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Advertising and Paid Media

Interstitial ads are the kind of ad format that marketers either love, or love to hate, it all depends on who you ask. The numbers demonstrate exactly why clever marketers are falling more in love with them. AnyMind Group data shows that interstitial ads can achieve eCPMs as high as $10.80 in premium markets such as Japan. So for digital marketers trying to reach audiences in the US, it isn't just useful to know how to utilize the best format, it's increasingly becoming a competitive necessity in today's cluttered digital environment.

This is of particular relevance with interstitial advertising, where timing can turn potentially invasive encounters into engaging experiences, and you want the best execution possible.

What Interstitial Ads Mean for User Engagement

Interstitial ads operate by generating what industry insiders call "forced engagement moments." The main difference between banner ads and video ads is that while users can easily scroll past, ignore or otherwise diminish the effectiveness of a banner ad (hello, banner blindness!) interstitials are designed to get in your face. As a user taps the back button after viewing content or user has done certain action in the app the interstitial ad covers the whole screen, the interstitial ad can be a static interstitial or video, interactive ad.

It is simple but intricate mechanics. Interstitial ad units, as the name suggests, are activated during natural break points in the user's task flow to deliver ad messages. Users have the choice to interact with the ad, and can click to go to the advertiser's site, or shut down the ad through a well-defined close action, usually displayed after 5 seconds for video. This coercion has created engagement rates that traditional display advertising can only dream of achieving.

The Psychology Behind Full-Screen Effectiveness

What makes those interstitials so effective isn't just how big they are, it's when they appear. By showing up at natural transition moments, however, these ads take advantage of times when users are already prepared to mentally change gears. And that psychological sweet spot means more people are open to messaging, which is why we have seen engagement rates soar so high across all sectors.

As of June 2022, Statista lists the United States as the market with the highest eCPM (effective cost-per-mille) for full-screen in-app interstitial ads in Android apps, proving that such ads were monetizable.

The bottom line: interstitials work because they fit a desired user behavior, rather than one that's directly opposed. Smart implementation would be understanding this and optimizing for it.

Real-World Examples Proving Interstitial Dominance

Here's how leading brands and platforms are rocking those interstitial ads in different industries:

Gaming Industry Success Stories

Candy Crush Saga shows how ads can sit alongside in-app purchases in a mobile game. Rewarded ads between levels let players earn rewards by watching an ad, adding ad revenue to King's income from in-app purchases. The key? Showing ads to non-paying players keeps the premium experience intact for the people who do spend money.

"For our gaming clients, we've helped them execute these types of strategies with an emphasis on timing and frequency when it comes to getting the most value out of engagements, both in improving user experience as well as revenue," says Armin Haneefa, head of digital at Arfadia.

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"Interstitial ads represent the perfect intersection of user psychology and revenue optimization. When implemented at natural transition points, they transform moments of cognitive pause into valuable engagement opportunities that benefit both users and publishers."

Tessar Napitupulu, Founder and CEO of Arfadia

Mobile games also demonstrate a viable alternative. Interstitials tied to game progression can deliver value relevant to the player, creating a win-win situation for players and advertisers.

E-commerce Giants Maximizing Conversions

Amazon is the king of strategic interstitial placement. Have you ever seen those full-screen product recommendations that come up between adding something to your cart and checking out? That's interstitial advertising at work. Their Prime Membership interstitials show up at just the right time, when users are ready to buy. This timing is not a coincidence, it's all based on optimizing conversion when purchase intent is at its greatest.

The results speak for themselves. By inserting interstitials at these pivotal decision points, Amazon effectively sells more associated products and subscriptions to their Prime service that are unthinkable for traditional banner ads. Their approach demonstrates that interstitials are most effective when the message is one of addition rather than interruption.

News and Media Monetization

As is common with CNN and other big news outfits, they use interstitial ads to strike a balance between free exposure and putting food on the table. Interstitials placed between articles aim to convert readers to subscribers more effectively than persistent banner ads.

The New York Times pursues a similar strategy, displaying full-screen interstitials that promote digital subscriptions and newsletter sign-ups. By placing these ads at natural content end points instead of mid page, they avoid annoying the reader and still convert.

Statistical Proof Across Industries

The numbers don't lie. Per AnyMind Group analysis of 565 mobile app publishers across Asia, interstitial eCPM in Japan peaked at $10.80 in February and the U.S. reached $8.6 in July. Now compare that to the 0.05% average CTR for all display formats that Smart Insights reports from older DoubleClick data, just 5 clicks per 10,000 impressions, and you start to understand the advertising budget migration to interstitial formats.

Key Benefits Driving Advertiser Adoption

1. Unmatched Visibility and Engagement

Interstitial ads also appear to solve the biggest problem with digital advertising: capturing someone's attention. At 100% share of screen, these ads are hard not to notice. That visibility turns into immediate impact.

Full-screen exposure removes the effect of 'banner blindness' seen in classic display advertising. You can't just keep scrolling or pretend you didn't lose your train of thought for a minute, you have to click through or close the ad.

The engagement metrics speak volumes. Banner ads average around 0.05% CTR in the older DoubleClick data cited by Smart Insights, while interstitials fill the whole screen and are designed to draw far more attention. That isn't just a measly increment, it's an extraordinary difference in efficiency of advertising.

2. Superior Revenue Generation

So, let's talk money, the thing that drives your bottom line. Not by a little, interstitial ads not only perform better but also pay better. Way better.

Based on AnyMind Group research covering 565 mobile app publishers across Asia, Japan and the US showed the highest eCPM rates among mature markets, with Japan peaking at $10.80 in February, and the US reaching $8.6 in July. Compare that to banner ads, which Business of Apps puts at $2.50 per 1,000 ad views in 2023 versus $4.50 for interstitials, and you have revenue multiples that change the game for monetization.

3. Enhanced Creative Flexibility

Interstitials have creative possibilities that banner ads can't match. From rich media experiences to interactive playable ads, the new format caters to a variety of content types.

Video interstitials take advantage of the increasing prevalence of video content, as mobile video ad spend keeps growing. Interactive formats allow users to "try before they buy", be it by playing a mini-game or sampling an AR product demonstration. Rich media allows you to tell stories that connect with people emotionally.

This flexibility in creativity results in improved congruence between advertising messages and user expectations resulting in improved engagement and conversion metrics.

4. Cross-Platform Optimization Capabilities

Contemporary interstitial implementations are well-suited for devices and platforms, and scale them on various screen sizes and user contexts appropriately.

It's designed for mobile: Google for Developers describes interstitials as full-screen ads that cover the interface of their host app. Desktop execution uses the larger canvas for more creative impact while keeping the full screen benefit. Tablet designs help to fill this void with dimensions that make the best visual impression possible.

5. Immunity to Ad Blockers

Here's one that has only become more valuable: These interstitial ads mostly bypass ad blockers. Even though a significant share of internet users run ad blockers, interstitials (especially the ones that are served via app SDKs) are still being shown and working.

This is immunity, in the sense that it enables the authority and media channels to reach more constantly and also have more reliable revenue bases. For publishers struggling with high ad block rates, interstitials provide a sturdy framework that ensures monetization, while not interfering with a user's ability to access content.

FAQ: People Also Ask About Interstitial Advertisements

So what is an interstitial ad, exactly?

Fullscreen interstitial ad is a kind of advertisement unit displayed at natural transition points of a mobile app/website or mobile web (for example, during page/game level transition or as a video pre-load, usually it's inserted between game pages or level selection). While banner ads merely take up a small part of the screen, interstitials appear as a single front-and-center ad the user must engage with or opt out of.

What is special about interstitial ads compared to other types of ads?

Interstitial ads fill rather than interrupt natural points of pause in the user experience, between game levels, article pages, or sections of an app. They pop up only when users are already switching between content, creating a less interruptive ad experience than a random pop up. I suspect this snappy timing is what makes these ads click so much more than paid click on banners or native ads.

Why are interstitial ads better than banner ads?

Interstitials take up the whole screen, so they draw far more attention than banners. And users can't avoid them, which has created what experts describe as "forced engagement moments." Full screen also means richer creative and bigger more obvious call to action buttons.

When should you show interstitial ad to user?

Best practices dictate that interstitials should be shown only at natural stopping points, not when people are in app content consumption mode. Best Time To Do: Between levels, post-article, app section toggle and significant actions performed by the user. Google AdMob Help says interstitial ads are best placed at natural app transition points, and Publift advises against showing them during app load or exit.

Do interstitial ads work for every kind of business?

Interstitial ads are particularly effective for mobile apps, gaming, e-commerce and media companies. They work especially well with businesses that have natural content breakpoints. But businesses that are service based, or need immediate access to the information, may not find them workable. The success is largely dependent on the implementation strategy and user experience, they said.

What are the downsides of interstitial advertising?

The biggest cons are users could get annoyed if overused, slower load times than banner ads and users leaving the application in a higher rate if badly implemented. Search engines may also penalize sites that display intrusive interstitials, something that can hurt SEO performance.

How much money you can make with interstitial ads?

Revenue is highly variable by country. AnyMind Group data shows interstitial eCPMs reaching $8.6 in the U.S. in July and $10.80 in Japan in February 2024, while Business of Apps puts 2023 interstitial eCPMs at $4.50 versus $2.50 for banners.

Related Terms

Ad Impression - Single instance of an advertisement being displayed to a user
Ad Exchange - Digital marketplace where advertisers and publishers buy and sell advertising inventory in real-time
Programmatic Advertising - Automated buying and selling of digital ad inventory
Display Advertising - Visual advertisements on websites, apps, and social media

Expert Tips for Maximizing Performance

Strategic Timing is Everything

The fine line between a good interstitial and a bad interstitial? Timing. Only show ads in a natural transition moment, before a game level starts, after an article finishes or when changing sections in your app. If you can, avoid interrupting people in the middle of a task or the moment they open the app! Google Search Central warns that intrusive interstitials and dialogs can frustrate users and make it hard for search engines to understand your content, which may lead to poor search performance.

Implement Smart Frequency Capping

More isn't always better. Publift notes that Google sets a cap of one interstitial per hour per unique user, and that cap is a maximum, not a goal. Begin with one ad after a set number of major user actions and tweak based on engagement metrics and user feedback.

This is for interstitials, put user experience first and performance will follow.

Design for Easy Dismissal

Close buttons should be prominently displayed, large enough for touch, and easy to find. A video ad should be skippable after 5 seconds. Suppressing or disguising exit options might boost "engagement" metrics in the short run, but it squanders user trust and long-term value.

Optimize Load Times Religiously

Slow-loading interstitials drive users away. Pre-load ads when user is not in app state for seamless rendering on trigger. Interstitial ads expire after one hour, keep that in mind and apply some smart refresh.

A/B Test Everything

What is effective for one audience can fall flat in front of another. Experiment with creative format (static vs. video vs. playable), timing (which points of transition work best), frequency (when you hit your audience's tipping point) and targeting (demographic, behavioral, contextual).

Platform-Specific Optimization

Each platform has unique characteristics. iOS users are often described as higher value but lower volume than Android users, yet eCPMs vary: Udonis data shows Android interstitial ads had higher eCPMs than iOS interstitial ads in all the countries it covered. Desktop users have more patience for interstitials, but they want the creative to be better. The growing number of mobile users expect quick load times and simple ways to dismiss these interruptive experiences. Gaming apps may raise the frequency limits above what utility apps can push. Tailor your approach accordingly.

Common Implementation Mistakes to Avoid

Interstitials tripped up even seasoned marketers. Here are the most expensive mistakes we witness:

Excessive frequency begets app uninstalls and user rebellion. Just because you are able to put an ad one place doesn't mean you should. Keep a close watch on user retention metrics and turn off the tap at the first hint of decay.

Bad timing is the biggest killer of user experience. Displaying an interstitial as soon as the app is opened or the site visited is the equivalent of slamming the door in someone's face digitally. Don't post it when people have clicked on your content and got to a logical end of it.

Ignoring mobile considerations costs conversions. Screens are small, fingers are clumsy, and people are impatient. Be sure touch targets are accessible, and close buttons are clear as daylight.

Ad spend wasted and users aggravated: it costs money to build and advertise the content, and if everyone leaves the page because the ad never loads, your campaign has failed. As the load time increases, it eats away a chunk of engagement every second. Use aggressive caching and preloading techniques.

There is the risk of being banned or penalized for breaking a platform's terms. There are clear instructions on when and where to use interstitials in Google, Apple, and other platforms. Keep yourself updated on policy changes and whenever in doubt, err on the side of caution.

Best Practices and Expert Recommendations

Technical Implementation Guidelines

Consider Google AdMob Help for best results: it recommends pre-loading interstitial ads to reduce latency and avoiding an interstitial every single time the user does an action. Make sure ads are formatted properly for portrait and landscape orientations, and are seamlessly integrated into your app navigation.

Leverage mediation platforms such as Appodeal or Google AdMob to tap into multiple demand sources and boost fill rates. This strategy can help raise eCPMs compared with single-network integrations.

Content Strategy Alignment

Yes, this cutely suggests living up to this principle of interstitial creative, but then again, make ads useful for users, not just advertising! Provide real value, entertainment, or incentives.

Would be beneficial to introduce rewarded interstitials where players are rewarded with in-app utility for viewing ads. This strategy converts potential frustration into a good user experience and keeps the engagement rates high.

Performance Monitoring and Optimization

Monitor other critical metrics other than CTR and eCPM. Track user retention, session length, and app store ratings to make sure interstitials are not killing users' experience. The ideal interstitial strategy will monetize without decreasing the quality of the user experience.

Use this thought process to interstitial optimization, think about long-term user value, not short-term revenue spikes.

What Makes Interstitial Advertising So Strategic?

Interstitial ads are more than just a new ad format, they represent a broader transformation in how we imagine digital advertising engagement. The format has already demonstrated its value across all major digital platforms, with Business of Apps forecasting eCPMs of $4.80 for interstitials versus $2.80 for banners by the end of 2024.

The key to success is not how much you show it, but how carefully you implement in a manner that considers the user experience alongside the revenue opportunity. The brands making interstitials work know that the money in monetization is creating value, not just interrupting to capture attention.

Also for interstitial ads: the spark that ignites engagement when included in a full-blown digital strategy.

Today, the issue for digital marketers is not whether to use interstitials, but how to make the most of them. Focus on organic transition points, respect frequency caps, and make certain your implementation doesn't negatively impact user experience in the name of revenue goals. Monetizing a mobile app, driving e-commerce conversions or building a media subscription business, across all of these opportunities, interstitial ads offer unparalleled potential for revenue growth.

Just keep in mind, with great screen space comes great responsibility. Use it properly, and the success will come.