Study shows interstitials ads are marginally better than banners ads
Neuroscientists have discovered that smartphone users spend between 200 and 800 milliseconds looking at adverts, with interstitial content faring marginally better than banner ads. The results were described as "insignificant". Researchers used eye tracking software to create "heat maps" and found that, despite clear ads, users simply skipped over them, with longer viewings down to the search for "the cross which closes them".

Interstitial ads might not be much more promising for marketers than banner ads. And it appears neither format has much of an effect on mobile viewers.

According to the results of neuroscience research conducted by WPP agency Light Reaction and Bethesda, Md., lab Spark Experience, users viewing news on smartphones barely pay attention to ads.

To better understand why less than 1 percent of viewable display ads get clicked, the teams spent several weeks testing 30 adults in a lab using technology such as eye tracking, wireless EEG (electroencephalography) headsets to measure emotions and attention, biometric scanners to measure "overall arousal," and facial trackers.