What is an interstitial ad?

Interstitial ads are a common mobile advertising format used in many free apps to generate revenue. These full-screen ads appear at natural transition points, like after completing a level or before exiting the app, and temporarily take over the user interface.

We’ll explain what interstitial ads are, how they work in mobile apps, how they compare to other formats like banner or pop-up ads, and when to use them effectively. If you’re working on mobile app monetization or optimizing your ad placement strategy, this breakdown is for you.

Definition of interstitial ads

Interstitial ads are full-screen advertisements that cover the interface of their host app. They typically appear between content, such as during transitions, level completions, or navigation pauses. Users must either tap to engage with the ad or close it before returning to the app experience.

In mobile apps, interstitial ads can be:

• Static images
• Rich media (HTML5)
• Video ads
• Playable previews (common in gaming)

Unlike banner ads, they occupy the entire screen, making them more attention-grabbing but also more disruptive if poorly timed.

Key types of interstitial ads

There are several variations of interstitial ads used in mobile apps

1. Static interstitials – Display a still image with clickable CTAs.

2. Video interstitials – Play a short video (usually 15–30 seconds) with a skip or close button.

3. Playable ads – Let users preview a game or try a simplified version of a product before downloading.

4. Interactive/rich media – Contain swipeable content, forms, or animated elements.

These formats are supported by major mobile ad networks like Google AdMob, Meta Audience Network, and Unity Ads.

Interstitial ads vs banner and pop-up ads

Interstitial ads, banner ads, and pop-up ads are three common ad formats, but they differ in how much space they take, when they appear, and how they affect user experience.

Interstitial ads are full-screen ads that appear during natural transitions, such as after completing a level or before moving to a new screen. The user must close or interact with them to continue. They offer high visibility and higher revenue potential but must be timed well to avoid disruption.

Banner ads sit at the top or bottom of the screen while the user continues their activity. They take up minimal space, do not block the interface, and are the least intrusive option. However, they generate lower engagement and lower CPMs because users often ignore them.

Pop-up ads appear on top of the current screen and interrupt what the user is doing. They are not tied to natural breaks, which makes them feel more intrusive if triggered at the wrong moment. In many cases, users see them as interruptions rather than a part of the expected app flow.

Benefits of interstitial ads

When used correctly, interstitial ads can support both monetization and campaign performance:

• Higher revenue per impression (CPM) compared to banner ads
• Full-screen visibility improves brand recall and click-through rates
• Suitable for apps with defined session breaks (e.g., games, quiz apps, reading apps)
• Flexible formats (video, static, playable) support various creative strategies

Interstitials are particularly useful for developers who want to monetize non-paying users without relying on subscriptions or in-app purchases.

Best practices for interstitial ads

To get the most out of interstitials without damaging user experience:

1. Place them during natural breaks (e.g., after a level, before closing the app). Never interrupt ongoing tasks.
2. Limit frequency – avoid showing too many interstitials in a short period.
3. Use clear close buttons to comply with ad network and app store guidelines.
4. Test formats (video, playable, static) to see what drives engagement without increasing churn.
5. Follow platform policies – especially on iOS and Android, regarding ad timing and UI coverage.

Pro tip: For Google AdMob, always enable frequency capping and impression control to stay within policy limits.

Disadvantages of interstitial ads

While powerful, interstitial ads come with trade-offs:

• User disruption: Poor placement or excessive frequency leads to frustration and churn.
• Risk of penalties: On web, intrusive interstitials (especially on mobile) can result in SEO ranking drops.
• Increased churn: If users perceive your app as “ad-heavy,” retention may drop.
• Limited use cases: Not ideal for apps with continuous flows (e.g., social feeds, chat apps).

Frequently asked questions

What is the Google intrusive interstitial penalty?

Google penalizes mobile websites that use intrusive interstitials, ads that cover a significant portion of content and disrupt access, especially on landing pages from search. This mainly applies to web SEO, not native mobile apps.

However, apps must still comply with AdMob policies and App Store review guidelines, which also discourage intrusive ad behaviors.

How to avoid penalties for intrusive interstitial ads?

To stay compliant:

• Use interstitials sparingly and strategically
• Don’t show ads immediately on app open
• Avoid layering multiple ad types (e.g., interstitial + banner + reward) in the same session
• Follow the official platform and ad network guidelines (e.g., AdMob’s interstitial policies)

Where can interstitial ads be used?

Interstitials are most effective in:

• Gaming apps – between levels or game over screens
• Content apps – after reading an article or viewing a video
• Utility tools – after a completed task (e.g., scanned result, converted file)
• Quiz or educational apps – between questions or modules

Conclusion

Interstitial ads are a proven mobile ad format for generating revenue, especially in free apps. They provide full-screen visibility, support various ad creatives, and drive higher CPMs compared to banners. But to succeed, you need to time them well, respect user flow, and follow platform guidelines.

Used correctly, interstitial ads can be a powerful tool in your app monetization strategy without hurting user experience.

If you’re testing different ad formats, optimizing app store visibility, or benchmarking how monetization strategies impact performance, MobileAction can help you analyze trends and make smarter growth decisions. Sign up today to explore how MobileAction supports your app’s growth across monetization, ASO, and paid acquisition.

Related terms

• In-App Ads

• Ad Monetization

• Ad Inventory 

• Ad Mediation 

• eCPM (Effective Cost Per Mille)