Interstitial ads are advertisements that cover the entire screen of their host application. Unlike banners or pop-ups, interstitial ads can require a user’s full attention for a certain length of time until they disappear of the customer clicks away. Some app and website owners may be wary of allowing such aggressive digital media marketing or advertising on their app, afraid it may scare away or annoy consumers. However, interstitial ads have their benefits. It’s time to weigh the pros and cons of interstitial ads so that you can decide if they are right for your app.
Interstitial ads are more effective than banners or pop-ups because they involve a direct call-to-action. The user cannot move on in the application until the watch the advertisement or click out of it, which captures their attention immediately. The math proves it, as many app brands, like Aventail, have seen increases in views, clicks and conversation rise dramatically with their use of interstitial ads. This is an important point to consider if you’re looking to add interstitial advertising to your app – when the ad does the job what else could you ask for?
Interstitial ads are undoubtedly useful, but they may also hinder the experience of app use for some consumers. For starters, the size of interstitial ads makes them much more likely to slow the app and eat up bandwidth, which may increase loading time. They are often used during “breaks” in an app – such as when a player is transitioning between levels in a game – and can often hinder the flow of the app itself. Interstitial ads can be risky in this instance, especially if you use too many, so it’s important to consider this con before diving in and causing your own app to crash.
Interstitial ads defeat the problem of limited advertising space in an app because they take up the whole screen and then disappear once their purpose has been accomplished. The size of these ads enhances their effectiveness with the consumer, too. Taking up the full screen forces the user to interact with interstitial ads one way or another. This is especially effective with mobile app platforms that have limited screen space. The more space you have to advertise, the more money you can make. It’s a win-win!
One perception of interstitial ads is often that they are annoying. Many users feel that these full-screen ads interrupt their app-time, especially because they can’t just easily swipe away from them. Interstitial ads can be beneficial in requiring user interaction, but they can also be harmful. Some users may get tired of waiting 10-30 seconds to close an ad, which may lead to them uninstalling your app entirely. Interstitial ads require some careful thought before you can be sure they will work, which is why you need to consider these cons.
Timing Interstitials Appropriately
Depending on your content, application or ecommerce solution, interstitial ads can be used highly effectively with strategic timing tactics. There are a few ways to time interstitials properly. First, consider the action that is being completed. For web users, a new page might start with an interstitial ad or after a period of seconds that shows the user is engaged in the content. Or, if used on a gaming application, then it could be during a break in action when the user might expect an ad or two. Testing for proper timing could help increase digital advertising revenues.
Interstitials vs. Banners
Interstitial and banner advertisements have recently been competing for the title of best mobile advertising strategy. However, in order to pick what side of the debate you land on, you have to understand the fundamental differences between interstitial ads and banner ads. Interstitial advertisements are full screen ads that cover the original content the user is trying to view until they are scrolled past, closed out or a certain length of time has passed. Banner ads, (also known as display ads), on the other hand, are smaller advertisements that are typically found at the top or bottom of the user’s screen. Keep these differences in mind when considering which types of mobile ads to invest more money into.
When deciding what kind of ads to feature on your app, it’s important to consider the benefits and downfalls that could come from interstitial ads, even if you do not know the HTML tm code that goes into making them. Although they provoke higher video views, more clicks and encourage conversation, they can also prove to be too annoying for some users to handle. Consider these points as you move forward so that you can make interstitial ads a positive feature of your app.
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