Study Confirms Effectiveness of Interstitial Ads

A new study of interstitial advertising confirms the effectiveness of such
ads despite an apparent lack of consumer acceptance.

The Interstitial Advertising Intelligence Report, released by Boulder,
CO-based MarketAdviser, outlines consumer
friendly how-to action plans for publishers and advertisers seeking to
implement the power of interstitials and provides a proposed set of
guidelines for defining standard interstitial units.

Interstitials are nearly twice as effective as banner ads for increasing ad
recall and conveying the advertiser’s main message, according to the study.
Click rates are, on average, five times those of banner ads. However,
consumers find interstitials twice as irritating as banners.

“As the power of television advertising merges with the Internet, and we
witness declining ad banner performance, both advertisers and publishers are
looking for better
performing and greater revenue-generating alternatives,” said
MarketAdviser.com Market Strategist Keith Pieper.

“Advertisers and publishers find interstitials attractive for their stellar
performance and revenue-generating abilities, but have been apprehensive to
aggressively move forward,
fearing consumer backlash towards this intrusive ad type,” he said.

The report profiles a typical interstitial advertisement configuration and
provides actionable guidelines for advertisers and publishers to overcome
these obstacles, the company said.

Interstitial media spending will grow over 2,000 percent from 1998 to $1.4
billion in 2003, predicts the 62-page report. The report may be purchased at
the site of
MarketAdviser.com, which specializes in e-business intelligence services and
products for Internet advertisers, marketers, publishers, merchants and
technologists.

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