(Spawned by How should Ad splash pages be handled for those with ads disabled?)
Has any data been published on the impact of interstitial (whole page ads between content) on the user's experience? Is my assumption that they're generally hated correct?
Answer
Full page ads on the internet are hated. It's one of the more universal feelings on the internet.
I think the issue that you are looking at isn't whether people like them or whether they improve the UX. Ads are used as a revenue source and a necessary evil for many sites. So you need to effectively do a cost benefit analysis (or in this case revenue harm analysis).
No research is going to be able to tell you whether they are worth it for your application as each application and each audience is going to be very different. You need to do some A/B testing on your site and then look at the results in order to decide if it is worth it for you.
I would however stress that ads like that are going to annoy many customers and others (like me) probably aren't even going to see them (AdBlock for Chrome rocks!). So your revenue won't be universal to all customers but the annoyance will be.
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