Interstitial Ads: Benefits & Best Practices for Mobile Apps

Interstitial ads are full-screen ads that appear during natural breaks in mobile apps or websites.

They’re hard to miss, which makes them useful for getting people to notice your message.

Used well, they help advertisers boost clicks, increase conversions, and bring in more revenue—without annoying users.

This post covers how they work, why they matter, and how to use them without turning people off.

What Are Interstitial Ads?

Interstitial ads are full-screen ads that show up between actions—like when a user finishes a game level or clicks to load a new page. They cover the entire screen and can include images, video, or simple graphics.

Because they take over the screen, users are more likely to notice them. They’re built to appear at natural breaks, so they don’t interrupt mid-task. You’ll see them often in mobile apps and on mobile websites.

How Do Interstitial Ads Work?

Interstitial ads are typically displayed during breaks in the user experience. For example, when a user navigates from one page to another or completes a task within an app. These ads use full screen to capture the user’s attention.

Once the ad is shown, the user can either interact with the ad or close it using an exit button. This ad type ensures that users engage with the content before continuing their activity.

The United States had the highest effective cost-per-mille (eCPM) for in-app full-screen interstitial ads in Android apps, reaching $15.2 U.S. dollars. This high eCPM indicates the value and effectiveness of interstitial ads in capturing user attention and driving engagement.

Implementation Process

To integrate interstitial ads, app developers and website owners need to choose the right moments to display them. This involves identifying natural transition points within the user flow.

For example, displaying an ad after a user completes a level in a game or during a loading screen on a mobile site. This placement strategy helps minimize the disruption to the user experience while maximizing the ad’s visibility and effectiveness.

Ad Interaction

Users can engage with interstitial ads in various ways. They might click on the ad to learn more about the product or service being advertised, or they can close the ad using the interstitial ad exit button if they choose not to interact with it.

The visibility of the exit button is crucial for maintaining a positive user experience, as it provides an easy way for users to dismiss the ad if they find it irrelevant or intrusive.

Technical Considerations

Interstitial ads are designed to load quickly to avoid any delay in the user experience. Optimizing the ad content and ensuring compatibility across different devices and platforms is key.

For example, a mobile site must ensure that the ads load smoothly without affecting the overall performance of the site. This technical optimization helps prevent slow or unresponsive graphics that could frustrate users and lead to a poor user experience.

Why Use Interstitial Ads?

High Visibility

Interstitial ads are full-screen ads that ensure high visibility compared to a regular banner ad. Because they cover the entire screen, users are more likely to notice and engage with them. This makes interstitial ads a popular mobile ad format for advertisers looking to maximize their reach and impact.

Better User Engagement

These ads are designed to appear at natural transition points. This placement increases user engagement by integrating the ad experience seamlessly into the user flow. Mobile interstitial ads achieve click-through rates that are 18 times higher on average compared to banner ads, making them highly effective for driving user interaction.

For example, displaying an ad between game levels or during content loading times ensures that users see the ad when they are not actively engaged in other activities, leading to higher engagement rates.

Effective for Monetization

Interstitial ads are an effective way to generate revenue for app developers and website owners. Because these ads are full-screen and demand attention, they tend to have higher engagement rates and, consequently, better ad pay. According to Statista, interstitial ads achieve the highest in-app conversion rates, exceeding 20% on Android and approaching 15% on iOS, highlighting their effectiveness in driving user actions.

For instance, a mobile site that integrates interstitial ads at strategic points can see an increase in ad revenue due to the higher visibility and engagement these ads provide. Interstitial ads pay well because of their high engagement rates and effectiveness, making them a preferred choice for advertisers.

How Do Interstitial Ads Differ from Pop-Up Ads?

User Experience

Interstitial ads and pop-up ads both aim to capture user attention, but they do so differently. Interstitial ads are designed to appear during natural transition points, enhancing the user experience. In contrast, pop-up ads often interrupt the user flow, leading to poor user experience.

For example, a pop-up ad that appears while a user is reading an article can be seen as intrusive, whereas an interstitial ad shown between pages can be less disruptive.

Ad Format

Pop-up ads are smaller and less intrusive than interstitial ads. They appear in separate windows or overlays, while interstitial ads cover the entire screen. This difference makes interstitial ads more effective for user engagement and ad performance.

Full screen interstitial ads ensure that the user’s attention is fully captured, providing a more immersive and engaging experience compared to the smaller, more easily ignored pop-up ads.

Examples and Preferences

While both ad types aim to capture user attention, interstitial ads are preferred in scenarios where high visibility and engagement are key.

For instance, a mobile app might use interstitial ads to promote new features or special offers, leveraging the full screen ad format to ensure users take notice. On the other hand, pop-up ads might be used for less critical messaging where a smaller, less intrusive format is sufficient.

Types of Interstitial Ads

Display Interstitial Ads

Display interstitial ads are one of the most common types. These full-screen ads use images or rich media to capture attention. They are typically used in mobile apps and on mobile sites.

This interstitial ad format is popular because it combines visual appeal with effectiveness, making it ideal for engaging users in various contexts.

Examples include promoting new app features or special offers within free mobile apps.

Video Interstitial Ads

Video interstitial ads are another popular format. These ads play a short video that users must watch before proceeding. This type of ad is effective for engaging users and increasing click-through rates.

Video interstitials are particularly impactful due to their dynamic nature, making them a popular choice among advertisers looking to optimize interstitial ads for maximum engagement and return on investment.

Interactive Interstitial Ads

Interactive interstitial ads include elements like games or quizzes that users can engage with. This format is great for increasing user interaction and creating a memorable experience.

Interactive interstitials can significantly boost user engagement by incorporating interactive elements that encourage users to spend more time with the ad, thereby increasing the likelihood of conversion.

Static Interstitial Ads

Static interstitial ads are simple, image-based ads. They are easy to implement and can be optimized for different devices and screen sizes. Despite their simplicity, static interstitials can be very effective, especially when used in conjunction with clear calls to action and visually appealing designs.

This format is often used in free mobile apps where quick implementation and broad compatibility are key.

Best Practices for Interstitial Ads

Timing and Placement

To avoid a poor user experience, place interstitial ads at natural transition points. For example, show them between levels in a game or during content loading times.

Avoid displaying interstitial ads too frequently, as this can annoy users and lead to lower user retention. Ensuring ads appear at the right moments helps maintain a smooth user flow and reduces the perception of intrusive advertising.

Clear Exit Options

Ensure that interstitial ads have a visible exit button. This feature allows users to close the ad easily if they choose not to interact with it. An accessible exit button helps maintain a positive user experience and prevents accidental clicks.

This practice is critical for maintaining user trust and avoiding frustration, which can occur if users feel trapped by ads without an easy exit.

Optimize for Speed

Interstitial ads should load quickly to avoid slow or unresponsive graphics. Optimize the ad content and ensure it performs well across different mobile devices and platforms.

Fast-loading ads contribute to a seamless user experience.

Slow-loading ads can lead to user frustration and abandonment, negatively impacting both user experience and ad performance.

Interactive Elements

Incorporate interactive elements into interstitial ads to increase user engagement. Features like video, audio output, and interactive buttons can make the ad more appealing and effective.

Rich media and interstitial video ads often perform better than static ads. Interactive elements can significantly enhance the appeal and effectiveness of interstitial ads, making them more engaging and memorable for users.

Common Challenges with Interstitial Ads

Intrusive Advertising

One of the main concerns with interstitial ads is that they can be seen as intrusive advertising. A survey conducted among gamers in the United States in August 2022 revealed that 50% of respondents found interstitial ads to be distracting. To mitigate this, it’s important to place interstitial ads thoughtfully and avoid displaying them too frequently. Balance is key to maintaining user engagement without being disruptive.

Accidental Clicks

Because interstitial ads cover the entire screen, users may accidentally click on them while trying to navigate through the app or website. To minimize this, ensure the exit button is clearly visible and accessible.

Ad Blockers

Ad blockers can impact the effectiveness of interstitial ads. While ad blockers are more common on desktop websites, they are becoming increasingly prevalent on mobile platforms as well. Consider this when planning your interstitial ad strategy and explore ways to encourage users to disable ad blockers.

About one-third of users install ad blockers to enhance device performance, and approximately 27% do so to protect their personal data from being collected. These trends highlight the need to address user concerns regarding performance and privacy to mitigate the impact of ad blockers.

Benefits of Using Interstitial Ads

Enhanced User Engagement

Interstitial ads are designed to be engaging and hard to miss. Their full-screen format and strategic placement at natural transition points contribute to higher engagement rates compared to other ad formats.

Increased Revenue

For app developers and website owners, interstitial ads can be a significant source of revenue. Their high engagement rates often translate to better ad pay and more effective monetization strategies.

Versatility

Interstitial ads can be used across various types of content and platforms. Whether it’s a mobile app, mobile web, or desktop website, interstitial ads can be seamlessly integrated to enhance the advertising experience.

Interstitial Ad Examples

Coursera

Coursera uses interstitial ads to engage users effectively. After a user visits the website, a friendly pop-up asks if they can participate in a short survey. This ad is unobtrusive and interactive, providing a user-friendly experience.

Candy Crush

Candy Crush uses interstitial ads between game levels. These ads offer players in-game rewards like extra lives or power-ups in exchange for watching an ad. This strategy not only engages users but also promotes in-app purchases.

New York Times

The New York Times uses interstitial ads to promote premium subscriptions. These ads appear before accessing articles, encouraging users to subscribe for full access to their content. This approach helps build their subscriber base while providing value to readers.

Instagram Stories

Instagram integrates interstitial ads within its Stories feature. These full-screen ads provide a captivating way to connect with users. Brands use these ads to promote products, services, and special offers effectively.

Snapchat Discover

Snapchat’s Discover feature includes interstitial ads that deliver engaging content. These ads often include interactive elements like games, quizzes, or augmented reality experiences, making them highly engaging and effective for user interaction.

Gaming Apps

Many gaming apps use interstitial ads during natural breaks or transitions. For example, Adventure Duck shows an interstitial ad after players complete a level, offering more lives to continue playing. This keeps the user engaged and enhances their gaming experience.

FAQs

How can I measure the effectiveness of interstitial ads?

Track metrics such as click-through rates (CTR), conversion rates, return on ad spend (ROAS), and user retention to evaluate the performance and impact of your interstitial ad campaigns.

What types of content work best for interstitial ads?

Engaging and visually appealing content, such as high-quality images, compelling videos, interactive elements, and clear calls to action, tend to perform best in interstitial ads.

Are interstitial ads suitable for all types of apps and websites?

While interstitial ads are highly effective for mobile apps and gaming platforms, they may not be ideal for all types of websites. It’s important to consider the user experience and relevance to your audience before implementation.

Can interstitial ads be personalized for different users?

Yes, interstitial ads can be tailored based on user behavior, preferences, and demographics to deliver more relevant and personalized advertising experiences, enhancing engagement and conversion rates.

What are some best practices for designing interstitial ads?

Ensure ads are visually appealing and load quickly, place clear and accessible exit buttons, use concise and compelling messaging, and integrate interactive elements to maximize user engagement without causing frustration.

Track Ad Performance and Maximize Results with Camphouse

To get the most out of formats like interstitial ads, you need full visibility into how they’re performing. Camphouse’s Track stage helps you monitor key campaign data—such as spend, pacing, and performance across platforms—in one place. With structured inputs, automatic UTM generation, and real-time data integration, your team can stay aligned and responsive to what’s working.

Whether you’re testing ad placements, adjusting for better ROI, or keeping an eye on fill rates, Camphouse makes it easier to move fast without losing control. Take a tour of Camphouse to see how centralized tracking powers better decisions.