2024 Interstitial Ads Update: 2 Key Changes for Publishers and Developers

Are You Ready for the New Interstitial Ads Changes? On November 4, 2024, major changes to interstitial advertisements will take effect, affecting the frequency and traffic of ads that publishers and app developers can control. These modifications aim to improve user interaction and ad visibility while giving publishers greater control over their ad campaigns. Continue reading to learn everything there is to know about the updates from this blog post!

What Are Interstitial Advertisements?

To differentiate themselves from other ad formats like pop-ups, banners, or native ads, interstitial ads take up the whole interface of a website or application. Usually, they are shown during breaks or natural transitions, like between activities or game levels. Users can interact with these adverts by clicking on them to reach their destination or by closing them to carry on with their present activity.

Rich media, photos, videos, and text are just a few of the formats that interstitial advertisements can take. While video advertising often offers a close option after approximately five seconds, text or image ads can be closed immediately. We live in a mobile-first world, therefore even though these adverts show up on desktop and mobile devices, we will concentrate on talking about mobile interstitial ads in this discussion.

New Default Setting for Traffic

Web interstitials were formerly limited to showing to users who had explicitly consented. All traffic, even users who have not given their agreement, will be able to see interstitial advertising thanks to the new default option. Because a wider audience will now be able to view these advertisements, this change attempts to boost the number of impressions accessible to publishers. More impressions provide consumers with more chances to interact with advertisements and click through to advertiser websites, which increases publisher ad income.

Consequences of the Update

• Increased Impressions: Publishers can anticipate a significant increase in ad impressions, which might increase overall income if interstitials are permitted to be displayed to all users.
• Opt-Out Option: Publishers can choose to remain in control of their ad display preferences by opting out of this new setting and sticking with the prior consent-based strategy.

Reduction of the Default Frequency Cap

One impression every ten minutes will be the new default frequency cap for web interstitial advertising, down from one impression every sixty minutes. As a result of this modification, users will see interstitial adverts more often when they browse.

• Higher Exposure: Users will see interstitial ads more frequently under a more aggressive frequency cap, which could result in higher click-through rates (CTRs) and conversions.
• Custom Frequency Settings: Publishers are able to specify a minimum of one impression each minute for their frequency caps. This adaptability enables customized ad campaigns that complement revenue and user experience goals.

How does the decrease in the default frequency cap affect user engagement?

User engagement is greatly impacted by the default frequency cap for interstitial advertising being lowered. Interstitial adverts will appear more frequently to users, increasing advertising visibility. Because they are reminded of the product or service more frequently in a shorter amount of time, people may have better brand recall and awareness as a result of this increased exposure.

• Ad Fatigue Risk:- Frequency increases run the danger of causing ad fatigue even though they can increase impressions. Users may become irritated and develop unfavorable opinions of the brand when they watch the same advertisement over and over again. Users may eventually get numb to the advertisements as a result, which could lower interaction rates. Custom frequency caps allow publishers to customize ad exposure according to the actions of their target audience. By letting publishers modify settings based on user reaction and engagement metrics, this modification helps reduce the risks that come with higher frequency.
• Advantages of Interstitial Advertising:- Let us talk about the advantages of interstitial advertising before we look at how to make them:
• Higher Income:- When done well, interstitial ads are interesting and produce a high level of user engagement, which facilitates the generation of ad revenue and increases app monetization.
• Increased Conversion and Click-Through Rate (CTR):- Interstitial ads typically have a higher CTR for their ad destinations because they are positioned at different intervals. Larger ad sizes can also reach a wider audience by generating more impressions, which raises the CTR and eventually boosts conversions.
• Successful Promotion:- Because of their size and placement, interstitial ads can attract attention to campaigns, even though some users may find them bothersome. Interstitial advertising has the power to effectively promote companies and increase engagement when utilized wisely.
• Higher Revenue from Business:-Because of their high impression rates, interstitial advertising is used by many developers and marketers. These advertisements are a well-liked option for optimizing ad revenue since they are recognized to produce significant profits.
• Recommended Practices to Remember:-Even if interstitial advertisements seem enticing, there could be drawbacks, particularly if you violate any of Google’s policies. Websites that display “intrusive” interstitial advertising are penalized by Google. Refrain from engaging with interstitial adverts that:

Open as soon as the program is launched;-Are continuously displayed;-Appears following each action taken by the user;-Avoid appearing when a natural transition might otherwise occur (e.g., while the user is browsing or making a purchase)
– Go over the page’s primary content.

Now that you know the dos and don’ts, let us look at how to make interstitial advertising function on mobile devices.

Advice for Effective Interstitial Advertising

1. Keep Ad Size Within Limits: Although precise measurements are not necessary, it is best to keep ads at 15% or less of the screen. In order to guarantee a satisfying user experience, avoid concealing all material.

2. Place Ads Naturally: Take into account where you want to put your ads. As a general rule, advertisements should appear when the user presses the pause button or at anticipated stopping places. It may also be effective to put them before a vital action.

3. Choose the Appropriate Timing: Too frequent interstitial ad placements are frowned upon by Google. Instead of showing your advertising at random intervals, consider showing them at distinct points of the user journey to cut down on both the duration and frequency.

4. Make the escape Button Easy to Use: Your audience, particularly mobile users, would appreciate an easy-to-use escape button. Make sure it is immediately observable and accessible.

5. Use Testing Tools: Although Google has not yet released an official testing tool for interstitial advertisements, a number of web applications can assist in identifying ads that excessively take up screen real estate through picture identification.

Incorporate Mobile Interstitial Ads Immediately Into Your Marketing Plan!

Your interstitial advertisements have the potential to raise your impression rates, conversions, CTRs, and, of course, ad income when used properly. You can successfully incorporate interstitial advertisements into your marketing approach by using the previously provided advice and following Google’s standards.

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