Interstitial advertising places short ads between programming or information to attract a captive audience. It is effective in getting consumers to hear the intended message, especially on TV and the internet. Internet interstitial ads are popular, but contain an opt-out link.
Interstitial advertising is the use of very small advertisements between two pieces of programming or information that viewers are watching or downloading. By using these short ads, marketers can essentially attract a captive audience that is unlikely to hear the message. In the world of broadcasting, interstitial advertising refers to the short advertisements that appear between two programs or two longer advertisements. Internet usage of interstitial ads is managed by placing a short ad that appears when a user clicks on a link, plays your short message, and then redirects the user to the intended page.
One of the most crucial goals in the world of advertising is getting consumers to hear the intended message. This can be difficult for modern consumers, who are well-versed in tuning out unwanted messages that interrupt desired entertainment. For example, viewers often switch channels when commercials are shown, while Internet users sometimes ignore banners that appear on web pages. One way around this consumer behavior is by practicing interstitial advertising.
The essence of interstitial advertising is that it must be placed between two other items of programming or information. These items may not even be related to the advertising message, although they should ideally appeal to the same target audience. Because consumers are less likely to ignore or opt out of a short ad when they know their desired programming is coming within seconds, interstitial ads often get their message across.
Television is an excellent medium for interstitial advertising. Consider the example of two extremely popular television shows that air on the same channel. A company that can place a small ad between these two programs is more likely to be sure consumers are at least watching the message. If ads can fit the essential information into that short amount of time, a large audience will be exposed to it.
In recent years, the use of internet interstitial advertising has become extremely popular. This occurs when an ad is displayed briefly after a user clicks on a certain link. For example, consumers browsing a popular magazine’s website may click on a link and be confronted with a brief advertisement touting lower subscription rates for the magazine. The ad should have eye-catching graphics and a succinct message that quickly grabs the consumer’s attention. Most Internet interstitial ads, as a courtesy, contain a link that allows users to opt out of the ads before they end.
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