Interstitial ads have become one of the most effective tools in mobile app monetization. With in-app advertising generating two-thirds of global mobile app revenue, full-screen interstitial formats continue to stand out for their high engagement, strong click-through rates, and impressive eCPM benchmarks.
This guide covers everything you need to know about interstitial ads in 2026—from how they work and the different types available, to current eCPM benchmarks, platform rules, and best practices for maximizing revenue without hurting user experience.
What are interstitial ads?
Interstitial ads are full-screen advertisements that appear within an app during natural transition points—such as between game levels, after completing an action, or while navigating between content screens. These ads occupy the entire device display, creating a high-impact advertising experience through images, videos, interactive elements, or rich media overlays.
Unlike banner ads that sit passively at the top or bottom of the screen, interstitials demand full user attention. When a user encounters an interstitial ad, they have two choices: engage with the ad (which redirects them to the advertiser’s destination) or close it and return to the app. Static interstitial ads can typically be closed immediately, while video interstitials may require watching for up to five seconds before a close button appears.
Interstitial ads have grown rapidly in popularity across both mobile apps and websites, and they can be implemented in various formats including static images, short videos, animations, playable mini-games, and interactive rich-media elements.
How interstitial ads work
The process behind interstitial ads involves a real-time auction system. When a user reaches a natural transition point in an app, the app sends an ad request to the publisher’s ad network or mediation platform. The ad network then runs a real-time bidding auction among advertisers competing for that impression. The highest bidder wins, and their creative is displayed as a full-screen ad on the user’s device—all within milliseconds.
Advanced ad mediation platforms optimize this process further by running auctions across multiple demand sources simultaneously through header bidding, ensuring publishers get the highest possible eCPM for each impression. Frequency capping controls how often each user sees interstitial ads, with Google recommending no more than one interstitial ad per hour to maintain a positive user experience.
Why use interstitial ads?
There are compelling reasons why app developers and marketers increasingly rely on interstitial ads as a core part of their monetization strategy. Here are the key benefits.
Higher revenue potential
Interstitial ads generate significantly higher revenue than traditional banner ads. According to Adnimation’s research, interstitial ads on desktop outperform banner ads by over 5,000% in eCPM. On mobile, interstitial eCPMs in the US reached $14.32 on iOS and $14.08 on Android in Q4 2024—roughly 20 times higher than banner ad rates. This makes interstitials one of the most lucrative ad formats available to publishers.
Superior click-through rates
Full-screen placement ensures interstitial ads capture complete user attention, resulting in click-through rates of 4–5% on Android devices. This is significantly higher than the 0.1–0.3% CTR typical for banner ads. Higher CTRs translate to better campaign performance for advertisers and more revenue for publishers.
Immunity to banner blindness
Users have become conditioned to ignore small banner ads—a phenomenon known as “banner blindness.” Because interstitials fill the entire screen at natural pause points, they are impossible to overlook, ensuring every impression has genuine visibility and engagement potential.
Greater app install rates
Interstitial ads are particularly effective for driving app installations. By showcasing app features, gameplay previews, or product demonstrations in a full-screen format, they provide users with a compelling preview experience. Conversion rates for app installs from interstitial ads can exceed 20% on Android and 15% on iOS, making them a powerful tool for user acquisition.
Cross-platform flexibility
Interstitial ads work effectively across mobile apps, mobile websites, desktop sites, and even streaming platforms. This versatility makes them a go-to format for both publishers and advertisers looking to reach audiences across different environments and devices.
Enhanced targeting capabilities
By appearing at strategic transition moments, interstitial ads enable precise contextual targeting. Advertisers can deliver tailored messages at exactly the right moment in a user’s journey, improving ad relevance and boosting engagement rates.
Key types of interstitial ads
Interstitial ads come in several distinct formats, each suited to different advertising objectives and user experiences. Understanding the differences helps you choose the right format for your app.
1. Static image interstitial ads
Static interstitial ads use a single full-screen image to capture user attention. They are straightforward to implement, load quickly, and are effective for branding, promotions, and seasonal campaigns where clarity and visual impact matter most. Their simplicity makes them a good choice when fast deployment is a priority.
2. Video interstitial ads
Video interstitials use short video clips (typically 15–30 seconds) to deliver immersive brand messages, product demonstrations, or storytelling content. They achieve higher engagement rates than static formats due to their dynamic nature and often include sound. Video interstitials command a 40–60% eCPM premium over static versions.
3. Playable interstitial ads
Playable ads let users interact with a mini-version of a game or app directly within the ad. This hands-on experience is highly engaging and particularly effective for driving quality app installations, as users get a genuine preview before downloading. Playable ads consistently deliver higher conversion rates than passive ad formats.
4. Rich-media interstitial ads
Rich-media interstitials combine multiple interactive elements—text, images, video, and animation—into a single ad experience. Users can engage through swiping, tapping, or other gestures. These ads create memorable experiences and are effective for brands seeking deeper interaction with their audience.
5. Gamified interstitial ads
Gamified interstitials incorporate game-like elements such as challenges, quizzes, spin-the-wheel mechanics, or reward-based interactions. By turning ad viewing into an interactive experience, these formats boost engagement and brand recall while generating positive sentiment among users.
6. Rewarded interstitial ads
While not traditional interstitials, rewarded ads share the full-screen format but add a value exchange—users voluntarily watch ads in return for in-app rewards like virtual currency, extra lives, or premium content access. Rewarded ads achieve completion rates above 95% and eCPMs of $15–$30 in tier-1 markets, making them the highest-performing ad format overall.
| Type | Format | Engagement level | Best use case | Relative eCPM |
|---|---|---|---|---|
| Static image | Single full-screen image | Moderate | Branding, promotions, announcements | Baseline |
| Video | 15–30 second video clip | High | Storytelling, product demos, trailers | 40–60% premium over static |
| Playable | Interactive mini-game or app preview | Very high | App installs, gaming promotions | High |
| Rich media | Mixed interactive elements | High | Brand experiences, product showcases | Above average |
| Gamified | Game-like challenges or rewards | Very high | User engagement, brand recall | High |
| Rewarded | Value exchange (watch ad for reward) | Highest | Gaming apps, user retention | Highest (2–3× interstitial) |
Interstitial ads vs banner ads vs pop-up ads
Choosing the right ad format depends on your monetization goals and user experience priorities. Here is how interstitial ads compare to the other common mobile ad formats.
| Aspect | Interstitial ads | Banner ads | Pop-up ads |
|---|---|---|---|
| Screen coverage | Full screen (100%) | Partial (small strip) | Small overlay window |
| Typical sizes | 320×480, 480×320 (phones); 1024×768 (tablets) | 320×50, 728×90, 300×250 | Variable, smaller windows |
| Placement | Natural transition points | Embedded within content | Overlays on top of content |
| Average CTR | 4–5% | 0.1–0.3% | Generally low |
| eCPM range (US) | $5–$15 | $0.20–$1.50 | Varies widely |
| User experience impact | Moderate (when well-timed) | Low | High (often intrusive) |
| Ad blocker resistance | High (immune in apps) | Low | Low |
| Best for | High-impact campaigns, app installs | Persistent brand awareness | Lead capture, exit intent |
Interstitial ad eCPM benchmarks for 2026
Understanding current eCPM rates is essential for estimating your potential ad revenue. Interstitial ads consistently command some of the highest eCPMs across all mobile ad formats, though rates vary significantly by region, platform, and app category.
eCPM by country and platform
Based on Appodeal’s Q4 2024 data and 2025 industry reports, here are the average interstitial ad eCPM rates across top markets.
| Country | iOS eCPM | Android eCPM |
|---|---|---|
| United States | $14.32 | $14.08 |
| United Kingdom | $10.38 | $8.49 |
| South Korea | $10.04 | $11.23 |
| Canada | $7.21 | $8.64 |
| Australia | $6.88 | $6.65 |
| Western Europe (avg.) | $5.00–$8.00 | $3.00–$6.00 |
| Latin America (avg.) | $2.00–$4.00 | $1.50–$3.00 |
| Southeast Asia (avg.) | $1.50–$3.00 | $1.00–$2.50 |
A notable trend in recent years is the shift in platform dominance. Following Apple’s introduction of App Tracking Transparency (ATT) in 2021, Android has gained a larger share of ad revenue as most iOS users opt out of tracking. In 2019, iOS held 63% of ad revenue; by 2025, the situation has nearly reversed, with Android commanding a growing majority. Publishers should factor this platform shift into their monetization planning.
eCPM comparison across ad formats
To put interstitial performance in context, here is how interstitial eCPMs compare to other common mobile ad formats in tier-1 markets.
| Ad format | eCPM range (US) | Average fill rate | User experience impact |
|---|---|---|---|
| Banner ads | $0.50–$1.50 | 90%+ | Minimal |
| Interstitial ads (static) | $5.00–$8.00 | 70–85% | Moderate |
| Interstitial ads (video) | $8.00–$15.00 | 65–80% | Moderate to high |
| Native ads | $3.00–$3.30 | 75–85% | Low |
| Rewarded video | $15.00–$30.00 | 60–80% | Low (user-initiated) |
Gaming apps typically see 20–30% higher eCPMs than other app categories because users are more accustomed to ad interruptions in gaming contexts. If you are exploring the broader landscape of mobile app monetization, including how to combine ad formats with in-app purchases and subscriptions, check our guide on mobile game monetization models.
Where interstitial ads appear
Interstitial ads are versatile and appear across a range of digital environments. Here are the most common placements.
Mobile app interstitials
The most common use case. Full-screen ads appear at natural transition points in apps—between game levels, after completing an action, during content transitions, or on content loading screens. These placements feel less disruptive because they align with moments when users naturally pause.
Mobile website interstitials
Full-page ads displayed between page views on mobile websites. Unlike app interstitials, mobile web versions cannot appear when a user first lands on a site—they activate only when the user navigates between pages. They are frequency-capped and not suited to single-page or infinite-scroll websites.
Desktop website interstitials
Similar to mobile web interstitials but displayed between page views on desktop sites. While less popular than their mobile counterparts, they can still generate meaningful revenue for publishers with high-traffic websites.
Gaming interstitials
Strategically placed between game levels, during natural pauses, or after session completion. Gaming apps use interstitials both for monetization and cross-promotion of other titles. This context is one of the highest-performing for interstitial ad revenue.
Streaming services
Platforms like Hulu integrate interstitial video ads between content segments to monetize ad-supported tiers. These placements promote premium subscriptions or sponsor products during natural content breaks.
Google’s interstitial ad rules and penalties
Google takes user experience seriously and actively penalizes websites and apps that misuse interstitial ads. Understanding these rules is essential for avoiding SEO penalties and maintaining app store compliance.
Key placement and timing rules
Google requires that interstitial ads in mobile apps be placed at natural transition points in the flow of an app. Specifically:
- Ads should appear at natural breaks or transitions, such as between game levels, after completing an action, or between content pages.
- Ads must be shown before navigation elements (like “Next” buttons), not after—to prevent accidental clicks.
- Frequency should be limited to a maximum of one interstitial per hour to avoid overwhelming users.
- Ads must be appropriately sized for the device screen and include clear, easily accessible close buttons.
- All ad content must comply with Google’s advertising policies regarding sensitive content.
Penalized interstitial behaviors
Google announced penalties for intrusive mobile interstitials in 2016 and has since expanded enforcement. The following behaviors can result in ranking penalties or policy violations:
- Showing interstitial ads at app launch or exit, blocking users from accessing content.
- Displaying ads that cover content immediately when users arrive from search results.
- Using standalone interstitials that must be dismissed before content is accessible.
- Showing ads during or immediately after loading—when users expect content to appear.
- Displaying interstitials during gameplay or in the middle of active user interaction.
Exceptions to Google’s interstitial penalties
Not all full-screen overlays trigger penalties. Google makes exceptions for:
- Cookie consent notices and age verification prompts (legally required interstitials).
- Login walls for content behind authentication (e.g., paywalled or private content).
- Banners that use a reasonable amount of screen space and are easily dismissible.
How to avoid penalties for intrusive interstitial ads
Avoiding penalties requires a user-first approach to interstitial implementation. Here are the essential steps:
First, ensure strict compliance with both Google’s interstitial guidelines and Apple’s App Store Review Guidelines. Both platforms have clear rules about when and how interstitial ads can appear.
Second, address ad latency by preloading interstitial ads. Network delays can cause ads to appear at unintended moments, disrupting the user experience. Preloading ensures ads are ready to display instantly at the correct transition point without causing unexpected interruptions.
Third, implement robust frequency capping. Industry best practice is to limit interstitial ads to one per hour at a minimum. More conservative approaches—such as one per session or one per several user actions—tend to maintain better retention rates. Start conservatively and increase frequency only when analytics show user engagement remains stable.
Fourth, monitor your analytics for warning signs. Declining click-through rates, increased uninstall rates following ad impressions, and shorter session durations all indicate that your interstitial frequency or placement is hurting user experience.
Best practices for implementing interstitial mobile ads
Following proven best practices helps you maximize ad revenue while keeping users engaged and your app in good standing with platform policies.
1. Prioritize user experience
Always place interstitial ads at natural breakpoints—between game levels, after completing a task, or during content transitions. Never interrupt users during active engagement, loading screens, or immediately after app launch. The goal is for ads to feel like a natural part of the app flow rather than an unwelcome disruption.
2. Make the close button clearly visible
Ensure the exit button is prominent, easy to find, and large enough to tap comfortably on all screen sizes. A well-placed close button prevents accidental clicks (which hurt advertiser performance and inflate false engagement), reduces user frustration, and keeps your app compliant with platform guidelines.
3. Use A/B testing for placement and frequency
Run controlled experiments to find the optimal balance between revenue generation and user retention. Test different ad placements, frequencies, and timing to identify configurations that maximize eCPM without increasing churn. Track key metrics like ads per session, retention rate, session duration, and CTR to guide your decisions.
4. Segment your user base
Not all users should see the same ad experience. Consider showing interstitial ads only to non-paying users while offering an ad-free experience to subscribers or users who have made in-app purchases. This segmentation protects your most valuable users from ad fatigue while still monetizing free users effectively.
5. Implement ad mediation
Use an ad mediation platform to run real-time auctions across multiple demand sources. This ensures you get the highest possible eCPM for every impression. Mediation platforms that support both waterfall and header bidding can increase fill rates and revenue by 20–40% compared to single-network setups.
6. Combine interstitials with other ad formats
Smart publishers use a hybrid ad strategy. Banners provide a consistent revenue baseline (with 90%+ fill rates), interstitials monetize high-value transition moments, and rewarded video captures premium engagement from willing users. This layered approach maximizes total session revenue without over-relying on any single disruptive format. For more on combining revenue streams, see our guide on freemium app monetization strategies.
7. Optimize for mobile screen sizes
Ensure your interstitial ad creatives render correctly across all device sizes and orientations. Common interstitial sizes include 320×480 and 480×320 for smartphones, and 1024×768 or 768×1024 for tablets. Test on multiple devices to verify that ads display properly and close buttons remain accessible.
Interstitial ad implementation checklist
Use this checklist to ensure your interstitial ad setup follows best practices and complies with platform requirements.
| Area | Requirement | Status |
|---|---|---|
| Placement | Ads appear only at natural transition points | ☐ |
| Timing | Ads shown before navigation elements, not after | ☐ |
| Frequency | Maximum one interstitial per hour (or less) | ☐ |
| Close button | Clearly visible and easily tappable on all devices | ☐ |
| Preloading | Ads preloaded to prevent latency issues | ☐ |
| User segmentation | Paying users excluded from interstitial ads | ☐ |
| Mediation | Multiple demand sources connected via mediation | ☐ |
| A/B testing | Ad placement and frequency tested and optimized | ☐ |
| Compliance | Ad content meets Google and Apple policy requirements | ☐ |
| Analytics | CTR, retention, and churn monitored post-implementation | ☐ |
Emerging trends in interstitial advertising for 2026
The interstitial ad landscape continues to evolve. Here are the key trends shaping the format’s future.
AI-powered personalization. Machine learning algorithms now optimize ad creative, timing, and frequency in real time based on individual user behavior patterns. AI-driven ad personalization is expected to significantly improve relevance and reduce the perception of intrusiveness.
Hybrid monetization dominance. In 2025, over 60% of top-grossing apps use hybrid monetization models that combine in-app ads, in-app purchases, and subscriptions. Interstitials play a key role in this mix as the primary ad format for monetizing non-paying users. For subscription-based apps, platforms like Adapty help manage the subscription and paywall side while ad networks handle the advertising layer.
Privacy-first advertising. With Apple’s ATT framework and Google’s evolving Privacy Sandbox on Android, contextual targeting is gaining importance over behavioral tracking. Interstitial ads benefit from this shift because their placement at natural transition points provides strong contextual signals without requiring individual user tracking.
Augmented reality and immersive formats. AR-powered interstitials are emerging as the next frontier, allowing users to interact with 3D product models or virtual environments within ad experiences. These formats are expected to drive even higher engagement and eCPMs as AR technology becomes more accessible.
Rewarded interstitial hybrid formats. The line between traditional interstitials and rewarded ads is blurring, with new formats offering optional rewards for ad engagement while maintaining the full-screen interstitial placement. This approach combines the visibility of interstitials with the positive user sentiment of rewarded ads.
