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The digital marketing glossary > I > What is Interstitial ad definition?

What is Interstitial ad definition ?

An interstitial is an ad which appears between two content pages while visiting a website or by extension an ad displayed before accessing the homepage. An interstitial takes up the full extent of the browser window and disappears after a few seconds to allow access to the intended page.

Historically, in low bandwidth times, an instertitial allowed the loading of "big" ad Flash files while visitors were browsing the site.

Interstitial has good visual impact but may be seen as intrusive. It is usually considered as adapted for branding purposes but one might wonder whether the intrusiveness could hurt the brand.

Furthermore, for interstitial which are between two content pages, the effect is even more intrusive because it may interrupt the reading process. Therefore, chances are high to have less attention and clicks.

For this reason, pre-home interstitials are often preferred as opposed to "traditional" interstitials.

In the below example the advertiser benefits from a roadblock after the interstitial disappearance.


Another example:

Published on Tuesday 23 October 2012, mis a jour le Friday 2 November 2012 (Authors)