A transition ad is a Web page containing a commercial message that appears temporarily between two other Web pages. This kind of interstitial advertisement either fills the current browser window or opens in a new window (in the latter case it's called a pop-up transition ad). Sometimes called a splash ad , because it appears in a splash page , the transition ad is typically set to disappear within a certain number of seconds, after which the user-requested Web page will appear. Transition ads often come in two formats, such as an animated Flash version (sometimes called a Flash ad ) for capable computer systems and a simpler animated or static version for others.
Transition ads capture the users attention, by virtue of their size and the fact that they are often animated. By commanding the entire browser window, the ad ensures that there will be no distractions in the form of other Web content. Transition ads and others, such as pop-ups, which are said to be intrusive , are reported to have a click through rate of up to 15%, as compared to .3% for a banner ad and 6.5% for the pop-up . Studies find that although users may click on the ads, they don't necessarily enjoy them. To the user (especially the first few times they see one), the transition ad may appear to be a Web site that they've inadvertently navigated to, or, worse, have been taken to unwittingly. A frequent complaint from users is that such ads often contain a script that can cause browsers to crash, a negative characteristic that is unlikely to create a favorable impression for the product or service that is being advertised.