What Is Interstitial Advertising?

Interstitial advertising is the use of very small advertisements in between two pieces of programming or information that viewers are watching or downloading. By using these brief ads, marketers can essentially attract a captive audience that is unlikely to tune out the message. In the world of broadcasting, interstitial advertising refers to the brief ads that show up either between two programs or two longer ads. Internet usage of interstitial ads is managed by placing a short ad that appears when a user clicks on a link, plays its short message, and then redirects the user to the intended page.

One of the most crucial goals in the advertising world is getting consumers to hear the intended message. This can be difficult with modern consumers, who are well-versed in tuning out the unwanted messages that interrupt their desired entertainment. For example, television watchers often switch the channel when commercials appear, while internet users sometimes ignore the banner ads that appear on web pages. A way to get around this consumer behavior is by practicing interstitial advertising.

The essence of interstitial advertising is that it should be placed between two other items of programming or information. These items might not even be related to the message of the advertising, although they should ideally attract the same target audience. Since the consumer is less likely to ignore or turn off a short ad when he or she knows that their desired programming is coming up in seconds, the interstitial ads usually get their message across.

Television is an excellent medium for interstitial advertising. Consider the example of two extremely popular television shows that are airing back-to-back on the same channel. A company that can place a short ad between those two shows is more than likely to be assured of consumers at least watching the message. If the ads can fit in the essential information in that short time, a large audience will be exposed to it.

In recent years, the usage of interstitial advertising on the internet has become extremely popular. This occurs when an ad pops up briefly after a user clicks on a certain link. For example, consumers browsing the website of a popular magazine might click on a link and be confronted with a brief ad touting lower subscription rates for the magazine. The ad should have eye-popping graphics and a succinct message that quickly gets the attention of the consumer. Most interstitial internet ads, as a courtesy, contain a link which allows users to opt out of the ads before they are finished.