In advertising, user attention is highly valued. Naturally the best time for monetization is when your users are fully immersed in a game level, or in your app’s experience. So, how do you make the most of it without disrupting user flow?
Google AdMob’s new High-Engagement Ads setting is specifically designed for this purpose. This app-level control lets you fine-tune skip times and user interactions to deliver higher-performing ads. The goal? Maximize user attention and increase ad revenue.
We’ll cover everything you need to know: what are high engagement ads, how to enable them in AdMob, standard ads vs high engagement ads, and which ad formats support high-engagement ads.
Let’s dive in.
What are High Engagement Ads?
High Engagement Ads are an AdMob app-level setting that activates more interactive and ads with longer durations. They are specially designed to boost user engagement and maximize revenue.
With high-engagement ads, you will see
- Interstitial Ads: Skippable no later than 12 seconds
- Rewarded Ads: Skippable no later than 60 seconds
- Exit Flow: Up to 3 steps to exit the ad
- Enabled by Default: Applies to standard ad units only (not partner bidding units)
This setting allows Google Ads and Ad Exchange buyers to serve high-performing, more immersive ads, perfect for apps with highly engaged users.
How to Enable High Engagement Ads in AdMob?
By default, Google AdMob automatically enables high-engagement ads for all standard and partner bidding ad units. But if you’re looking to have more control over your app’s ad experience, especially for interstitial or rewarded ads, you can easily manage this setting.
A quick heads-up:
- You can only turn high-engagement ads on or off for standard ad units.
- This setting only applies to interstitial and rewarded ad formats. Native and banner ads aren’t affected.
A step guide to toggle on or off the high engagement ads:
- First, you can head to Google Admob and log in.
- You will find Apps in the sidebar. Choose your app name from the recent list. Alternatively, you can also tap on View all apps
- Select your App settings in the sidebar.
- You will see the pencil icon next to the High-Engagement Ads section. Tap on it.
- Choose between the switch to turn it On or Off.
- Hit Save and you’re done.
What are the Differences Between Standard Ads and High Engagement Ads?
There are quite a few differences between standard ads and high-engagement ads. We will discuss them below. But first, let’s check out the comparison table at a glance:
| Setting Type | Ad Type | Skip Time | Exit Steps |
| Standard Settings | Interstitial Ads | 5 seconds | 2 |
| Rewarded Ads | 30 seconds | 1 | |
| High-Engagement Settings | Interstitial Ads | 12 seconds | 3 |
| Rewarded Ads | 60 seconds | 3 |
1. Skip Time
- Standard Ads: Shorter skip times (5 seconds for interstitials, 30 seconds for rewarded) allow users to bypass ads quickly. This reduces frustration but also reduces the likelihood of ad revenue from completed views.
- High-Engagement Ads: Increased skip times (12 seconds for interstitials, 60 seconds for rewarded) mean users must watch more of the ad. This leads to more impressions and higher potential ad revenue.
2. Exit Steps
- Standard Ads: Fewer steps to exit (1–2), making it easier for users to skip ads with minimal interaction.
- High-Engagement Ads: More exit steps (3), requiring users to tap multiple times or take more action to leave the ad. This keeps users in the ad experience longer and increases the chance of ad engagement or completion.
Standard Ads vs High Engagement Ads When to Use Each
Both standard ads and high engagement ads are great but have different use cases. Knowing when to use which will help you. Take a look at this table to understand this better.
| Use Standard Ads If | Use High-Engagement Ads If |
| You want to reduce friction for new users. | You’re focused on monetization through ad completion. |
| Your app relies on user retention more than ad revenue. | Your app includes incentives or rewards (e.g., in games). |
| You’re targeting casual users or short session lengths. | You want higher eCPM and ad platform payouts. |
Which Ad Formats Support High Engagement Ads?
High-engagement ads are designed for interaction. They help grab attention and drive user action. Below, we’ll explore the most effective ad formats that support high engagement.
1. Rewarded Ads
Rewarded ads are opt-in formats in which users willingly view an advertisement in return for something valuable. For example, in-app currency or lifeline. This format naturally drives high engagement since the viewer has an incentive to pay attention.
2. Interstitial Ads
Interstitial ads are full-screen ads that appear during a natural pause in a game or app. If implemented carefully, they can guarantee attention right away due to their high visibility.
3. Rich Media Ads
Rich media ads have interactive elements. They might include video, animations, audios and more that allows brands to tell more engaging stories.
4. Interactive Video Ads
Interactive video ads allow users to engage directly with the content. This could be through polls or clickable product info that guide viewers based on their choices.
5. Playable Ads
Playable ads offer a “try-before-you-download” experience. You will see them mainly used in the mobile gaming industry. Users interact with a short demo of the app or game before deciding to download it.
Tips for High-Engagement Ads
- High-Engagement Ads are ideal for maximising monetisation during moments of peak user attention.
- Use High Engagement settings when your app has a loyal and engaged audience, and monetisation is a key focus.
- High-engagement ad formats include Rewarded Ads, Interstitial Ads, Rich Media Ads, Interactive Video Ads, and Playable Ads. They are each designed to capture attention and drive user interaction.
