What are Interstitial Ads?
Interstitial Ads are designed for apps that allow a full screen display of the ads at the beginning, during a pause or at the end of an action as part of an organic and natural process. These ads tend to be dynamic, colorful and ideally suited for gaming apps.
How Interstitial Ads Work
Users control the engagement
Users are always looking for ways to control the engagement within their apps. At the same time, advertisers want to capitalize on this engagement for their benefit. Interstitial ads provide that happy medium for both users and advertisers because they compel users to act at organic transitions in the app's flow. In other words, these ads encourage engagement prior to an action, during a pause or when an action terminates. Users can also decide not to engage with the ad at all. Because these ads cover the entire screen, developers have found creative ways to entice users to click and take an action. Interstitial ads are larger so the ads grab attention and stoke interest.
Gaming apps work best
Gaming apps revolve around timing and levels of play. These are ideal characteristics for interstitial ads. Users may see the ads before the game starts, during a pause in the middle of the game or when the game is over. The ad may display when users transition from one level to the next. Google suggests that the ads work best if users only see them after every two actions. If the ads appear after every single action, users may show their frustration by closing or even uninstalling the app. Developers who want to use interstitial ads should consider creating an app flow chart to indicate the best places, times and frequency to display the ads.
Best practices equal success
Developers who aren't aware of best practices for using interstitial ads can miss out on higher user retention rates. Avoid displaying the ads while the app is loading or at the exit screen. A big no-no is for ads to pop up while users are at play in the heat of battle during a gaming app. It's like having the power go out during the Superbowl. Additionally, the user should expect to see interstitial ads at regular intervals and start and stop points. As long as gaming is not interrupted by unnecessary ads, users may decide to engage with a click. But If there's any question about frequency, developers would be better served by using banner ads instead.
Why Interstitial Ads Matter
They can deliver higher retention rates
Interstitial ads are big, splashy ads that occur naturally during certain intervals within an app. Programmed correctly, these ads are designed to impress users with all the bells and whistles of the most effective ads. Since they use all of the space on a screen, users tend to click through more often and deliver better retention rates than other kinds of app advertising.
They have useful in-app metrics
Every platform uses metrics to follow what users are doing. Apps use informative metrics to tell the user's story. These metrics measure how much time the user spent on the app and how and why they engaged with it. This information can help developers improve interstitial ads and learn more about which ad characteristics produce clicks and deliver high retention rates.
Timing is everything
Interstitial ads depend on good timing within the app. Too many ads can turn off the user. Ads that interrupt a user's state of play on a gaming site could lead to a devastating uninstall. Effective ads encourage positive brand recognition and high user engagement.