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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.
