Interstitial Ads (2025)

Interstitial ads offer marketers an exciting way to engage mobile app users while boosting user experience. Due to their prominent placement, interstitial mobile ads achieve high impression rates, click-through rates (CTRs), and conversions.

How can you harness this powerful form of advertising to enhance engagement and increase revenue? Understanding the strategic use of interstitial ads is key to achieving these objectives. This guide is crafted to help both publishers and advertisers explore the wide-ranging applications of interstitial ads.

Interstitial ads can significantly impact user behavior and app monetization when implemented correctly. By analyzing user interactions and ad placements, advertisers can optimize their strategies for better results. The right approach can lead to higher engagement rates and increased user retention.

To help you get the most out of interstitial ads, we’ve analyzed the best practices for driving their effectiveness. Understanding these strategies can help you craft compelling ads that resonate with users. This insight is essential for maximizing the potential of interstitial ads in your app.

We provide a comprehensive directory of the top interstitial mobile ad networks that can support your advertising goals. These networks offer tools and resources to help you achieve optimal ad performance. Leveraging the right network partnerships is crucial to maximizing the benefits of interstitial ads.

What are interstitial ads?

Interstitial mobile ads are full-screen advertisements that cover the entire screen or interface of an app. These ads appear as rich media formats, such as videos or audio, and often include interactive elements. This immersive format encourages user engagement by capturing their full attention.

These ads are strategically placed in-between content or during natural transition points within an app, enhancing their visibility and impact. The placement allows for a seamless experience, integrating ads in a way that feels less intrusive to users. This positioning can lead to higher engagement rates and better user experiences.

Interstitial ads typically include end cards featuring a call-to-action or a preview of an app store listing. After viewing the ad, users have the option to close it and return to their app or click through to visit the destination page. This flexibility helps maintain user satisfaction while still driving conversions.

Interstitial ads are like other mobile ad formats but with some distinct differences:

• Banner Ads: Banner ads display advertising images across a section of a screen or an interface such as horizontal or vertical banners.
• Popads: Popups and popunders appear in new windows in front of or behind a page.
• Interstitial ads: Mobile interstitials cover the full screen of an app window during gaming or app-flow transition points.

Along with incentivized advertising such as rewarded video, interstitial apps have become one of the most popular ad formats. This is likely due to the positive experience they offer users at key transition points during their app flow experience.

What are the different types of interstitial ads & how are they used?

Interstitial ads are available in various formats, making them versatile for different types of apps. These formats can include static images, videos, rich media, and even playable ads that provide an interactive experience.

The diversity of formats allows advertisers to choose the most suitable style that aligns with their app’s user experience and goals, maximizing engagement and effectiveness.

Interstitial ads are also particularly significant in the gaming industry. They are a popular choice for game developers who want to monetize their apps without disrupting the gaming experience.

By placing these ads at natural breaks or transition points within games, developers can ensure that advertising feels integrated and enhances overall user engagement.

Here are a few of the most common formats:

• Text ads: Traditional text ads offer a simple and reliable way to promote brands.
• Static image ads: Static ads often have an immediate ad closing option. And while there are fewer static ads these days, it’s worth noting in a report by Smaato that interstitial ads generate 18x higher average CTRs than banner ads.
• Video ads: Video interstitial ads are sometimes also playable and allow users to sample an app before installing it. They usually have a timed closing option of a few seconds.
• Rich-Media ads: Rich media ads can include playable content, video, or at least some level of interaction in the interstitial during an app flow interlude.
• Interstitial playable ads: Interstitial ads can include playable ads featured in gaming apps that lead to 40% better retention. Meanwhile, interstitial ads themselves make up over 70% of ads that gamers see.

Interstitial ads vs banner ads

Both interstitial ads and banner ads are important advertising formats to drive app installs. And while there are pros and cons to using banner ads, there are also some key differences worth noting:

Interstitial ads

• Fills the entire screen
• Appears at a natural break in app flow
• Gets immediate attention from viewer
• Powerful for driving conversions & CTRs
• Encourages users to click through

Banner ads

• Covers a section or strip of the screen
• Sits on the edge of the users screens
• Does not interfere with content
• Powerful for driving traffic
• Can be ignored by users

What are the benefits of interstitial ads?

Interstitial ads have become a popular choice among mobile advertisers due to their ability to capture user attention and drive engagement.

Unlike standard banner ads, interstitials take up the entire screen, providing a more immersive experience that is difficult to ignore. This full-screen format helps ensure that the message is delivered effectively, leading to higher visibility and impact.

Advertisers favor interstitial ads not only for their eye-catching format but also for their versatility and flexibility. These ads can be placed strategically at natural breaks or transition points within an app, such as between levels in a game or while navigating between different sections.

With interstitial ads, advertisers are able to better deliver their message without interrupting the user experience, leading to better user retention and higher ad performance.

Given their high engagement rates and potential for conversion, it’s no surprise that interstitial ads are often a preferred format in mobile advertising strategies. Their ability to combine rich media elements, such as videos and interactive content, further enhances their appeal.

Below, we explore some of the key benefits that make interstitial ads a standout choice for advertisers looking to maximize their impact and ROI.

Drives revenue

When Shanghai-based gaming developers Brighthouse added interstitial ads to their gaming app White House 4 they saw significant results. By implementing AdMob video interstitials, they increased app-generated revenue by 130%. Plus, the interstitial ad format now accounts for 60% of their app income.

Gets higher CTRs

Interstitial ads tend to drive higher CTRs than banner ads. Usually, this is because interstitial ads are bigger in size so they have more space for creativity. But also, by dominating the entire screen, they’re better at getting users’ attention. And once users view the ads, they can either click through or skip them before returning to the app.

Increases app install rates

According to Statista, interstitial ads showed the highest rates of in-app conversion at over 20% on Android and close to 15% on iOS.

Avoids banner blindness

Because they take up the full screen, interstitial ads avoid issues with banner ad blindness. Plus, since they’re immune to ad blockers, interstitial mobile ads can lead to increased views and engagement.

Improves engagement levels

Interstitial ads can gain higher engagement levels than banner ads. Plus, since interstitial video ads make up three-quarters of gaming ads, they’re often the most seen. Overall, users deem playable interstitial mobile ads the most interesting to engage with.

How much do interstitial ads pay?

Compared to other ad formats, interstitial ads have one of the highest eCPM prices. In 2021, US publishers enjoyed the highest eCPM rates coming in at $9.64 on iOS and $10.11 on Android.

So what about some of the leading providers? We’ve outlined the average rates for them below:

Interstitial Ads eCPMs

Source: Udonis.co

How should you use interstitial ads?

Interstitial mobile ads work when a user lands on an app, then a request for an interstitial ad gets sent to the publisher’s ad exchange. Advertisers can then respond with any size creative as long as it fits half of the screen width and around half of the screen height.

Interstitials are also subject to frequency capping by Google, which is where ads get capped at a limited number of impressions across either an entire app or a single ad.

The highest bidder wins, and their creative gets sent to the publisher through the ad exchange. And this gets displayed on the app for the user.

Interstitial mobile ads are effective for many apps but in particular gaming apps. Playable or interactive in-game ads have some of the lowest CPIs and also offer a way for players to trial games or apps before they buy them.

Best practices for effective interstitial ads

Creating effective interstitial ads requires a strategic approach to ensure they resonate with users and achieve desired outcomes. While these full-screen ads have the potential to engage users deeply, they must be designed and implemented thoughtfully to avoid disrupting the user experience.

By following best practices, advertisers can optimize their interstitial ads for higher engagement, better retention, and increased conversions.

Understanding the optimal placement, frequency, and design elements is crucial to making interstitial ads work. Advertisers must balance compelling creative content with user-centric considerations, such as timing and relevance.

Here are some key points when you want to convert customers using interstitial ads:

• Add a close button: Make sure to place your exit button so users can see it. This can appear at the start of static image ads or a few minutes before the end of video ads.
• Try to avoid obstructing your app: Your interstitial ads will cover the whole screen at particular points in the app experience. So, make sure they fit into app flow.
• Think of the frequency cap: Be mindful of overloading users with ads and limit the number of caps per user. Google sets the frequency capping at one interstitial ad per hour, per each unique user.
• Keep the ad loading time to a minimum: These types of ads use plenty of graphics and interactive images. So make sure your ads aren’t slow to load otherwise users will soon switch off.
• Steer away from custom templates: This can alter the frequency capping set by Google.
• Follow Google guidelines: Marketers will receive penalties from Google if their interstitials step outside of guidelines. Read on for some areas to be mindful of.
• Plan to improve the user experience: If you’re a gaming app then consider placing your ads after each completed level. Plus, keep in mind that placing too many ads can harm the user experience and damage your brand.

What should you consider when using interstitial ads?

While interstitial mobile ads have plenty of benefits, they also come with some considerations. Here are a few to consider:

Google can penalize publishers for using interstitial ads

Interstitial ads can appear intrusive and annoy users. So they have to be well placed and positioned to avoid this. Some of the reasons you may find you get penalized include the following:

• Consecutive and repetitive ads: Google will restrict placing interstitial ads after each user engagement with the app.
• Unexpected ad placements: Interstitial ads shouldn’t disrupt the flow and appear where the user expects them to.
• Encouraging accidental clicks: Engagement should be consensual so advertisers and publishers should not try to trick or conceal information to gain engagement.
• Showing ads as soon as the user enters an app: In general, Ads shouldn’t interfere with users’ ability to start up the ad function or leave the app. But there are exceptions to this rule such as cookie usage and age verification interstitials.

Interstitials can skew analytics

There is a risk that mis-clicks could distort your reporting by raising CTR rates and depressing Click-to-Install rates. So if you end up with an artificially inflated CTR, it may undermine accuracy when assessing campaign performance.

What are the benefits of working with an interstitial ad network?

Finding an interstitial ad network to partner with could determine the success of your campaigns. So consider the following when selecting a network.

They make it easier to deploy multi-platform, cross-promotional ad campaigns

Cross-promotional advertising is a tactic used to target users who are likely to churn. But deciding how, where, and when to display cross-promotional ads isn’t straightforward.

As a general rule, cross-promotion ads that incorporate interstitial ads, banner ads, and others should show up fast to ensure they convert before users churn. But you will need to strike a balance since large ad displays could interfere with user experience and affect retention.

Interstitial ad networks can help you to strike the right balance and find the most appropriate approach.

They help with testing the frequency of ads to optimize performance

Interstitial ad networks can work with you to strike the right balance and find the most appropriate approach to ad frequency. For example, Google suggests placing one interstitial ad after every two user actions. And this sort of intel is easier to glean when you’re working with the right ad network.

They support you to prioritize the user experience

Interstitial mobile ads can come with many benefits but only if they avoid harming the user experience. By working with an interstitial ad network, you’ll find it easier to plan suitable types of campaigns that don’t interrupt the user or gaming experience and get results from a third party with plenty of experience in this area.

You avoid the risk of Google penalties

Ensuring your campaign follows Google’s guidelines is imperative. And bear in mind, Google isn’t trying to be mean for the sake of it. Instead, they want to promote a good user experience so that users continue to enjoy their experience.

Recruiting an interstitial ad network to support you in the area could save much time, headaches, and potentially hefty costs.

Work with interstitial advertising networks

Working with interstitial ad networks can be a game-changer for anyone looking to run effective ad campaigns. These networks not only provide guidance on deploying ads but also offer the latest techniques to maximize the success of your campaigns. Leveraging their expertise can help you achieve better results with less guesswork involved.

There are several standout benefits to partnering with interstitial ad networks. They offer Real-Time Bidding (RTB) access to both publishers and advertisers, which ensures you’re reaching the right audience at the right time. Additionally, they assist in creating and designing campaigns that drive targeted traffic to specific post-click landing pages, enhancing your chances of conversion.

Interstitial ad networks also focus on the finer details that can impact user experience and engagement. For example, they help design the appropriate application of exit buttons and conduct A/B tests to optimize campaigns. This meticulous approach ensures that your ads are not just seen but are also effective in driving action.

These networks support multi-platform campaigns, utilize various ad formats, and offer audience segmentation to precisely target users and gamers.

With all this information in hand, you should feel confident in selecting the best ad network to meet your needs. Take a look at our curated list below to find the perfect fit for your next interstitial ad campaign.

List of interstitial ad networks