What are Interstitial Video Ads?
Interstitial video ads are full-screen, short clips that are presented to users at natural transitions during an in-app experience. An interstitial video can function as a natural transition and is deployed to monetize apps without interfering with the user experience. These mobile ads have been shown to be effective if integrated into the in-app flow effectively and can deliver high eCPMs by offering advertisers more screen real estate – and therefore user attention – for their ads. Interstitial video ads are popular in gaming apps and others that have marked transitions, as these moments offer the best space to naturally integrate these types of ads.Interstitial video ads are often used more extensively in apps that have more straightforward and uncomplicated in-game economies.
The Benefits of Interstitial Video Ads
Including interstitial video ads offers you a reliable way to boost ad revenues and improve your app monetization. One of the big benefits interstitial videos offer is that they are dynamic, so they offer a more engaging ad experience than static ads or banner ads. When they’re placed at natural transition points in the in-app experience, they also offer less disruption to users’ app experiences. Finally, interstitial video ads can also deliver higher eCPM rates than some other ad types. Unlike banner ads which can often be overlooked by users, interstitial video ads are more likely to be viewed because they occur within the app’s flow and take up the entire screen, meaning advertisers will pay more.
One of the best examples of video interstitial ad implementation is how they are used in mobile games – particularly within games that have set levels. Not only are interstitial video ads more noticeable, when implemented correctly they offer a better user experience because they don’t interrupt the actual usage of the app. For example, take a game which is separated into different in-game sections that have 3 to 4 levels each. By including an interstitial at the end of each section, users get a large tract of uninterrupted gaming time, and only see a short video at natural stopping points rather than in-game. By placing the interstitial video ad at a natural pause, users are less likely to react negatively, are more likely to watch the ad, and may have a larger incentive to explore the ad’s source, resulting in a higher eCPM for the developer.
Best Practices for Interstitial Digital Advertising
Stick to natural pauses
Interstitial ads are best served during natural transition points in the app lifecycle, since that’s when users are most likely to welcome and engage with ads. Doing so results in better ad performance and higher eCPMs – for example, pause menus, loading screens, and level completions.
A/B test your placements
Timing is everything. A/B test the optimal placement in your app’s funnel. Measure KPIs like retention, session length, ads shown per player, ads clicked, and CTR among users, and compare the results of each KPI across all the different possible interstitial ad placements in your app.
Cap the frequency
Showing many interstitial ads in a short period of time creates a poor user experience and results in lower retention, fewer impressions, and bad reviews. That’s why it’s important to cap the frequency of your interstitial ads by analyzing the ratio of impression/time.
Segment your users
Each user engages with your game differently. So when it comes to showing ads in your app , it’s best to segment ad type, frequency, and placement based on your users, catering to each segment differently. For example, your most valuable users should see fewer interstitial ads than your non-paying users, or no ads whatsoever.
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