Full-screen ad formats and benefits for publishers

Ad Formats

Full-Screen Ad Formats – Benefits for Publishers and Users

4 Minute Read |


Marziyeh Farsi
Marziyeh Farsi

We have come a long way since the early days of banner ads and pop-ups. In recent times, full-screen ads have emerged as one of the most effective ad formats, and their popularity is growing faster than ever. For instance, as of December 2022, eCPM (revenue earned per 1,000 impressions) for in-app full-screen interstitial ads in the United States topped the charts, reaching $15.39 for Android and $15.97 for iOS.

Why are full-screen ads so important?

The answer lies in the highly engaging user experience that they provide. These ad formats occupy the entire screen, offering an engaging experience that is hard to ignore. As a result, advertisers increasingly use them to create impactful campaigns that capture users’ attention, resulting in higher click-through rates, increased user retention, and ultimately, higher revenue for publishers.

As demand for full-screen ads increases from advertisers, publishers should pay attention to this trend, as it makes their ad inventory more attractive and can deliver higher eCPMs.

What exactly are full-screen ads?

As the moniker implies, full-screen ads are a form of advertising designed to take up the entire screen, be it on mobile or desktop devices. Full-screen ads come in various formats, such as video and image, and are made to grab the user’s attention more effectively. Let’s discuss some of the most popular types of this ad format.

Pop-Up and Play: Embracing the Fun of Interstitial Ads

Have you ever encountered an ad while transitioning from one page to another in a mobile app or gaming app? Interstitial ads are strategically placed during organic breaks in content, enabling them to successfully capture audience interest. These ads can contain images, videos, or a combination of both, depending on the advertiser’s preference. Interstitial ads are typically displayed for a few seconds, allowing users to either engage with the ad or close it to return to the content they were previously viewing.

Smaato provides a diverse selection of interstitial ads to assist you in achieving your monetization objectives. Our interstitial ad placements are equipped with end cards and skip buttons to enhance user engagement. Publishers who have enabled end cards experienced up to 25% increase in eCPM and a 40% rise in revenue.

Full screen ad formats - skippable ad format on mobile device

Watch, Play, and Earn: Rewarded Video Ads

The “Play to earn” concept has gained widespread popularity in rewarded video ads, particularly within gaming apps. These ads offer enticing incentives, such as game currency or bonuses, to users who interact with or view the advertisements.

In the gaming industry, many app developers have adopted a hybrid monetization model that allows users to either purchase in-game currencies or earn them by watching rewarded video ads. Interestingly, integrating a freemium model into their monetization strategy has helped boost key performance indicators for some app developers. This approach caters to the diverse preferences of players, as some may prefer to pay for certain boosts, while others may not.

Rewarded video ads - interstitial full screen

Smaato’s completely redesigned NextGen SDK provides non-skippable video rewarded ads featuring a playable component, allowing users to actively engage with the ad and gain a first-hand understanding of the promoted content.

Expandable Ads That Stretch Beyond Expectations

Small but mighty, expandable ads have the power to take over the entire screen and should not be underestimated. What sets expandable ads apart is their ability to target a specific audience who are genuinely interested in the ad, making this ad placement incredibly appealing to advertisers. As a result, publishers enjoy higher eCPMs, making this a win-win situation for all parties involved.


If you’re interested in learning more about full-screen ads and how they function, Smaato provides a variety of ad formats and placements to help you achieve your monetization goals. Don’t hesitate to reach out if you have any questions or want to expand your ad inventory to the next level.  


This blog post originally appeared on Verve Group’s blog. Smaato is part of Verve Group.

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