Interstitial ads are full-screen ads shown to users at natural breaking points in an app’s flow. These full-screen ads allow an advertiser’s message to be delivered more strongly and directly to users in comparison to standard banner ads, resulting in higher eCPMs.
In our experience, interstitial ads command 2-5x higher click thru rates versus standard banner ads in the same app. Since many mobile ads are sold on a cost-per-click – CPC – basis (that is, you get paid per click), that means that each interstitial ad you show generates 2-5x more revenue than each banner ad you show. Also, some interstitial ads, especially video ads, are sold on a CPM basis (you get paid each time you show an ad, regardless of whether the user clicks on the ad). This means that you get paid for each and every ad you show – unlike cost per click ads.
Our developer partners have seen great results in monetizing their apps using a combination of both interstitial and banner ads. We recommend that developers include interstitial ads in their apps whenever possible. Since interstitial ads take over the entire app screen, we recommend interstitials be placed at natural breaking points in the app’s flow, for example at app launch or between levels or turns in a game.