Interstitials on Smartphones Driving Conversions

Marketers are continuing to move more ad money into the mobile channel. Apps are a good way to connect with consumers who are anxious to use their mobile devices to research products while they shop. But, marketers must first coax consumers to download their app. According to mobilesearchInMobi’s App Insight Report, the interstitial format rules in terms of attracting attention and generating conversions.

InMobi’s analysis is based on traffic in its network. The firm's data shows that consumers have definite preferences regarding the kind of apps they download. The numbers look like this:

  • Games 64%
  • Communication 11.3%
  • Telecom 6.8%
  • Entertainment 4.0%
  • eCommerce 2.7%
  • Business/​productivity 2.6%
  • Mobile content 1.8%

InMobi findings indicate that game developers who use the interstitial ad format – the full page that appears before the website – results in a 25% CTR and a 10% conversion rate. Other app categories that drive solid conversions when promoted through interstitials are:

  • Comics 8%
  • Fitness/​health 5.6%
  • Music/​audio 5.2%
  • Productivity 5.0%

Interstitials on Android-​based phones are driving a higher conversion rate (3.06%) than on Apple’s iOS (1.73%).  Interestingly, other types of mobile ad formats – banners, expandables, and text – generally perform better on iOS when compared to Android phones.

Analysts note that banner ads can  drive app sales and downloads, especially in the software (3.5%), business (2.8%) and education (2.5%) fields.

Deciding where to  buy ads makes a big difference when promoting apps. Targeting the right site can significantly increase the number of downloads. To promote a social app, analysts suggest buying space on sports or health and fitness sites. Marketers who are promoting their app in the entertainment industry should look at space on communication sites.

To learn more about mobile marketing responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.