Nua Internet Surveys: Report Weighs Up Interstitial Ads

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MarketAdviser: Report Weighs Up Interstitial Ads

May 25 1999: Spending on interstitial advertising is expected to reach USD1.4 billion by 2003, up more than 2000 percent on the 1998 figure, according to a report by MarketAdviser. The report weighs up the pros and cons of interstitial advertising campaigns.

MarketAdviser estimates that interstitials have almost double the effectiveness of banner ads in terms of ad recall and conveying the advertisers core message. Further, it found that consumers are four times as likely to notice interstitials as banner ads and that click-thru rates are typically five times higher than banner ads.

Advertisers that use interstitial campaigns run a much higher risk of irritating consumers, however, with interstitial ads twice as likely to irritate the typical Internet consumer.

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