Overlay Ads

Overlay ads are ad formats that lay over existing content on a website. They appear as popups, layers, interstitials or full screen ads between two page transitions. Because of their attention pull they are often used for actions with a clear message, but they also disturb the user experience and frequently cause frustration.

Where overlay formats typically appear

On the web overlay ads are common on news sites, comparison portals or shop environments, for example for discount coupons, newsletter sign ups or sale hints. On mobile they often appear as a full layer that has to be dismissed with a close icon. In apps a full screen format is common between content transitions.

Which rules apply

Search engines such as Google rate intrusive interstitials negatively because they hurt mobile users. Legally overlays must be recognisable as advertising and must be easy to close. Anyone using overlay formats should consider frequency caps, mobile optimisation and clear close buttons so they do not damage conversion and brand reputation.

In everyday marketing

In day to day marketing overlay ads are a tool to be used with care. Used for sharply defined campaigns they can drive strong short term attention, but used continuously they hurt experience and perception. Combined with direct marketing through JD Mail an overlay based sign up can flow directly into a clean welcome journey, so the promise from the overlay is actually fulfilled.