There’s an App for That? Google Update to Affect Interstitials

Bad App InterstitialsNot long ago, the mighty interstitial ruled how we thought about grabbing attention for online marketing. With a good USP, copy and design, an interstitial could be a major boon to drive people to action. One area where they had been seeing heavy use was in mobile Web browsing, where sites would use them to attempt to prompt site visitors to download the site’s app. However, an upcoming change from Google is set to discourage that.

A recent post on Google’s Webmaster Central Blog details the impending doom for sites that have obnoxiously large interstitials that prompt app installs. “After November 1, mobile Web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly.” said the post. “This does not affect other types of interstitials.”

So what’s an app to do? Well, there are still ways to put it out there that you’ve got an app. Google suggests sticking with a banner-type notification at the top or bottom of your site, in order to provide the best possible experience for your site visitors. After all: Google is all about creating the best possible user experience for those searching through its platform. So that rubs off on you and your site. What are you doing to create a great user experience? Is your app install interstitial getting in the way of that?

Let us know if this challenge will affect you, and what you make of it, in the comments below.

Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.

Publish date: September 14, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT