Interstitial advertisement can be a powerful method in mobile marketing. There’s an interstitial ads example you can find for each successful case out there. However, there’s a thin line between engaging your audience and getting on their nerves.
In this article, we will discuss the key do’s and don’t’s of using interstitial ads in mobile marketing. Let’s start from the basics.
What Are Interstitial Ads?
Interstitial ads have proven to be very effective in recent years when done by pro teams like SmartyAds. What exactly are they? It’s simple: interstitial advertisements are full-screen ads that occupy the whole interface of an app. They usually appear during natural transition points, like after a player finishes a level. Those ads can be static, dynamic, or even interactive, so there’s a whole range of formats for each brand to get creative with.
When businesses use them intelligently, those ads can drive higher engagement, improve conversions, and help raise brand visibility. On the other hand, if you overuse them or choose the wrong timing, they can annoy users and lead to ad fatigue.
With that in mind, let’s take a closer look at do’s and don’t’s for this type of advertisement.
Do’s Using Interstitial Ads
Here are a few suggestions on how to make the best out of the interstitial advertisement experience.
1. Time Your Ads Carefully
Good timing is everything. One of the biggest advantages of these ads is that they are designed to specifically pop up during natural pauses. As was mentioned, you can show this ad between game levels or after a certain event ends. And on the contrary, if you interrupt a user while they are focused on the game, it disrupts the whole process.
Think of it like this: if you are watching a show on TV, you wouldn’t want an ad to interrupt the most dramatic moment. It’d be better for it to come during a breather between intense scenes. Expert teams like SmartyAds can help you make sure you optimize your ads perfectly.
2. Create an Engaging, High-Quality Content that Targets the Right Audience
Just because your ad covers the whole screen doesn’t necessarily mean users will pay attention. You need to capture their interest.
Make sure the ad is eye-catching and engaging. Clear, bold messaging paired with eye-catching visuals will go a long way to grab their attention and drive higher conversions.
Also, make sure your interstitial ads reach the right people. Use the settings in your ad network that will allow you to target your ads to the users who are most likely to take an interest in your product or service.
4. Make the Close Button Accessible
Nobody likes to feel cornered. Always give people an obvious way out. It’s typically a visible close button in the corner. If your ad doesn’t give people an easy way to close it, users will get annoyed. And this of course results in negative experiences associated with your brand—which you absolutely do not want.
The Don’t’s of Using Interstitial Ads
Even though it’s a good strategy, there are a few things to look out for when incorporating those types of ads. Here are a few suggestions on what to avoid.
1. Don’t Interrupt Key Moments
One of the fastest ways to irritate users is to display an ad at one of the most critical moments within an app or game. For example, if there is an action sequence or any kind of puzzle that the player is in the middle of solving, an ad break would frustrate the player.
This will not only affect the user experience but will also increase the abandonment rate. Instead, make your ads appear between different content breaks or natural stops when the user is doing nothing important.
2. Don’t Overuse Them
Just like with everything in life—the ads are best taken in moderation. Bombarding users with too many interstitial ads can result in ad fatigue: the users grow frustrated or annoyed with the constant disturbances. It could even bring them to the point when they will uninstall your app.
That will surely defeat the purpose of trying to drive engagement in the first place. So stick to a reasonable frequency for your ads.
3. Low Quality or Irrelevant Ads Are Bad for a Brand
Poor-quality ads will harm your brand. Grainy images, confusing messaging, or poorly designed visuals will just make your business seem unprofessional. It’s important to make sure that your ad is relevant to the user.
If the ad doesn’t relate to the user’s interests, they will likely ignore it altogether. Or worse—give them a negative association with your brand. So take your time to create high-quality ads that will target the interests of your potential customers.
4. Don’t Overstay Your Welcome
If you use video interstitial ads, do not make them drag on. Make them short. Make them straight to the point, but give it a creative touch. While interstitial ads can hold a user’s attention way better than some other ads, you still don’t want to test players’ patience.
Keep your ads concise. Somewhere between 15 and 30 seconds is usually best. Anything more can feel tedious, especially if the user is itching to get back to the game.
5. Do Not Disregard User Feedback
Consider user reactions to your ads. Are you getting a lot of complaints or poor reviews that complain about the ad frequency or its placement? That’s the point where you should change your tactics. Not listening to user feedback will lead to bad ratings and negative opinions of your brand. Get feedback and improve your ad strategy accordingly.
Conclusion
Interstitial ads have surely proved to be one of the most powerful tools in mobile marketing, but you should still use them mindfully.
Remember—it’s all about creating balance. Timing, quality, and frequency are three very important aspects that will help you ensure that your promotions contribute well to your general marketing effort. With the right approach, examples of interstitial ads can drive impressive results for your business.