Interstitial ads (interstitial means "in between") are a way of placing full page messages between a web browser's current and destination page. Since the web is such a busy place, people have to find ways to cope with over-stimulation. One means of coping is known as sensory input filtering. This means that our brains learn to filter out the vast majority of the messages coming at them. We the viewers, quickly learn at some level to recognize banner ads or anything that looks like a banner ad. We filter out most of the irrelevant noise but we also filter out many of the important messages. Interstitial messages, like TV commercials make viewers a captive of the message.

Typical interstitials last less than ten seconds. That's five to ten seconds of doing nothing but looking at your ad.

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