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Interstitial ads are full-screen ad placements that appear at natural breaks or transition points in a user’s app or web experience.
These interactive ads grab attention by filling the whole screen at set points in a user’s online experience. The user can opt to close the ad or click through to its destination.
Although most associated with mobile apps, interstitials can also be used on mobile or desktop websites. They come in various formats, including static (for images or text) and rich media (for video).
Interstitials shouldn’t be confused with pop-up ads: while it may seem that both interrupt your experience, pop-ups only cover a small area, while interstitials fill the whole screen. As a result, interstitials should only be used at natural breaks in the user’s activity. Banner ads, meanwhile, are fixed at the top or bottom of the screen, making them vulnerable to “banner blindness”.
As mentioned, interstitials appear at natural transition points in an app or website experience, such as between game levels. Because they fill the screen and are generally immune to ad blockers, they can be seen as intrusive. That’s why Google imposes penalties for misusing interstitial ads (more on this below).
Interstitial ads are interactive because the user can choose whether or not to engage. If they click on the ad, they’ll be taken out of their app or site to the advertiser’s destination. Alternatively, they can tap the cross to shut down the ad and continue their activity. Static ads can generally be closed immediately, whereas videos may require the user to watch for a set duration (typically five seconds).
Interstitial ads can be used on different devices – let’s take a closer look.
These types of interstitials are full-page ads served during mobile app navigation. They’re displayed at natural transition points in the app, like launch, game level load, or video pre-roll.
These ads are great for brand advertisers: they’re highly engaging and impossible to ignore. And, as we know, boosting user engagement is a bullet-proof way to guarantee more clicks and conversions.
Just like app interstitials, these are full-page ads. The difference is that they’re displayed between page views on a mobile website, helping publishers to monetize their web pages.
Mobile web interstitials can’t be shown as soon as a user lands on your site. They’re activated when the user navigates between certain pages, and are frequency capped to protect the user experience. This means some types of mobile site — like single page or infinite scroll — won’t be suited to interstitials.
Desktop interstitials work in a similar way to mobile ones, appearing between page views on a desktop website, and are subject to similar restrictions. These interstitials are less popular than their mobile counterparts: while they’re lucrative for publishers, they’re more intrusive for users and may not garner enough views to be profitable for advertisers.
Interstitial ads are popular with both advertisers and publishers — here’s why.
The above benefits are all relevant to publishers (app or website owners) too. That’s because they all contribute to higher revenue.
Advertisers are willing to pay for this level of reach and engagement, while frequency capping gives publishers a high level of control over who sees which ads and when. This means publishers can charge a premium for their inventory and achieve a healthy eCPM.
While interstitial ads might seem like the dream ticket for advertisers and publishers looking to boost revenue, the experience isn’t always so positive for users. There’s no doubt these ads can be intrusive, and that’s why Google introduced rules to minimize user frustration.
Brands and publishers must comply with Google’s policies aimed at protecting users from intrusive online advertising. Those that don’t will face financial penalties and risk having their website ranking lowered.
The following are not allowed under Google’s interstitial rules:
There are a few exceptions: interstitials are allowed for legal obligations, like cookie usage or age verification, and when moving to another page that can’t be found via Google search (crossing a paywall, for instance).
Before implementing interstitial ads on your app or site, consider the following best practices to get the most out of your campaign:
The when and where of your ad placement is crucial. Use A/B testing to ensure your ads are placed at natural user breaks in your app or on your site.
For example, in a gaming app, ads should be placed at the end of a completed level. For a news mobile site, you can place interstitials in between articles.
It’s always best practice to place ads after a user has interacted with your site, rather than interrupting their flow at a crucial point (a Google no-no).
It’s not just about where you serve interstitial ads, but how often. Don’t place ads at every break — not only is that annoying for users, it would breach the Google policy outlined above. A/B testing can help you find the frequency that will still engage and delight users, boosting engagement and retention.
While it’s tempting to keep all eyes locked on your ad, remember that users haven’t chosen to view it — and it’s important to offer them a way out if they want it. To give users back some control, don’t force them to watch lengthy videos or search for a hidden X to exit.
Interstitial ads are full-screen ads that appear at natural transition points in a user’s online experience. They’re interactive, giving users the choice to close the ad or click through to reach the advertiser’s destination.
Unlike pop-up ads, which cover a small portion of the screen, interstitial ads fill the entire screen, making them more prominent but also potentially more intrusive if not used properly.
Interstitial ads can be used in mobile apps, mobile websites, and desktop websites. However, their potentially intrusive style means they should only appear during natural breaks or transitions in the user’s activity.
Interstitial ads offer high visibility, engagement, and click-through rates, as well as broad reach and creative flexibility across various devices.
Publishers benefit from interstitial ads through higher revenue, premium inventory pricing, and controlled ad frequency, enhancing both user experience and profitability.
Google imposes penalties on websites that misuse interstitial ads, for example by displaying them at inconvenient times or covering essential content, to protect users from intrusive advertising experiences.
Best practices include placing interstitials only at natural user breaks, not using them too frequently, and designing ads with clear exit options to maintain a balance between engagement and user experience.
