An interstitial ad is a full-screen advertisement that appears between content transitions, such as when a user navigates from one page to another or before accessing the main content. These ads temporarily block the underlying page until the user dismisses them or completes an action. Interstitial ads are commonly used on mobile and web platforms to promote offers, collect sign-ups, or display announcements.
While interstitial ads can attract high attention due to their size and placement, they directly interrupt the user journey. From a usability and SEO perspective, their impact depends on timing, relevance, and implementation. Poorly timed or intrusive interstitial ads can frustrate users, increase bounce rates, and reduce perceived site quality. Appropriate use focuses on balancing visibility with accessibility and user intent.
Advanced
Interstitial ads are evaluated not only as advertising elements but also as page experience factors. Search engines distinguish between acceptable interstitials such as age verification or cookie notices and intrusive interstitials that obscure primary content without clear justification.
Modern page experience systems used by Google assess interstitial behaviour on mobile devices in particular. Ads that significantly hinder access to content after a user clicks from search results may negatively affect visibility. Best practice includes limiting interstitials to specific triggers, ensuring easy dismissal, and avoiding display on initial page load for organic visitors.
Relevance
- Impacts user experience and engagement.
- Influences mobile search visibility.
- Affects bounce rate and session duration.
- Plays a role in compliance and accessibility.
- Requires careful balance between promotion and usability.
Applications
- Email subscription prompts triggered after engagement.
- Limited-time promotional announcements.
- Legal notices such as age verification.
- App install prompts on mobile devices.
- Campaign-specific offers with controlled timing.
Metrics
- Bounce rate changes following interstitial display.
- Conversion rate of interstitial-driven actions.
- Time to content interaction.
- Mobile usability and page experience signals.
- Organic traffic stability after deployment.
Issues
- Intrusive placement disrupts content access.
- Poor dismissal options frustrate users.
- Overuse increases bounce rates.
- Mobile penalties reduce search visibility.
- Accessibility barriers affect compliance.
Example
A publisher added a full-screen promotional interstitial on mobile page load. User engagement declined and organic traffic dropped. After adjusting the ad to appear only after scroll engagement and ensuring clear dismissal, bounce rates recovered and search visibility stabilised.