Intrusive Interstitial
An intrusive interstitial is a type of online advertisement that appears over the main content of a webpage, often blocking the user's view and requiring an action to dismiss.
Description
In the digital marketing industry, intrusive interstitials are ads that disrupt the user experience by appearing in a way that obstructs the main content of a webpage. These ads are typically full-screen pop-ups or overlays that users must interact with to either close or proceed to the content they intended to view. While they can be effective for grabbing attention, they are often seen as annoying and can lead to a negative perception of the brand. Google has penalized websites that use intrusive interstitials, particularly on mobile devices, due to the poor user experience they create. Marketers need to balance the need for advertising with the user experience to avoid driving users away.
Examples
- An online news website displays a full-screen ad promoting a subscription service every time a user tries to read an article. The user must close the ad before accessing the content.
- A mobile game app shows a pop-up ad for another game immediately after the user completes a level. The ad covers the entire screen and must be closed before the player can proceed.
Additional Information
- Google's algorithm update penalizes websites that use intrusive interstitials, especially on mobile devices.
- Alternatives to intrusive interstitials include less disruptive ad formats like banner ads or native ads that blend with the content.