Produpress Advertising (Produpress), a media and communication agency that has been leading the automotive media scene in Belgium for over 70 years, wanted to use web interstitials as they can lead to strong performance. However, user experience is a top priority for Produpress, and they were concerned that the interstitial format would disrupt the experience for their users.
Creating segments using GA4
As Produpress had linked Google Analytics 4 (GA4) with Google Ad Manager, they were looking into how best to use the audience functionality in GA4 to effectively create various segments based on user behavior.
Produpress setup an experiment in Google Tag Manager targeting a web interstitial to one Google Analytics 4 audience and comparing it to another audience that did not contain an interstitial ad format. These audiences were then shared with Google Ad Manager.
Clickthrough rates remained consistent
The experiment demonstrated that while performance was expected to increase, Clickthrough rates (CTR) were still strong and were not impacted due to the display of the web interstitial. After realising interstitial formats can support a good user experience, this experiment has enabled interstitial formats to be part of a regular revenue stream for Produpress.
Produpress noticed a 0.15% increase in CTR and +€143 in daily revenue despite the use of web Interstitials.