Interstitial Ads
Interstitial ads are full-screen ads that appear between content transitions in apps, capturing attention at natural pause points in the experience.
Definition
Interstitial ads are full-screen ad units displayed at natural transition points within apps, between game levels, after completing an action, or during content loading. They're served within the app's own experience (not in social feeds) and take over the entire screen before the user can continue.
Interstitials are a primary monetization format for free-to-play mobile games and apps. Publishers integrate them at level completion, game over screens, and menu transitions. For advertisers, interstitials offer high visibility and full-screen creative canvas, though they must be balanced with user experience or risk negative review sentiment.
The format is particularly common in the in-app display ecosystem via networks like AppLovin, ironSource/Unity, and Digital Turbine, where they're served programmatically across thousands of publisher apps.
Why it matters
Interstitials achieve among the highest viewability rates of any mobile ad format, the full screen must be acknowledged before the user continues. For mobile game UA specifically, interstitials in gaming apps reach an audience that's already demonstrated willingness to engage with game content, making them a high-relevance channel.
Frequently asked questions
Why do some apps show too many interstitial ads?
Publishers balance ad revenue against user retention. Too many interstitials increase CPM and revenue short-term but damage session length and retention long-term. The optimal frequency balances monetization with user experience, typically no more than one interstitial per 3–5 minutes of gameplay.