What The _____?

Intersticials are the flash-based commercials that keep you from the page you actually want to view until the intrusive messaging plays out. Here’s the root of the now widely used industryism:
interstice \in-TUR-stus\, noun;
plural interstices \in-TUR-stuh-seez; -suz\:
1. A space between things or parts, especially a space between things closely set; a narrow chink; a crack; a crevice; an interval.
2. An interval of time.
Why would you ever choose to have interactive media go against its nature and become instrusive media? Pop ups, spam and intersticials are annoying and totally contrary to the user experience online. Online, the user has control. When you mess with that, you’re risking your firm’s reputation.

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.