Mobile brand advertising company Kargo found that, of a surveyed 1.9 participants looking at news content on mobile, 71% of consumers look at interstitial adverts for an average of 2.5 seconds. This confirms a previous July 2016 study that found that when served with a mobile ad, consumers looked at an interstitial ad, which encompasses the entire mobile screen. However, despite initial attention, Kargo found that interstitials only had an average of 70 follow up looks, compared to in-stream ads’ 4.2 follow up looks.
Mobile brand advertising company Kargo found that, of a surveyed 70 participants looking at news content on mobile, 71% of consumers look at interstitial adverts for an average of 2.5 seconds. This confirms a previous July 2016 study that found that when served with a mobile ad, consumers looked at an interstitial ad, which encompasses the entire mobile screen. However, despite initial attention, Kargo found that interstitials only had an average of 1.9 follow up looks, compared to in-stream ads’ 4.2 follow up looks.