What is Interstitial Ads?
Full-screen ads that appear at natural transition points in mobile apps, covering the entire interface temporarily.
Interstitial ads are full-screen advertisements that appear at natural transition points within mobile apps, such as between game levels, during app loading, or when navigating between sections. They cover the entire screen interface and require user interaction to dismiss, making them highly visible but potentially disruptive if not implemented thoughtfully.
Why It Matters
Interstitial ads command high user attention due to their full-screen format, often resulting in higher engagement rates and eCPMs compared to banner ads. They provide advertisers with premium inventory for impactful brand messaging and rich media experiences. When placed at natural break points, they can monetize apps effectively without severely disrupting user experience.
How to Calculate
Interstitial metrics include: Click-Through Rate (CTR) = Clicks ÷ Impressions × 100%, Close Rate = Close Actions ÷ Total Impressions × 100%, Time to Close = Average seconds before user dismisses ad, and eCPM = (Revenue ÷ Impressions) × 1000.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Mobile Gaming CTR | 3% - 7% | 9%+ |
| Utility Apps CTR | 1% - 4% | 5%+ |
| Gaming eCPM | $3 - $8 | $10+ |
| Non-Gaming eCPM | $1 - $4 | $6+ |
Best Practices
Display interstitials at natural break points, not mid-action. Implement frequency capping to avoid user fatigue (typically 1 per session or hour). Provide clear close buttons and avoid accidental clicks. Test timing and placement to maximize revenue while maintaining user satisfaction. Consider rewarded interstitials that offer value to users.
Examples
A puzzle game shows interstitials between levels, achieving $6.50 eCPM while maintaining 4.2-star rating. A news app displays interstitials during article transitions, optimizing to show maximum 3 per session to balance revenue and user experience.
Notes
Interstitials have higher eCPMs than banner ads but lower completion rates than rewarded formats. Placement timing is critical - poorly timed interstitials can negatively impact user retention and app store ratings. Video interstitials often outperform static interstitials in both engagement and revenue.