Interstitial ads have become a popular choice for mobile app developers and marketers aiming to increase engagement, drive conversions, and boost revenue. These full-screen ads appear at natural breaks or content transitions within an app, capturing users’ full attention and yielding impressive click-through rates (CTRs). However, interstitial ads must be implemented carefully to avoid disrupting the user experience and violating platform guidelines.
In this post, we’ll cover everything you need to know about interstitial ads in mobile apps, including how they work, why they’re effective, different types, comparisons with other ad types, average rates, Google’s policies, and best practices for implementation.
What are Interstitial Ads?
Interstitial ads are full-screen advertisements that appear at key moments within an app, like between game levels or after completing an action. They take up the entire screen, making them highly visible and hard to ignore. These ads can include:
- Static images
- Videos
- Animations
- Interactive elements
Interstitial ads have quickly gained popularity due to their high engagement rates and ability to improve conversion rates significantly when implemented correctly.
Why Use Interstitial Ads?
Here are a few reasons why app developers and marketers rely on interstitial ads to boost app performance:
- Increased Revenue
Due to their high visibility and engagement rates, interstitial ads deliver better revenue per thousand impressions (eCPM) than other ad types. A recent study by Adnimation found that interstitials deliver a 4094% higher eCPM than banner ads, making them an excellent choice for monetization. - Higher Click-Through Rates (CTR)
Interstitial ads have been shown to achieve a 4-5% CTR on Android, significantly higher than other ad types. This high CTR reflects users’ strong engagement with these ads, which is essential for boosting campaign performance. - Increased App Install Rates
Because interstitial ads allow advertisers to showcase app features or gameplay directly, they are highly effective for driving installs. On Android, interstitials can achieve a conversion rate of over 20% and around 15% on iOS. - Improved Engagement
By providing immersive experiences through interactive content like playable demos, interstitial ads can boost user engagement without causing frustration—if well-timed. Users are more likely to engage with content presented at a natural transition, such as between levels in a game or after a specific action.
Key Types of Interstitial Ads
Interstitial ads come in various formats, each suited for different advertising objectives:
- Text Interstitial Ads: Primarily text-based, these ads are effective for delivering concise information or offers. They’re less visually intrusive but suitable for apps focusing on information or services.
- Static Image Ads: Using a single image, these ads are ideal for branding, promotions, or announcements. They load quickly and are simple to implement.
- Video Interstitial Ads: Highly engaging, these ads use video to tell a story, demonstrate a product, or create an emotional connection. They typically last 15-30 seconds and may include sound.
- Rich-Media Ads: Combining images, text, video, and animation, these interactive ads allow users to engage with elements like swiping or tapping. They’re memorable and drive brand engagement.
- Playable Interstitial Ads: Particularly effective for games, these ads let users interact with a mini-version of the app, providing a hands-on experience that often leads to high-quality installs.
Interstitial Ads vs. Banner and Pop-Up Ads
Here’s a quick comparison of interstitial ads, banner ads, and pop-up ads:
| Aspect | Interstitial Ads | Pop-Up Ads | Banner Ads |
|---|---|---|---|
| Format | Full-screen ads | Smaller windows over content | Rectangular in-content ads |
| Size | Full screen or large overlay | Smaller windows | Various sizes (e.g., 728×90) |
| Placement | Shown during transitions | Appears over content | Embedded within content |
| Visibility | High visibility, interrupts flow | Intrusive, often dismissed | Moderate, passive visibility |
| Engagement | High engagement | Low engagement | Moderate, depending on placement |
| Cost | Higher cost due to high engagement | Medium cost | Lower cost |
| Use Cases | Conversions, app installs, engagement | Lead generation, quick actions | Brand awareness, promotions |
Average Rates for Mobile Interstitial Ads in 2024
Due to their high engagement rates, interstitial ads command some of the highest eCPM rates. Here are some average rates by provider:
| Platform | Country | Revenue (eCPM) |
|---|---|---|
| Admob | US | $11 (iOS), $6 (Android) |
| Smaato | UK | Up to $10 (iOS), $7 (Android) |
| Epom | US | Up to $3.7 |
| Exoclick | US | Up to $2 |
| InMobi | UK | $2.5 (Android), $2.5 – $7.5 (iOS) |
| Startapp | US | $3 – $10 |
Google’s Interstitial Ad Guidelines
To maintain a positive user experience, Google has strict guidelines for interstitial ads:
- Placement: Ads should appear at natural breaks, such as between levels or after an action is completed. They should not disrupt ongoing activity.
- Timing: Show ads before navigation elements (like “Next” buttons) to prevent accidental clicks and streamline the flow.
- Frequency: Avoid overuse, as excessive ads can frustrate users. Interstitials should complement—not interrupt—the user experience.
- Size and Format: Ensure ads fit the device screen without obstructing content. They should be visually appealing and appropriately sized.
- Exit Options: Include a clear, accessible exit button so users can close the ad easily.
- Content Compliance: Follow Google’s content policies, avoiding restricted themes such as adult content, illegal activities, or misleading claims.
Avoiding Penalties for Intrusive Interstitial Ads
To avoid penalties, it’s essential to follow best practices:
- Comply with Platform Rules: Ensure adherence to guidelines from Google or Apple.
- Proper Timing: Display ads before navigation elements to avoid accidental clicks.
- Address Ad Latency: Preload ads to avoid unexpected appearances due to network delays.
Best Practices for Implementing Interstitial Mobile Ads
Implementing interstitial ads thoughtfully can improve user engagement without sacrificing user experience. Here are some expert-vetted best practices:
- Prioritize User Experience
Aim to balance ad revenue with user satisfaction. Show ads at natural breakpoints—like between game levels or after a series of actions in non-game apps—to minimize disruption. - Make the Exit Button Accessible
A clearly visible exit button allows users to easily dismiss the ad, reducing frustration and improving their experience. This also helps avoid accidental clicks, leading to better ad engagement. - Carefully Consider Timing and Frequency
Display ads at appropriate moments and avoid overusing them. A short delay before showing the ad can reduce accidental clicks, especially in apps with frequent user interactions.
Final Thoughts
Interstitial ads are an effective tool for engaging users, increasing CTRs, and driving conversions—especially when implemented with a user-first mindset. When placed at natural transitions, interstitial ads offer immersive, full-screen ad experiences that resonate with users and foster higher-quality leads.
By following best practices, adhering to platform guidelines, and optimizing timing, you can leverage interstitial ads to drive revenue and enhance app engagement without compromising user satisfaction. With thoughtful planning, interstitial ads can be an invaluable component of your mobile app monetization strategy.
