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.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.