Overview
Rewarded video ads and interstitial ads are the backbone of mobile game monetization. Each format has distinct characteristics that affect user experience, engagement, and revenue potential.
Format Comparison
| Metric | Rewarded Ads | Interstitial Ads |
|---|---|---|
| User Initiated | Yes Winner | No (forced) |
| Completion Rate | 90%+ Winner | 40-60% |
| User Experience | Positive Winner | Interruptive |
| Avg. eCPM | $15-40 Higher | $8-20 |
| Fill Rate | Moderate | High Winner |
| Impression Volume | Lower (opt-in) | Higher Winner |
| Retention Impact | Positive/neutral | Can hurt retention |
Rewarded Ads Strengths
- User choice: Players opt-in for rewards, creating positive sentiment
- Higher eCPMs: Advertisers pay premium for engaged viewers
- Completion rates: 90%+ completion drives better advertiser value
- Retention friendly: Often improves D7 retention
- IAP synergy: Can increase IAP conversion when used strategically
Interstitial Ads Strengths
- Guaranteed impressions: All users see ads regardless of interest
- High fill rates: More advertiser demand for interstitials
- Implementation simplicity: Easier to place at natural breaks
- Revenue floor: Reliable baseline revenue
- Works for all games: Not dependent on game economy
Our Verdict
Best practice: Use BOTH formats strategically. Rewarded ads should be your primary monetization driver for highest eCPMs and user experience. Interstitials fill gaps and provide baseline revenue.
Ideal mix: 60-70% of ad revenue from rewarded, 30-40% from interstitials. Limit interstitials to 1-2 per session to protect retention.
Implementation Tips
Rewarded Ads
- Place at meaningful moments (extra life, double coins, skip wait)
- Make rewards valuable but not game-breaking
- Allow multiple views per session (cap at 5-10)
- A/B test reward values for optimal engagement
Interstitials
- Show only at natural break points (between levels)
- Implement frequency caps (max every 2-3 minutes)
- Skip first session to protect early retention
- Monitor D1 retention closely after changes