What’s the Future of Interstitial Ads?

A mature market

Mobile inventory distribution

55% – banner
20% – interstitial
15% – video
10% – native

Distribution of investments – 50% Interstitial

Interstitial ads are in danger

In January 2017, Google began downgrading all mobile sites displaying interstitials it considers intrusive.

A format that users have not universally approved

Users view banners and interstitial ads for less than a second, on average.
These formats are easily recognized by users, who skip them quickly.

Eye focus: 22% of the time, users are looking at the “X”!

Did you know: If you don’t count closure time, interstitial and banner exposure times are similar.

Average impact varies compared to other ad formats

Interstitial vs. In-content ad
40 % …….brand recall … 70%
49% …… understanding of offer … 73%

Its value is debatable

What is an intrusive ad? An ad that covers content the user is trying to access.

A user has a far more negative reaction towards an interstitial than an in-content ad.

The bigger the “X”, the more receptive the users is.

Similarly priced alternatives

IAB 350×200 mid-page unit
-User decides if it’s displayed
-3x more exposure time
-Better ad recall

Parallax and video parallax
-User-friendly
-Adds both depth and height to creatives
-Adapts to different screen resolutions
-Positive brand perception

Is it the end of the interstitial?
The interstitial may still be relevant, but rich media formats and modern creatives will play a huge role. They will allow the interstitial to offer an enriched user experience specifically on mobile.

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