OS and ad format are not the only variables that can affect performance of app promotions. Among banner ads, conversion rates differ strikingly depending on the mobile app category in which they appear, according to the same research. Software apps had the highest conversion rates for banner ads on both Android devices and those running iOS. But after that the conversion rates of various app categories were significantly different. Banner ads had greater success in business and education apps running on Android devices, while weather, travel and shopping apps had relatively high conversion rates on iOS. Read the rest at eMarketer.