The point of big data is that it needs to be big enough to produce simple results.

Mobile advertising outfit InMobi knows all about big, given that its official reach is 691 million users in 165 countries. It's also pushed 50 million app downloads during 2013.

As for those simple results, it's looking to bring them to the market with its new quarterly App Insight reports.

Big on Android

One interesting element InMobi has dug down into is the relative successful of different advertising formats.

A strong conclusion is that on Android, interstitial ads - i.e. those that go full-screen, typically triggered inbetween active game or app usage -- are much more effective -- almost doubly effective with a click-thru rate of 20 percent - than banners and text ads.

That might not seem like rocket science, but conversely, when it comes to iOS advertising, InMobi records much less variation between different types of advertising.

Big on tablets too

InMobil also had a look at advertising on tablets.

In this case, it found the effectiveness of text ads was heavily reduced. Once again interstitial ads won out, offering 46 percent higher click-thru rates than average network advertising.

Rich media ads performed better than average too, although it would have been interesting to see how these compared directly with video adverts, which are generally reckoned to be the fast-growing and most effective sector in mobile advertising at the moment.

You can download InMobi's first App Insight Report for Q3 2013 here (registration required).