The Power of Interstitials … Are You Using Them?
Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and take action.
According to adspeed.com, an interstitial ad is a full-page ad that appears before (on top of) the actual webpage.
This illustration is a sample.
Your webmaster or Web programmer can easily put this in place via an html script. In a nutshell, it's an ad in the front/center of the screen (some sites even keep the ad in place if you scroll up or down, which I find annoying).
Typically, interstitials don't get blocked, like pop-up ads, by many websites or search engines. (For example, Google AdWords won't approve a PPC campaign if the redirect URL goes to a website that has pop-up ads).
An interstitial can feature various offers for lead generation (email collection) or sales (selling a product). It could be alerting the audience of a special offer, new product, poll or more.
Most interstitials are visually attractive, with strong promotional copy, calls to action and eye-catching graphics. Then the background of the ad is greyed-out, where you can still see the website behind the ad, but it's faded—so your focus is on the main offer. There's also a clear and obvious way to close the interstitial. No tricks or hard-to-find "close x" buttons.
Interstitials are ideal if you don't have room for banner or text ads on your website or you don't want to affect the current layout of you home page or website theme.
Not all interstitials, however, are created equal. I've seen some implemented that are not only unattractive, but are also ineffective in copy and execution. So think about the traffic and audience that may be coming to your website and the offer that may be most attractive to them.
Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].