How to take control over intrusive ads 🎛️

In the dynamic world of mobile games and apps, the user experience is everything. Yet, many publishers grapple with a pervasive issue: interstitial ads that frustrate users, disrupt gameplay, and tarnish the overall app experience. To understand the root of this problem and how to address it, we would like to call for help in behavioral science behind ad experiences.

At the heart of the negative response to interstitial ads is perceived control. Users engage with mobile games and apps for enjoyment, escape, and a sense of mastery. When an interstitial ad abruptly interrupts this flow—especially without warning or at a critical moment in gameplay—it strips users of their agency. This sudden loss of control triggers emotions akin to frustration, annoyance, and even betrayal. Once a source of pleasure, the app becomes a source of irritation, leading users to associate these negative emotions with the brand itself.

However, thoughtfully integrated ads can evoke positive emotions such as curiosity, engagement, and even gratitude. Consider rewarded ads, which offer users a tangible benefit in exchange for their time. This creates a sense of fairness and reciprocity, aligning with the principles of behavioral economics that suggest people are more willing to engage when they perceive value and choice. A well-placed ad that feels like a natural extension of the user journey can enhance the overall experience, making users feel respected rather than exploited.

We have all heard this so many times, but we can still see placements in many games worldwide that increase users' frustration and products' seeming disappointment in dev studios. The problem is that they use Interstitial ads or Rewarded Videos in the wrong way.

So, what can we do with this information? The first step is re-evaluating ad placement within your app or game. Are ads being inserted at natural breaks in gameplay, or are they jarringly interrupting the user flow? By aligning ad placements with moments of low cognitive load, such as between levels or after a completed task, we can minimize disruption and maintain the integrity of the user experience.

Moreover, contextual relevance plays a pivotal role. There are steps in which the publisher must be transparent and informative to the users. Also, ads that resonate with the user's interests or the app's theme are less likely to be perceived as intrusive. This part is very connected with the privacy that the publisher has if users are willing to share data with the app publisher.

For publishers, the approach should be twofold: prioritize user-centric ad strategies and continuously iterate based on feedback and performance metrics. This means testing different ad formats, placements, and frequencies to find the optimal balance between monetization and user satisfaction. Rewarded ads, native ads, and even banner ads, you will be shocked at how banners can be effective alternatives to traditional interstitials if appropriately integrated.

Lastly, the goal is to foster a mutually beneficial ecosystem where ads enhance rather than detract from the user experience. By understanding your audience's emotional landscape and applying behavioral science principles, publishers can transform ad monetization from a necessary evil into a value-added component of their apps and games. This drives revenue and cultivates a loyal, engaged user base that engages with your app as a trusted and enjoyable place.