Interstitial ads are one of the highest-earning ad formats available to app publishers today. These full-screen placements appear during natural pauses in user activity. For example, you see them between game levels of Candy Crush where users get some extra moves. They are known to deliver strong engagement without disrupting the experience. According to Appodeal’s 2024 Benchmarks, interstitial ads now boast an average eCPM of $11.35 and 2.96 impressions per daily active user, outperforming banner ads significantly.
But high returns come with hurdles, too. Poor ads placement or timing can frustrate users, drive uninstalls, and even trigger Google penalties. This guide breaks down the best practices for using interstitial ads effectively, so you can maximise revenue while keeping users satisfied.
7 Best Practices for Interstitial Ads for App Publishers & Game Developers
Interstitial ads are great for monetization when placed appropriately. But when poorly implemented, they disrupt user flow. They might also cause accidental clicks or lead to policy violations or account bans. If you’re building a mobile game or app, we have best practices that will guide you how to use interstitial ads in a way that respects user experience. Continue reading.
1. Position Interstitial Ads at Natural Pauses in Gameplay
Nobody likes interruption mid-action in a game and game developers should realize that. Interstitial ad format work best when they don’t interrupt a user.
In video games, this usually entails displaying ads at the conclusion of a level or when you require additional moves or lives to finish it.
For example, Candy Crush Saga introduces interstitials after completing a level. This approach doesn’t feel forced because the user is already in a pause state. If it would appear when the user is engaged with core gameplay, that will ruin the experience.
2. Always Provide a Clearly Visible Close Button
Users should not be forced to watch ads till the end. They must always feel in control. This requires interstitial ads to include a visible and intuitive close (X) button. For static or image-based interstitials, this button should appear immediately. For video interstitials, the button may be delayed by up to 5 seconds. In the case of third-party video ad networks, this can extend to 30 seconds.
8 Ball Pool does this well. After a match, the game may display an interstitial ad with a short delay and then clearly reveals the skip/close button. This maintains user trust and avoids confusion or accidental clicks that could lead to frustration and lower app ratings.
3. Avoid Overloading Your App with Too Many Ads
Too much ads can annoy any user and nobody likes it. Showing an interstitial every time a user completes a level or takes an action is disruptive for gameplay and will likely push users to abandon your app altogether. The frequency capping guidelines are there to protect both advertisers and user experience.
Subway Surfers is a classic example that demonstrates a balanced approach. Interstitials appear occasionally, usually after a run ends, but not after every game is over. This allows the game to remain engaging without making the ad experience feel overwhelming.
4. Stick to Google’s Guidelines
Custom ad templates that bypass AdMob’s built-in frequency capping or attempt to disguise ads within gameplay are against policy and can get your account penalized.
Google limits interstitial ads to a maximum of one per hour for each unique user. Avoid inserting ads in deceptive ways (e.g., after a “Next” button), and don’t build your own interstitial flow that deviates from platform recommendations.
5. Preload Interstitial Ads to Avoid Latency Issues
Network delays can cause unexpected ad behavior, such as the ad loading just after the user has tapped on something important. This might result in accidental clicks and negative sentiment. To prevent this, preload interstitials during gameplay so that when the moment comes (e.g., level end or death screen), the ad is ready to serve instantly without lag.
For example, Clash of Clans may not make extensive use of interstitials, but when advertisements do appear, they load without obstructing transitions.
6. Insert a Short Delay Before Displaying Ads in Tapping-Heavy Games
There are games where the user taps rapidly. In such games, immediately displaying an interstitial after gameplay can lead to unintentional ad clicks. Users may accidentally click on the advertisement while attempting to continue if it comes immediately after a “Next” or “Continue” button. This creates a poor experience and may also result in invalid clicks.
You can avoid this by inserting a short buffer screen before showing the ad. This could be a loading animation, score breakdown, or transition screen that gives users time to stop tapping and refocus.
7. Use A/B Testing to Find the Best Ad Timing and Placement
You must understand that not all games or user flows are the same. What works for a puzzle game might not work for an arcade runner or a story-driven app. A/B testing becomes crucial at this point. To determine how interstitials affect user retention, engagement, and revenue, you must experiment with various placements and intervals.
Regular testing lets you adapt your monetization strategy without compromising user experience. You’ll also be able to find the sweet spot where ad impressions don’t feel intrusive and revenue stays strong.
Bonus Tip: Maximize Your Interstitial Ad Revenue with YieldMonk
Getting the most out of your interstitial ads requires the right tools and partnerships. That’s where YieldMonk comes in.
We are Google Certified App specialists helping app developers and game publishers boost revenue without compromising user experience. Reach out to learn how we can help you maximize ad revenue.
