Many months ago, I've put up a small app intended for kids, where they can push a button and get a laser blaster sound. Nothing exciting but a bit of funny.

In this app, I hve built in an ad banner at the top (admob) and also a button "show more apps" on the bottom, where a leadbolt AppWall does open up.

Now it is time to make a conclusion about that two forms of advertisement and compare them. After all, this app os not very popular so you may get different results (which is always the case). Just look at this post as an experience and not as a hard fact ;-)

The App Wall is very easy to implement, you do not need any SDK for it, you just open up a webview and you're done. User will then get a list of apps offered which can be installed. If they install one of them, you will get a cutoff. That's the whole magic.

They dows not pay per click but per install - so you will experience some clicks with no earnings at all, which is completely normal with the appwall because not every user who clicked to open the wall (I think that's considered as a click?) will install the app. Whatever, beside that, the eCPM is still much higher than with banner ads.

In my example, the overall revenue of the appwall was TWICE as much as the revenue from banner ads, so the appwall does work good, even, when it gives no good experience because there are many clicks which just do not generate revenue. But the important part is, that in the end, the App Wall does generate more revenue, than a banner.

So that might be a good oportunity - if you have some room on your game menu - to put up such an App Wall. The user will just get a list of (free?) apps, he can download, so it is not very intrusing.

Hopefully, that post gave you a small insight about ad revenue comparison between banner ads and PPI ads (pay per install) through the leadbolt App Wall

Some more words about the used for this conclusion. It is Laser Blaster Simulator

play.google.com/store/apps/details?id=com.rnet.laserblaster

Nothing special - it is more a kids app - not sure why some people expect a real laser blaster to kill people .. :-)

There are only ~200 active installs with a daily install rate of 5-10.
edit: the impressions number was wrong, I failed reading the right report xD sorry
So the banner is doing ~30-50 Impressions a day (there is NO refresh configured). So that is equal to the times the app is started.
The App Wall has lower impressions (1/5) but the eCPM is much higher, which does result in better revenue over time while admob generates more regulary. In both cases it is nothing to be enthusiastic about, because the app has low usage and it makes merely 1$ per month :-)

The Impression rate for the App Wall (by the way) is ~10 per day (compared to 30-50 app starts per day).
The CTR for the App Wall is at 10-40%.
Therefore we end up with an eCPM of almost 7$ - which is because of the high CTR - but still a CPC of 0.03 (which is around the banner cpc).

Those results may vary depending on the app it is used in - I do not track app usage time and such things and there will be apps, where the banner will be better - especially with high (or long) used apps.

It is possible (maybe) that users will get used to the information provided by the app wall and therefore will look more frequent into that wall to get some new ideas about apps - who knows :-)