Improving Mobile App Marketing Campaign Performance with Responsive Ad Creative

Mobile device usage has skyrocketed during the past decade. Likewise, mobile devices themselves have taken big steps in evolving. From the birth of the first generation of iPhone in 2007 and first Android smartphone in 2008 to the recent debut of iPhone 7 and other Android models, we’ve seen several different screens sizes and upgrades.

With all the different mobile devices in the market, many mobile app marketers have been developing a creative for each device to cater to varying screen sizes. For a while, this has been the solution for providing a better user experience. However, responsive ad creative enables app marketers to launch a more efficient campaign by utilizing one ad for varying screen sizes. This ad format helps app marketers streamline the creative production and also provides better user experience. Consequently, this can lead to better app marketing campaign performance.

How Does It Work?

With the responsive ad format, app marketers can develop and serve one ad creative that fits across various iPhone or Android devices. The ad will automatically resize to fit the device's screen. However, app marketers will have to develop one ad for each operating system (OS) and also one for each orientation. For example, one ad creative cannot be used for both iOS and Android. Likewise, one ad creative cannot be switched between landscape and portrait.

How Does It Affect Campaign Performance?

To observe the performance of responsive versus non-responsive ad creatives, we analyzed the performance of a user acquisition campaign for a top grossing casual simulation game app. The client’s key performance indicators (KPIs) were the volume of installs and the cost per install (CPI). Our in-house designers had developed static interstitial, responsive static, animated interstitial, and responsive animated ad creatives for those KPI goals.

Click Through-Rate

First, we observed the click-through rate (CTR) of static interstitial versus responsive static creatives. We also observed the CTR of animated interstitial versus responsive animated creatives. The results revealed that by showing responsive static creative instead of static interstitial, the CTR improved by 20%. Similarly, by showing responsive animated creative instead of animated interstitial, the CTR improved by 16%. In terms of overall CTR, responsive animated creative performed the best, followed by responsive static, animated interstitial, and static interstitial respectively.


Install Rate

Next, we looked at install rate (IR), which is defined by the quantity of installs divided by impressions. Much like CTR, the IR also improved when showing responsive versions of the static and animated interstitial creatives. The responsive static creative improved IR by 10% while responsive animated creative improved IR by 18%. Again, responsive animated creative outperformed the other creatives and static interstitial came in last. However, here the IR of responsive static and animated interstitial were the same.


Cost Per Install

Last but not least, we analyzed the campaign CPI. Similar to the two previous metrics, responsive animated creative was the best performer. The CPI decreased by 15% when using responsive animated creative instead of the animated interstitial, which was the second-best performer. Likewise, showing responsive static creative instead of static interstitial creative resulted in a 9% decrease in CPI.


The responsive creative outperformed their non-responsive counterparts in CTR, IR, and CPI. In this campaign, responsive animated creative performed the best. The second best ad format could be either animated interstitial or responsive static animated, depending on whether CTR or CPI is more relevant to the campaign goal. Since the two ad formats tied in install rate, app marketers can choose to go with responsive static if they’re looking to optimize for CTR and animated interstitial if they’re looking to optimize for lower CPI. Static interstitial, on the other hand, delivered the lowest CTR and IR. In addition, it delivered the highest CPI.

This campaign is evidence that responsive ad format can drive strong app marketing performance, especially when targeting variety of devices and screen sizes. Not only did it expedite the ad creative process, but it also helped the casual simulation game app achieved their campaign goal.

To learn more about how Aarki can develop responsive ad creatives and help you achieve better app marketing results, please contact us at

Topics: Creative Insights