In spite of the diversity of online advertising tools and popularity of the online advertising and product promotion, some numbers of such tools come out of date and stop producing the desired advertising results and acceptable returns on investment levels. That is the reason why the process of introducing new advertising tools and concepts never ends. One of such new advertising tools have become interstitial or bridge adverts. Among other online media ads, such as pop ups or banners, bridge adverts produce a much higher level of click throughs. Bridge adverts is an attempt of online advertisers to make the online advertisement format as close to TV ads as they can, as in bridge adverts they implement a rich media technology. Thus, they are no more limited to using only static graphics, but can also embody video and animated pictures as well.
Moreover, bridge adverts are a more user friendly form of advertising than pop up advertisements. Although their viewers have no choice of avoiding the loading of such ads, they can easily close them down. In addition, bridge adverts get loaded up only when people click to a web site link and wait while the site will get loaded or when they leave it and wait for it to close down. Therefore, bridge adverts can represent some sort of entertainment, though only if they are provided with nice graphics, video and design.
Another advantage of bridge adverts is that they do not take much time to load and do not slow down the loading of the web page itself. In this way even if such bridge adverts take the whole web page, they can be easily loaded up even by those surfers, who use the dial up internet connection. Moreover, they are capable of capturing full attention of your target customers, since they simply have nothing else to do, while they wait for web sites to load. Bridge adverts usually are shown to your site visitors for five to twenty seconds. Furthermore, most of the web sites, which offer advertisers to locate such advertisements, also provide them with customization options. Hence, their bridge adverts will appear only for certain segments and groups of site visitors to view. That is the way how bridge advertising becomes more targeted. Another valid advantage of using bridge adverts is that they cannot be screened out by the anti-pop up software. Consequently, they have more chances of reaching a large number of your target online consumers.
Nevertheless, besides the significant advantages, bridge adverts have some shortcomings as well. According to researches, online users are more annoyed and irritated with bridge adverts than they are with banner advertisements. Some consider such advertising too obtrusive. Another shortcoming of bridge advertising is that not many web sites yet operate such an ad format. Thus, it is still a quite rare online practice, though bridge advertising is catching up on the popularity among online promoters and, as many marketers believe, will soon become one of the leaders among the online advertising tools.