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Game Business - Interstitial Ads

Interstitial Ads and Why They’re Important

One of the most popular mobile ad formats out there are interstitial ads. They are commonly used because of their high impression rate for increasing revenue and downloads.


They’re typically displayed at natural transition points in the flow of an app, such as between activities or during the pause between levels in a game.


Important thing to mention is that mobile interstitial ads are not always static. From interstitial video ads to even interactive playable ads they’re widely used for highly engaging ad units.


Google suggests that you should place only one interstitial ad after every two user actions within your app.


Game Business - Interstitial Ads

Source: Inside AdMob


Why Should You Use Them?


Developers choose interstitial ads since they have high click through rates than banner ads because of their size and impressions on users.

Rather than some other ad types, interstitial video ads can deliver higher eCPM rates. This is because they occur within the app and they take up the entire screen, meaning advertisers will pay more.

According to Ironsrc, with the right implementation, and using playable and video interstitials, developers can reach $10-$20 eCPMs in tier 1 countries. The average eCPM for interstitial ads range from $4-$6.

CPM rates for interstitials depend on various factors such as the country of the user, the device type, the type of campaign etc. Yet they are most effective ad formats when it comes to engagement.


Game Business - Interstitial Ads

Source: Adbuxx

Are there any negative sides of interstitial ads?


Remember that interstitial ads can lower user retention if you don’t use them according to best practices.

Increasing the frequency of interstitial ads can give you great results in many metrics.

But they can also have an impact of degrading user experience and lowering clickthrough rates. Users that are frequently interrupted by your ads will no longer be able to enjoy the use of your app and there’s a high possibility that they will uninstall it.


Game Business - Interstitial Ads

Source: Microsoft Developer

Are you making a good choice with these ads?

According to Google: “Interstitial ads are best suited for apps with linear user experiences.”

Choosing these ads also means that you must use the best practices that are already proven to be effective.

Firstly, avoid placing interstitial ads in loading and exiting screens. You don’t want your users to be filled with ads right as they enter the game.

Best thing you can also do is to avoid placing ads while users are playing your game. For example if your game has levels, the best way to place interstitial ads is between finished levels.

Some games place interstitial ads while the user is playing and they accidentally click on it. Accidental clicks will not bring you continued results and users will start to leave.

Gaming apps make the best use of interstitial ads while your user pauses the game. This way you’re not interrupting their gaming experience.


Game Business - Interstitial Ads

Source: Iconfinder

So when you’re showing ads in your app, segment them by frequency, ad type and placement. Get to know your users and recognize which users are the most valuable to you. For example, your most valuable users should see fewer interstitial ads than your non-paying users, or no ads at all.

About The Author

Hi there, I'm Chris and I'm the editor-in-chief of Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At we're covering all you need to know about mobile game business!


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