Interstitial video ads display across the user interface, providing an immersive viewing experience. They usually appear at natural breaks or transition points in an app to minimize interruption. In general, they last 10‒30 seconds and can be skipped after 5 seconds.
Interstitial video ads generally appear after the user has just finished one set of operations and before they start the next. For example, an interstitial video ad might appear in a game just after a user completes a level, or in a learning app after a user masters a module.
This method avoids interrupting user flow, in turn boosting conversion rates.
Interstitial video ads are a way to reach the fraction of users who don't engage with rewarded video ads. As a result, these ads get more impressions.
In addition, interstitial video ads yield better CPM than their static image counterparts. Calculating revenue as impressions × CPM / 1000, more impressions and higher CPM spells higher revenue.
Suitability for various types of apps
Interstitial video ads can be shown in portrait or landscape mode. And without the special requirements of other formats such as rewarded video ads and native ads, a wider range of app types can be involved and integration is easier.