Interstitial ads have become an essential part of digital advertising, particularly in mobile app marketing. As full-screen ads that cover the user interface of their host app or website, interstitials demand attention, making them a powerful tool when used effectively. However, maximizing their impact requires a deep understanding of how they work, their best practices, and the ideal frequency for showing them to users. In this article, we will explore all of that, providing a comprehensive guide to mastering interstitial ads.
What Are Interstitial Ads?
Interstitial ads are full-screen ads that appear at natural breaks or transition points within apps or websites. Unlike banner ads, which occupy part of the screen, interstitials take up the entire display, ensuring that users cannot ignore them. These ads can be images, videos, or interactive content, and users typically have the option to either engage with the ad or close it.
Interstitial ads are most commonly used in mobile apps, but they can also appear on websites. Due to their full-screen nature, they are particularly effective for catching users' attention, often resulting in higher click-through rates (CTR) compared to other types of ads.
Types of Interstitial Ads
Image-Based Interstitial Ads: These ads display static or dynamic images that are relevant to the user's journey.
Video Interstitial Ads: Full-screen videos that often deliver more engaging, story-based content. Video ads are usually shorter and concise, capturing users’ attention in a limited time.
Interactive Interstitial Ads: These ads allow users to engage with the content, offering a more immersive experience.
Best Practices for Interstitial Ads
To make the most of interstitial advertising, it's important to follow some best practices. Improper use of these ads can lead to frustration and cause users to abandon the app or website.
1. Use at Natural Breaks
Interstitial ads work best when they are placed at transition points, such as between levels in a game, when moving from one page to another, or after a video has ended. This prevents disruption in the user experience, as they expect a pause or change at these moments.
2. Keep Ads Relevant
Showing users ads that are irrelevant to their needs or preferences can hurt engagement. Tailoring interstitial ads to the user’s behavior and interests increases their effectiveness. Use data to target the right users with the right content.
3. Clear Call-to-Action (CTA)
The success of an interstitial ad depends on its ability to drive action. Ensure the ad has a prominent, easy-to-understand CTA that guides users on what they should do next, whether it’s downloading an app, visiting a website, or making a purchase.
4. Control Ad Frequency
Flooding users with interstitial ads can backfire, leading to ad fatigue and irritation. Implementing a proper frequency cap ensures users aren’t overwhelmed, maintaining a positive user experience while maximizing ad revenue.
What Is the Best Frequency Capping for Interstitial Ads?
Frequency capping refers to limiting the number of times a particular user is shown an ad within a certain time frame. This is a crucial aspect of interstitial advertising as it helps balance engagement without overloading users.
The optimal frequency depends on the type of app or website, but a general rule is to limit interstitial ads to no more than one per user session. This provides ample opportunity to display your message while avoiding disruption. Some apps use a frequency cap of one ad per every two or three actions, such as after every two levels in a game.
Testing and tracking user behavior are critical to finding the sweet spot for ad frequency. Too few ads can leave revenue on the table, while too many will negatively affect the user experience.
Interstitial Ads Examples
Here are some common scenarios where interstitial ads excel:
Mobile Games: A game might show an interstitial ad between levels. This placement is effective because it doesn’t interrupt gameplay and appears at a natural break.
E-Commerce Apps: After users add items to their cart but before completing a purchase, an interstitial ad offering a discount or promotional offer could incentivize them to finalize their order.
News Websites: When a user finishes reading an article and is about to move on to the next one, an interstitial ad promoting another related story or a product can fit seamlessly into their experience.
How Much Do Interstitial Ads Pay?
The payout for interstitial ads depends on several factors, such as the ad format, platform, geographic location, and the specific industry. On average, the Cost Per Thousand Impressions (CPM) for interstitial ads ranges between $4 and $10, though it can go higher for video interstitials. Video ads tend to have better engagement rates, leading to higher payouts for advertisers.
Interstitial Ads vs. Banner Ads
While interstitial ads take up the entire screen and demand user interaction, banner ads only occupy a small portion of the screen, typically at the top or bottom. This distinction is significant because interstitials are far more engaging, though banner ads are less disruptive.
Interstitial ads are ideal for those looking for high-impact placements, especially in gaming or entertainment apps. On the other hand, banner ads can be preferable in situations where a less intrusive ad experience is desired.
Conclusion
Interstitial ads, when used thoughtfully and strategically, can significantly boost engagement and revenue. By adhering to best practices—such as showing ads at natural breaks, capping ad frequency, and creating relevant content—businesses can enhance user experience and maximize returns. Testing different approaches and continuously optimizing will lead to better results, ensuring that interstitial ads become a valuable part of any interstitial ads best practices mobile advertising strategy.