Google finally realized that full-screen interstitial ads on mobile are obnoxious
In a victory for common sense, engineers at Google finally discovered that full screen “Get App” ads that are shown when trying to view a mobile site drive people crazy. The ads cause a staggering 69% of people to just give up. "These users neither went to the app store nor continued to our mobile website," a Google blog post reported.
Developers at Google found that just 9% of the visitors subsequently pressed the button to “Get App." And there were no guarantees on those users actually downloading the app.
Google tried removing the intrusive interstitial ads and replacing them with a banner at the top of the page. The number of active visitors to the mobile site increased by 17%, and app installs were unaffected. Google has now permanently retired the interstitial. Google’s guide to Mobile SEO now also recommends against them. Thank God.