What are interstitial ads?

Interstitial advertising and its pros and cons for modern marketers

Interstitials ads are one of the famous advert types, which have been used for years. Such adverts refer to the visual formats and are displayed to any user visiting a certain website. They are often compared to the pop-ups. However, the latest are more aggressive and disruptive.

The features of interstitials

Interstitial adverts are full-screen ads, which cover the interface of an application or website. In comparison with pop-ups, such adverts look more natural because they are demonstrated on various transition points (for example, between activities, game levels or during a pause).

The thing is that when a user sees such an ad, he/she can click or tap on it in order to be transferred to a destination point (for example, an advertiser’s site, landing page, etc.) or to close a window and continue using an app.

Mobile interstitial ads are more popular today because the majority of users have definite apps installed on their devices. However, such advert materials can also be shown on the webpages (for instance, before an article is loaded).

The key distinctive feature of any interstitial is the full coverage of a screen. Thus, it looks pleasant to an eye and can be easily closed if necessary.

Variations of interstitials

There are plenty of advert formats, which can be applied for the creation of such adverts:

  • – text
  • – pictures
  • – video
  • – rich media, etc.

The interstitial adverts also presuppose time limits (it means that after a certain time, it will automatically disappear). The duration of an advert greatly depends on its format. For example, if an advert is static (it does not contain a video) it can be closed immediately. As for video formats, there might be a 5-second delay before a user can close an ad.

In general, interstitial adverts are a powerful tool, which allows to achieve the following goals:

  • – to advertise a brand
  • – to push sales
  • – to generate leads.

The restrictions for interstitials

It is vital to know that Google is not that positive about interstitial adverts as it used to be a few years ago. In 2017, Google began penalizing sites, which use pre-stitial and interstitial adverts. Such a decision is connected with the growing number of such adverts. As a result, they became too annoying to the users. Moreover, when we speak about portable devices (such as smartphones) it might be hard to find a close button, which is also bad for users. That’s why Google started excluding mobile pages from a ‘mobile-friendly’ category if they show interstitial after clicking from the search result webpage. The restrictions also concerned apps with the adverts displays while a user is trying to close an app. The same happened with the difficult-to-access content because of the placement of the adverts.

Thus, you should understand that because of the interstitials, the content the users want to watch or read becomes less accessible. It provokes irritation. Google’s algorithms are accountable for the block of the following types of materials:

  • – full-screen
  • – block-the-whole-page
  • – small interstitial pop-ups.

Such a solution was made because Google is devoted to its users and takes care of their comfort. It is connected with the fact that if users are not satisfied with their search results, they will not use Google search anymore.

What are the ways out?

There are safe ways to advertise on your site using the visual adverts. There are several options available for marketers, which can be used safely. For example, you can try the following avert types:

  • – pop-under ads
  • – side pop-ups
  • – display adverts
  • – banner adverts.

The enumerated formats are not in danger because Google update did not touch them. Besides, it is advisable to become ‘good’ for Google. The following tips might be helpful for you:

Remove all the disruptive adverts. In order to find such materials, it is necessary to consider whether an advert takes a full screen, whether it interrupts the content of the webpage, and whether it is hard to deny.

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