Ad networks are naturally never shy to talk up the potential their business has to instigate a surge in app downloads.

Concrete evidence that their approach works, however, is always likely to turn a few more heads than usual.

As such, FIPLAB's testament that advertising on InMobi's network resulted in their app – Talking Gremlin – flying up the App Store charts is invaluable.

App Store assault

According to the London based studio, pushing Talking Gremlin via both display and text based ads across InMobi resulted in the app topping iPhone's entertainment chart in the UK, equating to number six in the overall free chart.

On iPad, the app broke into the top 20, finally resting at number 11.

"Achieving the top spot on the App Store had a significant impact on driving our organic downloads," said FIPLAB founder and director Anirudh Sharma.

Cracking the charts

Indeed, Sharma is by no means the first to assert that downloads breed further downloads on the App Store. Many fellow developers claim long term success relies on an app's ability to break into the top echelons of the charts in the first place.

His belief that advertising on mobile networks is a valid tool for promotion for independent studios, however, is strengthened by the fact that FIPLAB previously opted to utilise other methods.

Speaking back in 2009, Sharma revealed that promotion for the studio's first release – CopterKid – hadn't extended beyond social networks, the idea being to instil a sense of community behind the studio.

However, Sharma suggests developers looking to top the charts can benefit from the sizeable push advertising can offer.

"Once you're on the charts it’s easier to sustain your position through a combination of organic downloads and advertising. InMobi was a key partner in our success and we plan to continue working with them."