Ads – you find them everywhere. In 2014, the U.S. Total Media Ad Spending totaled $180.12 billion. You find ads on mobile, online, television, radio, and etc. A few online mediums that I often encounter are ads featured on Pandora and YouTube. Some ads are optional; however, some ads are not. These ads that play irritatingly are called interstitial ads.
“Interstitial” is used in the sense of “in between”. It is an ad that “pops up” prior to your expected content. On Pandora, the interstitial ads occur in between songs or even when you first pull up the site or app on your mobile or web device. You Tube is similar except it plays video ads that you can’t skip until after you’ve already seen a few seconds of the ads. It’s practically forcing the viewer to watch the ad.
Of course, these ads are more expensive but are they more effective? I personally have found myself sucked into a movie ad prior to my You Tube video. I have found myself so lost into the ad that I completely forgot to press skip. The key is engaging and relevant content. You have to know your consumer. Marketers make informed marketing decisions based on the demographics and psychographics of the viewer. It can easily place ads that are attractive to its viewers.