Interstitial Video Ads: How to use them

Interstitial ads are full-screen adverts you might see at transition points (e.g., between the game levels) on websites and mobile apps. The main difference between such ads and classic banners or pop-ups is the size – interstitials cover the whole screen.

Interstitials are multimedia advertising that includes text, videos, images, sound, and the possibility of interacting with users. Currently, they are one of the most popular formats of programmatic ads, which we have already mentioned in one of our articles .

Types of interstitial ads

There are two types of these ads:

1. Static banners at transition points on gaming apps, news outlets, and other media;
2. Video ads that can be closed/skipped after 5-10 seconds (sometimes more) of watching.

How to use interstitial ads – recommendations

• When using these ads, you must remember that Google sets specific requirements. One is the possibility of closing or skipping the ad. You may allow a few seconds for this option to appear, but eventually, it must become available.
• Remember that interstitials affect the user experience. For this reason, the transition points where the creatives are shown must be clearly determined, as well as the points when they disappear. In addition, the app should remain unchanged.
• One of the current mobile app problems is an accidental ad click. To avoid them, place your banner or video before the “Continue” (or similar) buttons. If you show the ad after, accidental clicks are guaranteed.
• Don’t use interstitials (and any other ad format) too often. Remember, the abundance of commercials is one of the main reasons apps get uninstalled.
• After users click an ad, it should redirect them to the product or service landing page, where they can immediately place an order. Don’t forward them to the main page, as it won’t help you increase the conversion rates. The ad must send users directly to the selling page.

Advantages of interstitial ads

Using this format, advertisers can significantly increase their ad campaign efficiency, whereas publishers get a solid chance to monetize inventories.

What is it like in practice? According to one of the posts on the AdMob blog, Brighthouse game developers added interstitials to their White House 4 app. The case has exceeded all expectations – the app revenue has increased by 130%. Moreover, interstitials are now generating up to 60% of the developer’s income.

Another case mentioned by martech.org reflects the experience of two well-known companies – Pinterest and Airbnb. By optimizing interstitial ads, they managed to increase the download numbers for their apps by 100 and 300 %, respectively.

In addition, publishers benefit from integrating interstitials with their products, as this is one of the most expensive ad formats. According to Statista, as of June 2022, the CPM for full-screen interstitial Android app ads was USD 10.45 in the USA, USD 9.10 in Australia, and about USD 7 in South Korea. For traditional banners, the numbers in the USA are 85 cents for Android and USD 1.10 for iOS.