Interstitial ads have long been a staple in the world of online advertising. These full-screen ads, which appear between content transitions (like when moving from one page to another, or between levels in a game), are incredibly effective for capturing attention and generating revenue. However, while interstitials can be a powerful tool, they can also be intrusive if not used correctly.
So, how can publishers make the most of interstitial ads, without frustrating their users? In this post, we’ll dive into best practices for using interstitial ads effectively, ensuring they work for both your business and your audience.
What Are Interstitial Ads?
First, let’s quickly cover what interstitial ads are. Interstitial ads are full-screen advertisements that pop up at natural transition points during a user’s journey on your website or app. For example, they may appear when a user clicks from one page to another, when they finish reading an article, or when they are waiting for a video to load.
Because they cover the entire screen, interstitials tend to get noticed more than smaller, banner-style ads. But with great visibility comes the potential for frustration if not handled carefully.
Why Should Publishers Use Interstitial Ads?
When done right, interstitial ads can be highly lucrative. They are impossible to ignore because they appear at key moments when users are already transitioning. This makes them more likely to capture attention compared to other ad types.
When properly targeted and placed, interstitial ads can be highly relevant to the user, which can lead to better engagement and higher click-through rates (CTR).
Due to their large format and high visibility, interstitials tend to command higher CPM (cost per thousand impressions) rates than smaller display ads. For publishers, this can translate into more revenue per ad impression.
What Are The Best Practices For Interstitial Ads?
The key to maximizing the benefits of interstitial ads lies in using interstitial ads thoughtfully and strategically. Let's take a look at some best practices for doing just that.
1. Consider When The Ads Appear
One of the most important things to consider when implementing interstitial ads is the timing. When they appear can greatly affect how users perceive them.
It’s important to avoid interrupting the user flow. Avoid showing interstitial ads in the middle of reading an article, or while a user is engaged with content. Interruptions like this can frustrate users, potentially causing them to leave your site or app. Instead, place interstitials at natural transitions, such as after a user finishes reading an article, or before they navigate to a new page.
Interstitials work best when shown at a moment when the user is about to leave or transition naturally. For example, displaying an interstitial ad before the user clicks the "Next" button, or after they’ve been on a page for a certain period of time can be less intrusive.
Showing interstitial ads too frequently can annoy users and cause them to bounce. Use frequency capping to ensure that users don’t see the same interstitial ad too often. It’s all about striking the right balance between visibility and user experience.
2. Make Sure Your Ads Are Mobile-Friendly
In today’s world, a significant portion of web traffic comes from mobile devices. As such, it’s crucial that your interstitial ads are optimized for mobile. Mobile users typically have less screen space and are more likely to abandon a site if it’s difficult to navigate, or if ads slow down their experience.
Ensure that your interstitial ads are responsive, meaning they automatically adjust to fit the screen size, whether on a phone, tablet, or desktop. This is especially important for ads that include images or videos.
Nothing frustrates a mobile user more than slow-loading ads. Optimize your interstitials for speed, so they load quickly and don’t impede the user experience.
On mobile devices, interstitials that pop up without warning can be particularly disruptive. Be mindful of the timing and placement, ensuring they don’t negatively impact your mobile users.
3. Provide a Clear Close Option
One of the most common criticisms of interstitial ads is that they can be hard to close. Publishers need to ensure that users can exit the ad easily and without frustration.
Always provide a clearly visible and easy-to-click "X" button or "Close" option. If users can’t quickly find a way to dismiss the ad, it creates a poor experience and may drive them away.
Where possible, allow users to control the frequency and timing of the interstitials. For example, offering a “Do not show this again” option can give users more autonomy and create a more positive experience.
Ensure that the close button is not hidden by other page elements or positioned in a way that makes it hard to tap. If users can’t easily skip the ad, they’re more likely to abandon your site.
4. Keep Ads Relevant And Targeted
Like any form of advertising, the key to success with interstitials is relevance. If the ad aligns with the user’s interests, they’re more likely to engage with it. Conversely, irrelevant ads can lead to frustration and a higher bounce rate.
Use contextual targeting to serve ads based on the content the user is viewing. For example, if a user is reading an article about travel, show them interstitials related to travel deals or flight discounts.
You can also use behavioral data (with user consent) to target interstitials based on browsing history. Showing users ads for products they’ve shown interest in can lead to higher engagement and conversions.
Try experimenting with different ad formats - images, videos, or even interactive ads - to see what resonates most with your audience. Offering variety can help maintain user interest and improve ad performance.
5. Follow Legal And Ethical Guidelines
When using interstitial ads, it’s important to be aware of legal and ethical guidelines, especially when it comes to user consent and privacy.
In the EU, the General Data Protection Regulation (GDPR) requires that users be informed about data collection practices. Make sure your interstitials comply with GDPR by providing clear opt-in and opt-out options for data collection and ad tracking.
Ad networks like Google have strict policies regarding interstitial ads. For example, Google’s policies prohibit interstitials that prevent access to content (such as those that block the entire page or require excessive user interaction before content can be viewed). Make sure your ads comply with these policies to avoid penalties.
Avoid using deceptive or manipulative ad tactics, such as those that trick users into clicking by mimicking buttons or game elements. Transparency and honesty should always be the foundation of your advertising strategy.
6. Monitor And Optimize Performance
Like any other advertising strategy, it’s important to track the performance of your ad units, including interstitial ads, to ensure they’re delivering the desired results.
Monitor key performance indicators (KPIs) such as CTR, CPM, bounce rate, and user engagement. This will give you insights into how well your interstitials are performing and whether users are interacting with the ads as expected.
Test different variations of your interstitial ads to see which formats, messaging and placement strategies generate the best results. Constant testing and optimization will help you refine your approach and maximize ad revenue.
Key takeaways For Publishers
When used correctly, interstitial ads can be a highly effective monetization tool for publishers. They offer excellent visibility, can command higher CPM rates and drive user engagement. However, their full-screen nature means that they can also be disruptive if not carefully managed.
By following best practices such as strategic timing, mobile optimization, ensuring a clear close option and keeping ads relevant and targeted, you can create a positive experience for your users, while boosting your ad revenue. As with any ad format, the key is to strike the right balance between user experience and monetization. When done right, interstitial ads can be a powerful addition to your advertising toolkit.
Still not sure where to start? Our friendly team of Snigelers are here to help you along your ad monetization journey. Reach out to us today.
Ira supports our team and publishers by creating awesome guides on the latest AdTech trends. Ira's background is in software development, communications, and media.
