In-app video ad campaigns are the big leagues for affiliate marketers. High traffic costs, involved ad creative production, complex attribution, and extensive requirements to begin working with the format’s top traffic sources are massive entry barriers that deter most affiliates. Most, but not all, as the reward includes exceptional ROAS and global scalability, with only a small fraction of the competition faced in other placement auctions.

When confronted with the possibility of any campaign turning into a money pit — burning through thousands of dollars on every iteration of an underperforming video creative — affiliates take every advantage they can get. Choosing the right vertical is vital to a media buyer’s success with in-app video, and examining the types of verticals affiliates tend to choose can tell us a lot about the viability of using independent performance marketers across different industry segments.

So, which verticals are popular with affiliates who run in-app video and why?

Mobile gaming

Mobile gaming offers a unique way to incentivize users on both sides of the ad at minimal cost to the advertiser. Rewarded video provides value to the user within the app where the ad is served, while referral bonuses and retention programs keep leads engaged with the promoted game. With such strong mechanisms boosting CTR and traffic quality, it’s easy to see why affiliates are drawn to the vertical.

Key statistics:

  • 94% of free-to-play games integrate ads, mainly rewarded videos, which deliver stronger engagement.
  • Players who view rewarded ads are 23% more likely to make purchases and 18% more likely to engage with brand content than those exposed to forced ads.
  • Case studies demonstrate CTRs of up to 20% on rewarded gaming ads, indicating high user interaction.

Finance

In-app campaigns for fintech solutions convert well due to the convenience of onboarding directly within the app environment. The overlap between users engaged with productivity or utility apps and those open to using budgeting tools and trading platforms creates an ideal target audience for promoting these services. Clear-cut targeting and generous deposit-based payouts go a long way toward reducing the risks involved with running in-app traffic.

Key statistics:

  • In-app video CTR for fintech apps reaches 5.3%, outperforming static formats.
  • 77% of Gen Z use mobile banking as their primary method of finance management.
  • The global fintech market is projected to reach $356.7 billion by 2025, growing at a ~14% CAGR.

Health and wellness

With the rise in health consciousness and mHealth adoption, apps focused on fitness, meditation, and nutrition are excellent vehicles for related products. Affiliates working with networks tend to gravitate toward dropshipping offers, preferring the CPS model and the generally higher rates the niche offers. However, revenue share can also work well for those collaborating directly with advertisers or through platform-run affiliate programs.

Key statistics:

  • Over 40% of smartphone users have a health or fitness app installed.
  • The global market for personalized health & wellness apps is projected to reach $4.9 billion by 2025.
  • Adjust’s 2024 benchmark test reports an average CTR of 6.9% for health and wellness app ads, followed by 6.2% for utility apps.

eCommerce

In-app ads that align with shopping intent in deal and cashback apps deliver excellent ROI. Coupled with the converting power of visual demos, they create a powerful funnel with a ROAS unmatched by static formats. Affiliates who bundle offers through platforms that allow deep-linking into apps see massive returns and high scaling potential with in-app video.

Key statistics:

  • Mobile commerce (m-commerce) is projected to make up 72.9% of total e-commerce sales by 2025.
  • In-app purchase intent is 33% higher than on mobile web, making apps like Honey, Rakuten, and Ibotta hot spots for affiliate traffic.
  • Shoppable video ads can boost average order value by 20–30%.

Education

With mobile learning on the rise, there is high demand for interactive language learning, upskilling, and certification courses. The gamified nature of modern eLearning apps creates an ideal environment to employ the user incentivization strategies that deliver outstanding performance in the mobile gaming vertical. The interactive elements also make for an appealing showcase in video ads, which explains this vertical’s recent growth in popularity among affiliates.

Key statistics:

  • The mobile learning market is projected to reach $80 billion by 2025.
  • Affiliate programs for online education platforms see conversion rates between 3% and 12%, depending on course type and audience targeting.
  • Platforms like Coursera, MasterClass, and Duolingo offer recurring commissions and high LTV through their affiliate programs.

In conclusion

Video ads consistently outperform static formats across key metrics in most consumer verticals. There is no doubt this trend will continue, as generations of users accustomed to engaging with short-form video content, popularized by platforms like TikTok and Instagram, gain more buying power. In the coming years, more affiliates will follow this trend, and those who enter verticals where publisher content aligns with the user intent targeted by advertisers will have a much easier time monetizing traffic profitably.

If you’re looking to gain more insights and start earning with ClickDealer, register here.