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Definition:<\/strong><\/p>\n An interstitial<\/strong> is an element that appears between a user and the content or action they want to continue. In digital advertising, it usually fills all or most of the screen and may contain text, images, video, animation or interactive components.<\/p>\n The format is used on both websites and applications. Its defining feature is not only its size but the temporary interruption<\/strong> of the journey: the user must close the element, respond to a request or wait for it to finish before continuing.<\/p>\n\n Its appearance may be linked to page loading, a section change, the completion of a task or another defined action. In an application, natural transition points<\/strong>, such as moving between levels or screens, help separate an advertisement from an active interaction.<\/p>\n An interstitial commonly combines an overlay layer<\/strong>, creative content and a closing mechanism. Depending on its purpose, it may also include a call to action, a form or a check that precedes access.<\/p>\n Common triggers<\/strong> correspond to different situations:<\/p>\n Exposure frequency<\/strong> determines how often the same person can see it. Without suitable limits, a relevant message can quickly become a repetitive barrier.<\/p>\n In display advertising<\/a>, an interstitial provides a large area<\/strong> for presenting a campaign and attracting attention. It can also perform non-advertising functions within a website or application.<\/p>\n Its uses include the following:<\/p>\n Performance depends on context, creative execution, audience and timing<\/strong>. An interstitial can generate impressions and direct responses, but it may also increase abandonment or accidental clicks when it interrupts a task.<\/p>\n A banner<\/a> usually remains integrated into an area of the page and allows people to view the content without closing it. An interstitial overlays the journey and requires a prior action<\/strong> before the complete view returns.<\/p>\n A pop-up<\/a> is an overlay box<\/strong> that appears over the interface and may cover only part of it. In Google’s terminology, interstitials cover the whole page, whereas dialogs cover one section and may obscure the remaining content.<\/p>\n Not every interstitial is an advertisement. Consent controls, age checks and certain access screens share an overlay presentation<\/strong>, but their purpose and requirements differ from those of a paid campaign.<\/p>\n The format’s ability to capture attention makes it a sensitive interruption<\/strong>. The close control should be visible, operable and understandable; the element should not cause unintended clicks or reappear insistently.<\/p>\n Accessibility<\/strong> requires keyboard focus to move into the interstitial, remain contained while it is open and return to the previous element when it closes. Controls need clear names, sufficient contrast and screen-reader compatibility.<\/p>\n Mobile adaptation<\/strong> must consider the actual screen size, orientation and areas occupied by the browser. A creative designed only for desktop may hide the close button or make the message unreadable.<\/p>\n Measurement should separate reach and response from possible experience costs. Impressions, viewability, frequency, closures, interactions, conversions, abandonment and invalid activity may all be analysed. An isolated CTR<\/strong> cannot distinguish genuine interest from accidental clicks.<\/p>\nHow an Interstitial Works<\/h2>\n
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Uses of Interstitials<\/h2>\n
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Differences From Other Formats<\/h2>\n
User Experience<\/h2>\n
Performance Measurement<\/h2>\n