Remember flipping through your morning paper and finding a full page ad between sections? The spread had plenty of room for stunning design and compelling information on why a product or service was a must-have. Advertisers have puzzled over how to create the same experience in a digital publishing landscape, and the same results. Interstitial advertising is the answer. One of the top complaints consumers have about digital advertising is the way it can be disruptive. It’s certainly frustrating to log on to a site to read an article only to be bombarded by popups, auto-playing videos, and flashing banners that interrupt the reader’s concentration on a written article or piece of video content. Interstitial advertising gets more of the viewer’s attention because it can fit naturally into transitional moments in the digital consumer’s reading experience. In between articles, app screens, chapters in a video game, or between videos, interstitial ads appear and take up the whole screen. You get more real estate to share your brand message, the viewer is more likely to linger rather than immediately click away to get back to their preferred content, and you create a similar experience to flipping through a magazine or paper. In fact, interstitials create such a seamless experience that some websites, including Google Docs and Yelp, have started designing their web interfaces to look more like interstitial ads. These invitations to transfer from a web browser to an app are one of the biggest success stories of interstitial advertising That style is distinctive, but so familiar you might take it for granted. A big, splashy image typically makes up the background of an interstitial ad, overlaid with a headline or slogan, some brief informational copy, and an invitation to move to an app or continue on to a mobile or desktop site. On the periphery, a button might appear allowing you to close the ad. Sometimes there’s just a link to the next page or the brand’s site. Sometimes the interstitial ad is designed to disappear after a certain brief span of time has passed. These invitations to transfer from a web browser to an app are one of the biggest success stories of interstitial advertising, giving users a quick, easy portal, as well as an immediate sense of the app’s value. Even if they choose not to download, the fastest path to the content they’re looking for is on your mobile site. While they make that decision, they’ve spent precious seconds considering your brand. And to exit the ad, they have to make some form of meaningful interaction. Consider video streaming services, for example, that include ads between scenes just like on TV. Those ads might take the form of a traditional television commercial, or they might take a page from the interstitial playbook. You might be invited to watch a longer, commercial style ad, or choose to interact with a shorter offering. The advertiser can afford to run a shorter ad knowing the consumer will have to pay greater attention, clicking on the ad or responding to it in some way. With more competition than ever for digital readers’ attention spans and online real estate, interstitial ads offer the unparalleled opportunity to have the whole screen with which to make an impression and actually catch readers’ attention. So if you’re considering this type of advertising, keep in mind that you’ll want to produce a sleek, graphic interface that is tailored specifically for that format. You’ll want to have a strong visual statement and a simple, brief message or call to action. Don’t use so many interstitial ads that the reader gets fatigued. You can get away with using these ads more sparingly than other types because they pack such a punch. And it’s not often, since the digital publishing revolution, that you can display a little of the print experience to your mobile audience. Interstitial ads generated 70% of global app-ad revenue. — AppFlood
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