Interstitial ad guidance

One of the most primitive digital ad formats was the pop-up ad used in the early days of the Internet. Users would see large windows unexpectedly “popping up” in front of them, surely not lớn be missed. Eventually, pop-up blockers were created khổng lồ provide a more positive sầu user experience so that website browsing was not irritating.

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Eventually, this ad type made its way back into lớn the digital advertising world. Now commonly referred to as an interstitial ad.

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What are interstitial ads?

Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels. Their full-coverage is what differentiates them from other ad types, like pop-up, native sầu, & banner ads.

For reference, here’s an interstitial ads example (left), compared to a pop-up ad (middle) and banner ad (right):


Ad types include text, image, rich truyền thông, and video clip. Users can navigate past any of these by clicking or tapping on the ad to visit its destination or closing it lớn continue what they were doing previously.

The timing of the cthất bại option depends on ad type. Non-đoạn Clip ads will have sầu an immediate close option:


Whereas interstitial video ads may have sầu up to a 5-second delay before providing a close option:

Interstitials can be found on desktop & Mobile (as both iOS and Android full-screen ads). Considering the mobile-first world we live in, this article focuses on Smartphone interstitial ads.

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Penalties for Smartphone interstitial ads

Google now penalizes di động pages containing interstitials, simply because obstructing nội dung on sản phẩm điện thoại with ads is against their guidelines.

On di động devices (smaller screen), it’s not always easy khổng lồ find the ‘X,’ ‘Cthua trận,’ or ‘Continue khổng lồ site’ links. Even when you see it, tapping it is difficult due to lớn its kích thước và placement. So while the desktop version is annoying, điện thoại interstitials can ruin the entire user experience.

As of November 1, năm ngoái, Google’s mobile-friendly test began excluding any di động web page from the “mobile-friendly” category that showed an ứng dụng install interstitial after clicking from the tìm kiếm result page. Then starting January 10, 2017, mobile pages where content is not easily user-accessible from the điện thoại tìm kiếm results may not rank as high.

More disallowed interstitial implementations include:

Immediately upon phầm mềm load or exit

Interstitials ads should not appear immediately after a user clicks on an app:


Or when they try khổng lồ exit the app:


Repeating or recurring

Google does not allow to place an interstitial ad after every user action (clicks, swipes, etc.).


As is displaying back-to-baông chồng ads after the user closes one:


As a rule of thumb, don"t include more than one ad between every two user actions within your phầm mềm.

Unexpectedly launched

Interstitials suddenly appear when a user is focusing on a task at h& (e.g. playing a game, filling out a khung, reading content) may lead to accidental clicks:


Penalty exceptions

Not all interstitials are targeted for penalty, meaning they don’t require a change of ad kích cỡ, design, or position. Exceptions include:

Cookie usage interstitials

Interstitial ads used for cookie consent notifications as required by the EU are permitted:


Age verification interstitials

Google allows age verification interstitials that act as a shield for certain content, such as alcohol-related or adult-related content:


Page-to-page interstitials

Displaying an interstitial ad when a user navigates from one of your pages lớn another page is acceptable. However, if a user can find that page with a Google tìm kiếm, it can’t include any interstitials.

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Why use interstitials?

Interstitial ads are one of the most popular điện thoại ad formats used by developers & marketers because of their high impression rate to increase downloads và revenue. Well-known companies have seen significant increases in ứng dụng installs by optimizing interstitials, including Pinterest & Airbnb with an increase of 100% và 300%, respectively.

Why prefer Interstitial ads:

Larger sizes leave sầu larger impressions on usersHigher impression rates mean higher click-through rates

Interstitials can have downfalls too if not used in accordance with some best practices. Without following the rules and recommendations below, your ads may generate less traffic and conversions, & apps may see lower user retention.

3 interstitial ads best practices

1. Create a seamless flow

When it comes khổng lồ positioning, it’s not only important lớn rethành viên the penalties for certain positions; you must keep in mind that interstitials work for linear user experiences. This means there should be a very clear start & stop points within the tiện ích, and the ads should complement the natural flow of user engagement. By presenting an interstitial at an expected break, distinct stopping point, or user-based pause, you’re much less likely to lớn disrupt the user experience.

It’s recommended they appear before the break page (a page that typically requires a user lớn tap a next (or continue, etc.) button khổng lồ proceed. Ads that appear immediately after clicking a button can be surprising, leading lớn accidental ad clicks, & easily hurt your conversion rate.

Also, pause any ứng dụng actions while the ad is showing. For example, pause any audio output from your main ứng dụng và temporarily halt any intense tasks. This will help ensure the user doesn"t experience slow or unresponsive sầu graphics or đoạn Clip.

2. Consider frequency and timing

One of the main reasons people uninstall apps is intrusive advertising, so be sure not to flood the user with interstitials. It may be tempting lớn increase the frequency, but it can affect the user experience if the ads interrupt the user where they can’t enjoy the phầm mềm.

If an phầm mềm requires frequent tapping by users, consider inserting a delay (a “loading” or “please wait” screen, or a progress bar or wheel) after the kết thúc of a cấp độ before your interstitial ad shows. This gives users a chance to lớn stop tapping the screen và carefully consider what appears next -- again, helping to lớn reduce accidental clicks.

3. Direct targeted traffic to dedicated post-cliông xã landing pages

Make sure your ad offer can be easily accessed by sending prospects directly to a dedicated post-cliông chồng trang đích cần seo instead of your trang web. post-clichồng landing pages help convert prospects inlớn leads since they rely on persuasive sầu elements (compelling copy, convincing testimonials, trust badges, etc.) and không tính phí of distractions (header/footer navigations, social truyền thông media links, etc.)

Consider adding interstitial ads to lớn your campaigns

Interstitial ads have the potential to lớn deliver high impression rates, click-through rates, conversion rates, and revenue. Follow the tips and best practices above to lớn ensure you’re getting the most out of your interstitial campaigns.

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For the most up-to-date ad specs & targeting options, refer lớn the digital advertising specs guide. It contains everything you should know about advertising on every major advertising -- dimensions, file formats, examples, and more -- all in one place. Then be sure to complete your ad chiến dịch with an optimal post-clichồng trang đích from ad lớn post-cliông xã trang đích with — the most robust post-clichồng optimization platsize.

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