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Apps

App open ad guidance

App open ads help to monetize your mobile app loading experience. App open ads are served when a user opens or switches back to your app. 

Why use app open ads? App open ads are specially designed to seamlessly integrate into the app open or app switch context. The unique app open ad layout offers the best user experience for this placement.

Below are some guidelines and best practices for implementing app open ads. These guidelines help you implement app open ads while staying compliant with existing policies.

Review the AdMob policies and restrictions for more information.  

Note: Apps that are in Google Play’s Designed for Families program are not eligible to use app open ads. 

Specific format may vary by region

Example of open static app.

Ad placement

Your app open ads must comply with AdMob's ad placement policies. In addition, review the following before placing app open ad units:

  • App open ad units should only appear when the user opens an app or switches back to an app. 
  • Place app open ads on an app’s splash or loading screen. Review the example app open implementations for how to best implement app open ads on these screens. 
    • Note that you may have to adjust your app open ads based on your loading experiences. For example, if you have two types of loading experiences (first open experience vs. switching back to the opened app), you may have to implement app open ads differently for each experience. 
    • If you don’t have a splash screen as part of your app open or switch experience, you may show an app open ad immediately upon app open or switch.  

Other guidelines

  • Don’t implement ads immediately before or after app open ads. 
  • Don’t implement app open ads on top of other ads. For example, the app open ad should not be placed on top of content that includes a banner ad.  
  • Review your app’s performance and adjust the app open ad frequency capping accordingly. Learn more about frequency capping. 
  • App open ads perform best with apps that have a high frequency of opens per daily user. Apps that are opened more than once every 4 hours see the highest performance from app open ads. If you have an app that does not meet this criteria, consider using another AdMob ad format.

Example app open implementations

Use the following examples to implement your app open ads. 

Recommended implementation example        

In the recommended example below, the app open ad is placed on the app’s loading screen. The loading screen is seen underneath the ad. 
Example of open recommended app.

Discouraged implementation example 

In the discouraged example below, the ad is placed after the loading screen and there is no content visible under the ad.
While some of the discouraged implementations may not specifically be against our policies, not following these guidelines may lead to invalid activity and/or may result in Google disabling ad serving to your app.
Example of disallowed.

Discouraged implementation example 

In the discouraged example below, the ad is placed after the app content is shown. The app open ad should appear before the user can interact with the app’s content.
While some of the discouraged implementations may not specifically be against our policies, not following these guidelines may lead to invalid activity and/or may result in Google disabling ad serving to your app.  
Example of disallowed.
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