Interstitial Ads
Full-screen, unavoidable — shown between moments.
Overview
Interstitial ads are full-screen ad units that occupy the entire display between content transitions — for example between levels in a mobile game, between pages in an article, or when launching an app. Because they take over the whole screen, they generate high viewability and strong brand recall, but must be implemented carefully to avoid frustrating users.
How it works
The ad is triggered at a natural breakpoint in the user journey (e.g. level complete, article page turn). The full-screen creative renders — typically an image, HTML5 unit, or video — with a close/skip button that appears after a delay (Google requires this to be visible within 5 seconds on mobile). The user can tap the ad to visit a landing page or tap the X to dismiss.
Common uses
- →Mobile gaming monetisation
- →App onboarding flows
- →Mobile web between article pages
- →App install campaigns
Pros & cons
Pros
- ✓Near-100% viewability — full screen, impossible to miss
- ✓Higher CTR than standard display
- ✓Effective for app install and direct response
- ✓Works well at natural transition points
Cons
- ✗Can severely damage UX if overused
- ✗Google penalises intrusive interstitials on mobile SEO
- ✗High accidental click rate inflates CTR metrics
- ✗User frustration leads to app uninstalls if frequency is too high
Live examples
Simulated mockup — illustrative, not a real ad
Mobile app interstitial
Tap "Next page" to trigger the interstitial. The close button is locked for 5 seconds — this mirrors Google's policy for mobile interstitials.
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Full-screen ad. Close button appears after 5s.
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Live ad — served by Google AdSense
And here's the real thing: an actual ad served into the page. What appears depends on the advertiser auction and your browser — it won't always match the format above.
Ad slot
Awaiting AdSense ad unit
Key metrics
Avg. CTR
1–3%
Pricing model
CPM or CPC
Viewability
Near 100%
Typical CPM (mobile)
$5–$20
Advertisement
Ad slot
Awaiting AdSense ad unit