Interstitial ad formats are full-screen ads served during an app’s natural transition points. This combination of attention-grabbing full-screen views and dynamic serving makes interstitial ads a powerful tool for advertisers seeking to get their message across.
Interstitial ads come in two distinct varieties. Interstitial display ads are static full-screen ads that are shown, for instance, in the transition between levels in a mobile game or between posts in a news app. Interstitial video ads function similarly, as they’re also full-screen and served during these transition points. The video content of this ad is typically skippable after five, 15, or 20 seconds.
To take advantage of interstitials your in-app advertising, here are a few trends and pointers to help boost campaign performance.
Leverage the Growth of Interstitial Video Ads
Mobile video advertising is growing spectacularly. In the US alone, mobile video ad spending is projected to hit $16.4 billion in 2019, with double percentage increase predicted for the next several years. All the various mobile video ad formats have strong growth, but interstitial video is one of the highest performers.
Looking at data on the Smaato platform, rewarded video was the clear winner in terms of overall growth. But, interstitial video ads still grew significantly despite being a more mature format than rewarded video.
Which formats are you leveraging to your in-app video ad campaigns? By taking a look at the fastest-growing mobile video ad formats, you can see where competitors are spending their ad dollars. Now might be the time to change your ad spending to quickly-growing formats, such as rewarded and interstitial.
ROI is vital for any campaign. The In-App Engagement and Conversion Report 2019, a joint report from Smaato and Liftoff, dove deep into the data to determine how the different ad formats perform. Interstitials cost 4.5X over banner ads on an eCPM basis, yet offer a click-through rate (CTR) that is 18X higher.
In contrast to native display ads, interstitial offered a significantly better ROI. The CTR of interstitial screens is more than twice as large as native screen ads, while the format only costs 42% more.
For pure performance campaigns, interstitial display ads can be effective. Although this arrangement is more costly than others, the high click-through rates are well worth the price.
First impressions are important, and that is especially true for interstitial display ads. Together with the ads being full-screen, advertisers have the capability to engage users a lot more than banner ads or native ads would. However, the creative for these ads will need to be particularly on-point, as one study found that users spend 22% of the time engaged with an interstitial screen ad looking for the”X” button to close the advertisement.
With that fact in mind, it’s critical that the creative is equally as engaging as possible. Leveraging detailed targeting parameters in order to accomplish the most relevant audience could help. This guarantees the desired audience is seeing the campaign.
Key Takeaways for Advertisers
Purchasing premium inventory on the most popular apps can help boost engagement rates. The most popular apps are often some of the best designed, so the publishers know how to deploy interstitial ad spaces at most appropriate times for users. A happy user is more likely to engage.
Interstitials, whether screen or video, are a tried and true ad format. When done right, this format drives clicks and clicks users in a way that other ad formats can’t. If you’re trying to take advantage of your advertising spending, interstitials are a good place to start.