Interstitial adverts drive heavy percentages of ad income for app developers, but optimizing their displays is key to achieving ad revenue success. Google has recently updated its guidelines about how interstitials should be displayed, so we at YeahMobi are going to take a look at what the latest standards are for implementing interstitial ads in apps.

What are mobile interstitials ads?

Interstitials, in mobile apps and on mobile web, are ads that pop up over a user’s screen. Normally, users can either click on the content of the ad or can click on the “x” to close it the display and continue using the app or game. As the formats for interstitials can vary from device to device and even ad network to ad network, the main standards organization in digital marketing has set down guidelines about how interstitials should be displayed on smartphones.

The Internet Advertising Bureau (IAB) released guidelines for displaying static interstitial ads and rich media interstitial ads. For static interstitials, the IAB recommends a max file size of 30KB and a max animation length on the ad of 15 seconds. At the same time, the organization suggests using the “Close X” button to clearly mark out how to leave the ad and ensuring that both the image and its corresponding landing page is web-optimized. For rich media interstitials, the IAB sets 35KB as the max file size, 15 seconds max for animations but 30 seconds for max video playback length. They also recommend mobile-optimized imagery and landing page, and set guidelines for the standard “Close X” button suggesting that it needs an “Expand” function on collapsed panels.

Google has also recently updated its guidelines for interstitial display ads on mobile. They advise not implementing interstitials when a user starts an app or exits an app. And never outside of an app. Another point is that publishers and developers should avoid setting interstitials on timers, where they pop up every, say, 45 seconds. Doing so can seriously harm the user experience, which could in turn lead to poor app store feedback and ratings, and ultimately a drop in user numbers.

Focus on the user

The strength of native ads is that they have the ability to allow for developers to boost revenue in a way that conveniences the end user. As adverts that can work in harmony with a user’s in-app journey, interstitials have great potential to satisfy the requirements of both users and publishers. But their unique features mean that if implemented poorly, they can lead to problems – but by working closely with your ad network and concentrating on your users they can also offer a smooth ride to a successful app business.