Not too long ago we discussed the high CTR ads and the fact that many ads automatically trigger the action without the user touching the screen. That post suggested that many of these ads may be using In-App App Stores also known as StoreKit and that this behavior is not as aggressive as a full redirect. This post is about two things:
- We are celebrating a new dimension in AdIntel – Action Types – this is a way to separate clicks that open the In-App App Store from clicks that launch a completely new app
- We are offering deep dive into the world of Action Types and analyzing when is various Action Types being used and what is their impact on performance
Action types – Banner vs. Full Size Ads
Let’s start by comparing various Ad Types. As you can expect, the practice of triggering In-App App-Store is more common for full size ads.
This will also be a good place to mention that there are actually 3 options that we detect:
- In-App Browser – these clicks trigger a browser from within the app without redirecting to another app. This browser may contain a Google Play store if the user is on Android
- In-App App Store – this is sometimes referred to as StoreKit but also exists in Android and basically allows the ad to trigger a dialog box that looks much like the App-Store allowing the user to download the new app without leaving the old app.
- Click Out – in this scenario the click takes the user to a new destination. The most common ones are the App-Store / Play-Store apps or the Browser app.
Action types – Android vs. iOS
This chart focuses on Full Size ads and shows the differences between Android and iOS
We can see that In-App App-store action types are much more common in iOS compared to Android and in fact more than 50% of the clicks in iOS are triggering StoreKit diaglot.
iOS / Full-size – Top Vendors with StoreKit
This chart below shows the SDK vendors who are have the biggest ratio of StoreKit clicks compared to other Action Types.
We can see that Mintegral are the biggest fans of the genre while ByteDance, IronSource and AdColony are also using it often. On the Other side of the spectrum – Admob, Chartboost and Adx are rarely using StoreKit.
Android / Full-size – Who triggers In-App Store?
In Android the situation is drastically different. It seems that Google are almost the only vendor using it and even them are not using it as frequently as some of the vendors in iOS. It’s possible that Google build some internal tools allowing their own networks access to this functionality in a more native way.
What about In-App Browser?
We almost forgot to discuss In-App Browser. While not as popular as the StoreKit, there are some vendors who use it often. In iOS It’s Chartboost, Mopub and Fyber.
While on Android it’s Tapjoy that leads the pack.
The situation on Android is a bit different as it’s possible to launch the Google Play store in a browser and in fact Tapjoy seems to be using this technique to achieve a similar impact to the StoreKit in iOS.
What about CTR?
So the original topic we started with is the correlation between high CTR ads and ads that use StoreKit. Here are the some of the comparisons we did:
- Ads with clicks triggering In-app App Store – over 50% vs. below 50%
- Over 50% – CTR was 13.6%
- Below 50% – CTR was 8.3%
- Ads with clicks triggering In-app Browser – over 50% vs. below 50%
- Over 50% – CTR was 5.2%
- Below 50% – CTR was 9.0%
- Ads with clicks triggering a redirect – over 50% vs. below 50%
- Over 50% – CTR was 8.9%
- Below 50% – CTR was 8.8%
You can also look at the data in another way. If we look at the ads that have very high CTR – between 75% and 90% we can see that almost 50% of the clicks on those ads lead to an In-App Store rather than click out. This ratio significantly drops for ads with lower click through rates.
So back to the question from the previous post, it appears that the ads that automatically trigger a click often open the In-app App-store dialog rather than send the user out of the app.
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