What Are Interstitial Ads and why you should use them
Introduction
Interstitial ads have become an essential tool in mobile marketing, particularly for User Acquisition (UA) campaigns. Their ability to capture user attention, combined with their immersive format, makes them a powerful lever for marketers. In this article, discover everything you need to know about this ad format, its advantages, and best practices to maximize its effectiveness.
What Are Interstitial Ads?
An interstitial ad is a full-screen advertisement displayed at strategic moments within a mobile app or website. Unlike banners, which are often discreet, interstitial ads cover the entire screen, immediately capturing the user’s attention.
Examples:
- Gaming Apps: An interstitial ad may appear between two game levels, providing a natural pause to show the user an ad.
- Video Streaming Apps: These ads can be shown while content is loading or after an episode ends.
What Formats Does an Interstitial Ad Take?
Several formats are available, offering flexibility to adapt to campaign needs, objectives, and platforms:
- Static Formats: Full-screen static images often paired with a clear call-to-action (CTA) button like “Download Now.”
2. Video Formats: Short videos (10 to 30 seconds) frequently used to demonstrate app features or showcase a product.
3. Playable Formats : Interactive ads that let users engage, such as trying out an app or playing a mini-game.
Common dimensions:
Interstitial ads are designed to fit various devices. They are typically displayed in portrait (9:16) or landscape (16:9) orientation, depending on the app’s context.
Why Use Interstitial Ads for User Acquisition Campaigns?
Interstitial ads are particularly effective in UA campaigns for several reasons:
- High Visibility Rates: Their full-screen format ensures users see them, maximizing their impact. On average, these ads achieve visibility rates of 90% or higher, compared to around 50% for traditional banners.
- User Engagement: Their immersive format captures attention and encourages action. For example, a video interstitial ad for a game can generate click-through rates (CTR) exceeding 5%, compared to the typical 1% for standard formats.
- Increased Conversions: Interstitial ads convey more information in a short time, driving conversions. For instance, an interstitial campaign for a delivery app might boost installation rates by 20% compared to traditional banners.
When used correctly, interstitial ads can be a valuable channel in UA campaigns, provided they do not disrupt the user experience.
When Should You Use Interstitial Ads?
Interstitial ads work best in contexts where they won’t interrupt the user’s experience. Identifying the right moments for these ads is critical. Here are some ideal situations:
- Natural Transitions:
- Between two game levels.
- During content loading or after consuming content, such as an article or video.
- Before Key Actions:
- Before a user accesses a premium feature or unlocks free content.
- As Part of a Multichannel Strategy:
- Incorporate them into a multichannel approach to diversify advertising touchpoints.
How to Create High-Performing Interstitial Ads
To maximize results, it’s important to follow the specific codes and best practices of this format:
- Test and Iterate: Test different formats, designs, and timings to ensure maximum performance. Regular iteration based on data insights can significantly enhance outcomes.
- Tailor Content to Your Audience: Adapt tone, messaging, and visuals to your target audience. Personalizing messages increases conversion rates. A/B testing creatives can also help improve performance.
- Craft an Effective Call-to-Action (CTA): The CTA should be clear and engaging. For example, “Play Now” or “Get 30% Off Today” are effective CTAs.
- Respect Display Frequency: Too many ads can harm the user experience, causing ad fatigue and frustration. Generally, showing an ad every 3 to 5 interactions prevents this issue.
- Optimize Loading Speed: Slow-loading ads risk being skipped or frustrating users. Ensuring fast load times increases the likelihood of user engagement.
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Addict can support you to improve your performance.
How to Measure the Performance of Interstitial Ads
Several key performance indicators (KPIs) can help evaluate the effectiveness of your interstitial campaigns:
- Click-Through Rate (CTR): Indicates the percentage of users who clicked on the ad.
- Conversion Rate: Measures how many users performed the desired action (e.g., installation, purchase) after seeing the ad.
- Skip Rate: For video ads, this KPI measures the percentage of users who skipped the ad before completion.
- Cost per Acquisition (CPA): Calculates the cost of each action generated by the ad (e.g., an app install).
- Return on Investment (ROI): Compares the revenue generated to the advertising costs to determine profitability.
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Conclusion
While interstitial ads are impactful, they must be used strategically to avoid disrupting the user experience. By following best practices and carefully measuring their performance, interstitial ads can become a powerful lever for your User Acquisition campaigns.
At Addict Mobile, our experts can assist you in creating and managing UA campaigns across any channel or format.
