Advocating the Interstitial: How Transitional Ads Can Rewrite Your Direct Marketing Playbook
I have been an advocate of interstitials (or transitional ads) for about 3 years now. Numerous reports have shown that not only are they more effective than pop-ups/pop-unders, but they are also considered far less annoying by the user. Here is a graphic from a September 2004 eMarketer reportc comparing effectiveness of interstitials over pop-ups/unders. (click on thumbnail for larger image)
What other types of ad format affords major advertisers with the best of both worlds? We are in a day when you can go to a site and the publisher has loaded four or five different ads on each page. It becomes very easy for the marketer’s message to get lost among all the content and the competing ads.
Interstitials provide the advertiser with a very powerful medium since they are delivering their message when they have the user’s full and undivided attention. Since I have been preaching the use of interstitials as a powerful and effective ad format, it has been interesting to see the evolution and acceptance of the ad format. The general sentiment on the format is still a bit misunderstood though.
The single most common response I hear from advertisers and agencies alike is that interstitial ads are great for branding and not so great for direct response marketing. I believe that this common misconception is due, in part, to the timed nature of the ads. I believe that many people liken the ad format to that of a television commercial because much like a TV commercial, the ad appears for a set amount of time and then goes away.
Reader Comments.
No comments yet
Leave a Comment
Pages: 1 2 next page »
Tags: direct_marketing and interstitialArticle Sponsor
More Features
-
Loading ...
Latest News
- Hulu’s Bringing Its “A” Game But… March 19th 2010 ADOTAS – Hulu’s sales team is actively subverting the ad [...] more »
- Yelp! A class-action suit? March 19th 2010 ADOTAS – One of three civil suits against Yelp filed [...] more »
- Viacom Accuses Google; Testing Digital Millennium Copyright Act March 19th 2010 Viacom has accused Google of turning a blind eye to [...] more »
- Google to Leave China April 10th? March 19th 2010 ADOTAS – According to the China Business News, Google Inc [...] more »
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
Features
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
- Secret Salsa Recipe: The Best Digital Marketing Mix March 11th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
