Interstitial Ads: Best Practices for Successful Campaigns

Interstitial ads are full-screen advertisements that appear to grasp the attention of on-site prospects, creating opportunities for brands seeking effective ways to communicate their proposition of value.

With such an attention-grabbing format and high-impact visuals, it’s no wonder why interstitial advertising is proving popular among marketers looking for innovative ways of reaching larger audiences. Plus, they add a sense of personalization, and it’s no secret that 71% percent of consumers expect companies to deliver on that field, time and time again.

Given that they are such a big part of on-site optimization let’s see what exactly interstitial ads are and how you can benefit from deploying them.

Exploring the Ins and Outs of Interstitial Ads

Interstitial ads are full-screen advertisements that open once a click is registered on a website. While interstitial ads can be effective because of their large visuals and overt presence, it’s also important for advertisers to consider the potential pitfalls of using them; namely, research suggests that interstitial ads may negatively affect user experience and cause people to lose interest in your webpage. But that’s only if you offer nothing to users.

To maximize the success of interstitial ads, make sure they don’t take too long to load, use them strategically, and ensure that they are offering something of value to the user, such as an incentive. The incentive can be anything ranging from a freebie to a discount coupon. With such incentives, prospects will be quick to proceed to the checkout, so don’t hesitate to properly equip your interstitials before deploying them.

The Main advantages of Using Interstitial Ads

Interstitial ad campaigns can be a powerful and effective tool for businesses of all sizes. This type of advertising strategy utilizes full-screen ads that are placed at strategic points during a user’s journey. These ads can offer an immersive experience to users that can significantly increase the likelihood of them taking the desired action (i.e., purchasing a product or signing up for a service). 

Additionally, businesses don’t have to worry about potential customers filtering out their ads with ad blockers since interstitial ads will appear regardless of the user’s plugins. Understanding how to use this type of digital marketing strategy is key if your business wants to maximize its return on investment while reaching its goals.

A Look at the Top 5 Best Practices for Using Interstitial Ads

1. Pay Attention to the Design

Make sure the ad fits seamlessly with the look and feel of your website or application. Consider the designs, colors, and images you are using. Also, consider aspects such as font size and overall layout. This will ensure that nothing appears out of place when an ad is shown.

1. Be Mindful of How You Deploy Them

Ensure interstitial ads are relevant to your audience and won’t be intrusive or overwhelming. Think about who you’re targeting with your ads. Design them to be concise while still providing value in a way that appeals to your target audience.

1. Optimize Them 

Keep the load time short so it doesn’t negatively impact user experience. In addition to that, rather than just images, include gifs or videos to make your interstitial more unique. 

1. Allow Prospects to Dismiss the Ads

Provide an obvious way for users to dismiss the ad quickly if they don’t want to see it. Don’t make users search for a ‘close’ button. Don’t make them click through multiple pages just to get rid of an unwanted ad. Give them a simple, easy way to move on from it if they choose not to view it.

1. Keep Tabs on the Performance

Monitor the performance of interstitials regularly to ensure they’re successful and effective and provide a positive user experience. Track key metrics such as click rates, impression rates, and engagement levels. This way you can be sure that you’re optimizing your results with each new campaign or iteration of an existing one.

Conclusion 

Interstitial ads offer businesses a powerful and effective way to target their ideal audience and boost conversions. However, they need to be deployed thoughtfully, with consideration for design, optimization, usability, dismissibility, and performance tracking. This will help maximize the potential of an interstitial ad campaign.

By following these best practices, businesses can seamlessly integrate interstitial ads into their digital marketing strategy. As a result, they will maximize what they achieve.