As a high-impact format, Interstitial needs to be introduced with skill and analytical background.

For many digital publishers and website owners, money matters, and revenue generated by the product is the only measure of success – yet testing new advertising products requires looking at different aspects, such as performance metrics, and also User Experience.

Regarding earnings, it is worth verifying whether we are thinking about incremental revenue – that is, additional earnings generated from an additional quantity of sales. The performance of other advertising products should therefore be monitored during the test, which involves assessing whether the new implementation has affected their results. Should other products register losses during the test period, then such losses should be included and recalculated in the test summary.

User Experience is another challenge in adding new products to the advertising stack. Users visit a website to perform a certain task, whether it is to find some information, read an article, or, in this case, play a game. When we put obstacles in their way, there is a possibility that some of these users will find other platforms to interact with.

Therefore, in addition to monitoring the performance of all running advertising products, the daily analysis of key metrics in Google Analytics should also be added to the test evaluation.

Interstitial ad format has been implemented on Little Alchemy under the supervision of a team consisting of an Analyst, AdOps expert, and Customer Success Manager, who is a dedicated publisher’s assistant. It was carried out separately on the mobile and desktop versions.

The individual measures of success were strictly supervised by the team for several days, and any deviations from the norm were analyzed taking into account the current market conditions (seasonality).

The test was completed when the behavior of the Interstitial units, both in the mobile and display versions, became predictable and when we could conclude its lack of influence on the users’ behavior.

Thanks to the fact that we are a Google Certified Publishing Partner, we have access to a number of the latest formats, including beta versions.

Implementing them on the inventories of our Publishers, we give them the opportunity to increase the number of available impressions while the volume of traffic remains the same. This way Publishers can quickly and effectively increase ad revenue by up to several dozen percent.

Vadym Kriuchok,
Senior Customer Success Manager @ Yieldbird

eCPM and rCPM indicators remained at a higher level than before introducing the Interstitial ad format. Just like for any other implementation, it is important to monitor the website’s performance after introducing Web Interstitial.

We looked closely at the traffic and noticed, that it hasn’t affected pageviews per session, and we can see that the new format has not affected user behavior in any way.

Maja Szäefer,
Customer Performance Analyst @ Yieldbird