A case study on App Download Interstitials – Official Google Webmaster Central Blog

Many mobile sites use promotional app interstitials to encourage users to download their native mobile apps. For some apps, native can provide richer user experiences, and use features of the device that are currently not easy to access on a browser. Because of this, many app owners believe that they should encourage users to install the native version of their online property or service. It’s not clear how aggressively to promote the apps, and a full page interstitial can interrupt the user from reaching their desired content.

Source: Official Google Webmaster Central Blog: Google+: A case study on App Download Interstitials