What are the CPMs for interstitial ads?
This is by far the most common question we get from publishers who are interested in interstitial ads.
And it’s understandable.
Interstitial ads are intrusive by design, so it’s logical that you want to know how much you can earn with them.
As a Google Certified Publishing Partner (GCPP), we at Adnimation have years of experience with interstitial ads.
So without further ado, let’s dive in.
CPMs for Interstitial Ads
Before we get into the numbers, it’s important to note that CPM rates are determined by a number of factors, including geographical location, niche, traffic source, device, and others.
That is why interstitial ad CPMs on a site with US traffic is going to be higher than a site with traffic from India.
That is also why the CPMs of a site in a specific niche will be higher than a site with general content.
Also, as a publisher, the metric you should be using is eCPM – which measures how much ad revenue you generate – rather than CPM which measures how much advertisers pay.
You can read more about the differences between CPM and eCPM here.
Now that we got that out of the way, let’s get to the numbers.
We analyzed the interstitial ad eCPMs for 50 of our partnering publishers, 25 based in the US and 25 based in Europe, over the course of three months.
On average, the interstitial eCPMs ranged from $7 to a whopping $62.
Remember, that’s the average.
Some publishers earned eCPMs less than $7, and some earned much more than $60. We even had publishers that earned CPMs of more than $100.
CPMs for Interstitial Ads vs Banner Ads
Another important finding from our study is that interstitial ads outperform banner ads by an average of 4,000%.
Yes, you read that correctly – four thousand percent.
In other words, if you have an eCPM of $1 for traditional banner ads, on average your eCPM for interstitials will be a whopping $41.
How to Improve Your Interstitial Ad Revenue
There are several things you can do to improve your interstitial ad revenue:
- Implement best practices for interstitial ads
- Use header bidding
- Monitor and optimize ad performance
Implement Best Practices for Interstitial Ads
While interstitial ads can generate substantial revenue, poor placements or excessive ad frequency can annoy users and lead to higher bounce rates.
That is why it’s important to implement best practices when it comes to interstitial ads. This includes proper placement, ad quantity, and a clear ‘X’ button.
The easiest way to ensure that you are using the best practices is by accessing Google’s interstitial code.
If you’re unsure how to access the code, you can contact a Google Certified Publishing Partner/Google AdX Partner like Adnimation for help.
Use Header Bidding
Header bidding is a must-have programmatic advertising technique that enables you to auction off your ad inventory to multiple advertisers in real-time.
This means that more high-quality advertisers are vying for your ad space, which leads to great competition and higher revenue.
To achieve optimal results, we recommend implementing hybrid header bidding that incorporates both client-side and server-to-server header bidding. This advanced technology will help you maximize your RPMs and ultimately increase your revenue.
Monitor and Optimize Ad Performance
If you were hoping to implement interstitial ads without any additional work, you’re in for a rough surprise.
As with other ad units, it’s important regularly review the performance of interstitials and make adjustments as needed.
This includes adjusting targeting parameters, optimizing floor prices, and improving ad relevance.