Cinemagraphs 

These interstitial banners were based on the idea of reaching your inbox from anywhere, during your commute, running errands, and even on the beach. The subtle animation was used to grab attention within the few seconds that the banner is displayed before being closed. General results from the static banners found that simpler design and shorter headlines were more effective at increasing app downloads. 

The same results were replicated on the animated banners (shown above). The banner on the right was found to be the most effective.