What is Interstitial?
Interstitials are defined as messages or advertisements that appear on a user’s device at an attention-grabbing point during the loading of a page or screen, often between app screens or page transitions, encapsulating the content without the risk of embedding ads within the content. As with any advertisement, they must be used sparingly, as overusing them could detrimentally affect the overall user experience. Usability and engagement strike a balance when they utilize precise timing and provide visible close options.
A mobile game displaying interstitial advertising after each level is one example, as is an e-commerce site showing timed discount interstitials to new visitors.
Related terms: pop-up ad, mid-roll ad, pre-roll ad, splash screen, full-screen ad.