作者：Piyush Shah

在持续发展的手机广告世界中，不同的广告形式开始在吸引消费者注意这条道路上扮演着更加重要的角色。为了在越发有限且更具有竞争性的手机屏幕空间上与消费者进行互动，广告商们需要保证持续创新与绝对的灵活性，如此才有可能抓住用户的心。

整版的插播广告应该是这一问题最有趣的解决方法。

在内容页面（特别是在游戏和手机应用中）间出现整版插播广告将会有效“隔开”游戏间或应用关卡间的内容。因为插播广告的规格通常是传统横幅广告的10倍，并且它会出现在常规内容流程中，所以这种类型的广告更能有效地吸引用户的注意。

为什么要使用手机插播广告？

获取专一的用户关注是市场营销者的目标。在如今用户注意广度逐渐扩散（游戏邦注：越来越多新兴连接设备的出现的结果）的时代，用户经常会因为各种内容而分心。通过最大利用屏幕上所有可行空间（不管是智能手机还是平板电脑），广告商更有可能提升用户的注意力，推动用户粘性的游戏点击率的提高，并最终带来更多的转换率。

插播广告让用户可以选择关闭广告并回到自己想看到的内容中。因为插播广告可以出现在应用发行前，应用关卡间或者玩家退出游戏前，所以它对于主要应用内容的干涉便会大大降低。如果用户想要继续使用应用，那么他们便会继续注意到插播广告。

视频点击率，转换率以及eCPM的提高

世界各地的主要品牌和应用开发商仍会继续使用插播广告，并获得更多超出预期的结果。无数广告商都出色地使用了插播广告，不管是注重呈现友好态度还是关注于快速消费品（FMCG）和游戏开发者。举个例子来说吧，有一间顶级酒店连锁店便发现自己在使用插播广告时，视频点击率增加了25倍。另外一家主要的欧洲休闲游戏开发商也在使用媒体插播广告进行推广期间提高了7倍的转换率。

基于更高的用户粘性和点击率，开发商的应用库存的千人印象成本（eCPM）也获得了显著的提升。当一家主要的美国应用开发商开始使用插播广告代替InMobi所提供的传统横幅广告进行盈利时，他们的eCPM值便提升了9倍多。

increase-mobile-advertising-revenue-multiple-ad-units(from placeplay)

在分析了过去6个月里InMobi上超过1万2千个应用下载活动，并比较了基于不同内容的传统横幅广告和插播广告的性能后，我们发现了一些有趣的结果：

在Android上，横幅广告能为生活方式内容带来最高的转换率（2.02%），而插播广告则能带给游戏最高的转换率（3.04%）

在iOS上，横幅广告最适合分类内容（2.7%），而插播广告则能给社交和娱乐应用带来最高的转换率（3.04%）

总的来看，我们会发现在推动游戏，社交和娱乐应用时，插播广告中更加有效。

提高应用盈利的最佳实践

与每一种广告形式一样，开发商可以在使用插播广告的同时通过执行并落实简单的最佳实践而获取利益。基于我们自身的经验，我将提出如下建议：

设置和频率

插播广告的设置应该尽量确保不会干扰用户体验。对于游戏应用来说最理想的情况便是，将插播广告设置在每个关卡之后；而对于非游戏应用则是，放置在2至3个页面之后。我们也可以在应用刚打开时设置广告，或在用户开始接触应用核心内容之前进行设置。尽管我们都希望能够越频繁地使用插播广告去获取盈利，但同时我们也必须注意到，每隔2，3分钟使用一次插播广告的开发商将能获得最大的eCPM值。而如果在游戏/应用的紧要关头设置过多插播广告则会带给用户体验消极影响。

不管你是致力于推广产品的广告商还是通过广告提高盈利的手机发行商，插播广告的性能总是会大大超过你的预期。它们不仅能够帮助你有效吸引用户的注意，同时也能够让广告商们更灵活地提供广泛的广告互动，从而更有效地吸引用户或推动更高的转换率。

通过最大限度地利用手机屏幕，开发者可以向用户传达更有趣的广告体验，从而为自己带来更高的利益。

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Interstitial mobile ads are killing it: 25 times video views, 7 times conversions, 9 times revenue

Piyush Shah

In a continuously evolving world of mobile display advertising, different variations of ad formats now play a critical role in the success of engaging with customers. In order to interact with audiences within an increasingly limited and competitive space on the mobile screen, advertisers need to ensure constant innovation and agility amidst strict constraints to capture a consumer’s attention.

The full-page interstitial ad is probably one of the most interesting solutions to this problem.

A full-page ad that appears between content pages, typically on gaming and mobile apps, interstitials are conducive to content “interruptions” between gaming or app levels. Since an interstitial ad unit is typically 10 times larger than the size of a traditional banner ad and also because of how it appears within the flow of regular content, this type of ad is more likely to capture the user’s attention than other formats.

Why mobile interstitials?

Gaining undivided user attention is a marketer’s utopia. In an age of dwindling attention spans – a direct result of more and more emerging connected devices – audiences are often distracted by something else. By making the most of all available space on the screen, whether smartphone or tablet, advertisers are more likely to maximize user attention, encouraging engagement, click-through and ultimately, conversions.

An interstitial ad provides the user with the option to close the ad and get back to the intended content. Considering that an interstitial ad appears either prior to the app launch, in between app levels or before exit, the ad’s interference with the main app content is also minimal. As users intend to continue using the app, attention for the interstitial ad is guaranteed.

25X increase in video views, a 7X increase in conversions, 9X increase in eCPMs

Leading brands and app developers from across the world continue to use interstitials on our network and the results have consistently exceeded expectations. Interstitial ads work wonderfully for a number of advertisers, ranging from those focused on hospitality to fast-moving consumer goods (FMCG) and game developers. For instance, a leading hotel chain saw as much as 25x increase in the number of video views when using interstitials. Another leading European casual game developer saw a 7X increase in conversions while promoting their app using a rich media interstitial ad.

With greater engagement and click-through, eCPMs delivered on developers’ app inventory are also significantly higher. eCPMs jumped by over 9 times when a leading American app developer began monetizing with interstitial ads as against traditional banners with InMobi.

After analyzing more than 12,000 app-download campaigns run on the InMobi network over the last six months and comparing the conversion performance across traditional banners and interstitials for different types of content, we found interesting results:

On Android, banner ads delivered the best conversions for lifestyle content (2.02%), while interstitials delivered the best conversion for games (3.04%)

On iOS, banner ads worked best for classified content (2.7%) while interstitials delivered maximum conversions for social and entertainment apps (2.71% and 2.26%)

In general, it appears that interstitials are most effective while promoting games, social and entertainment apps.

Best practices for maximizing app monetization

As with every ad format, developers can benefit from implementing and being cognizant of simple best practices while using interstitials for monetization. Based on our own experience, we make the following recommendations:

Placement & Frequency

Interstitial ads should be placed such that there is minimum interruption in the user experience. Ideally, for gaming apps, we recommend placing interstitials after each game level; for non-gaming apps they can be placed after every 2 or 3 pages. The ad can also be placed when the app is just opened, before the user begins interacting with the app’s core content. While it may be tempting to use interstitials more frequently to maximize monetization, we have noticed developers see maximum eCPMs when interstitials are used after every 2-3 minutes. Too many interstitial ads at critical junctures within the game/app will lead to negative user experience.

Choosing the right kind of interstitials

There are several types of interstitials, ranging from static interstitials to rich media and video interstitials, and even timed interstitials, which persist for a pre-defined time interval. For apps, which typically have shorter app sessions, static interstitials get the point across immediately and are found to be the most effective in driving engagement. Conversely, for more engaging apps with longer app sessions, video interstitials deliver higher eCPMs. Static interstitials typically are observed to provide CTRs as high as 20% while video-interstitials are found to deliver superior engagement.

Whether you are an advertiser promoting your product or a mobile publisher looking to enhance monetization via ads, interstitials will surpass your performance expectations. Not only do they offer a powerful way to engage with users, they also give advertisers the flexibility to provide a wide range of interactions on the ad unit that could make it more appealing or drive more conversions.

By leveraging maximum real estate on the mobile screen, developers can deliver an engaging ad experience to users and significantly boost monetization.(source:venturebeat)