.
- Launching new products.
- Driving installs or registrations.
Important Recommendations
- Do not show the ad immediately after the page loads.
- Do not completely block access to content without an option to close.
- Consider frequency capping.
- Test the format’s impact on audience retention.
Key Takeaway
Interstitial advertising is a full-screen format with high visibility and effectiveness, but it requires careful use. When properly configured, it can significantly increase conversions; however, excessive use can worsen the user experience and reduce audience loyalty.
