Google Discovers the Obvious: Full Screen Ads are Annoying

You know, probably from experience that access to the web via mobile devices only increases. The Google has explored the segment with its advertising network, but as everything is very new, some adjustments still need to be made. The company recently discovered, for example, interstitials, those who usually occupy the entire screen pages and applications, are not exactly a good idea.


It is quite obvious, no? You enter a website, but instead of accessing the contents of there immediately, have to face an ad that takes up all the space. If you do not want to wait, you must click on a link like “continue on the” to finally see what interests you. How could this not be annoying?

Google knows this, but needed concrete data to make informed decisions about it. So the company decided to test themselves interstitials in mobile Google+ pages.

In mobile devices, these ads are mainly used to promote applications. It sounds like a good idea: the piece is highlighted to the user and it only needs a touch on the screen to install the app.

But Google found that the results are disappointing. In the experiment, 9% of users interacted in some way with the setup button (no differentiation as to who had the app or interrupted download).

It seems quite something – has advertiser celebrating when your click rate exceeds 1%.The problem is that 69% of users left the page, or went away without clicking on the ad and without accessing the site content. Now that’s a lot.

In the next phase, Google evaluated the use of less invasive ads. The result pleased: on test day, an increase of 17% in the number of active users. The average Google+ app installation on iOS (the company did not consider Android because most devices already have app for social network) fell against the interstitials, but only 2%.

Now that Google has assured that the full screen parts do not work as expected, came the decision: the company’s advertising network will no longer interstitials. Good, Google!

This is not the only recent change in mobile ads. Last month, the company announced a series of measures to avoid accidental clicks. This is great: ads are only bad when harm the user experience.