5 Verticals Where Native Advertising Stands Out

4 Verticals Where Native Advertising Stands Out

Getting into native advertising and running a native campaign is a must for marketers. A lot of analysts say that the time for native ads is now. I think nobody will dispute that dominance of this ad format over display ads is obvious these days. Native occupies two-thirds of the advertising market share globally in 2020 with estimated 74% of total ad revenue by 2021 in the USA alone. It looks like native advertising is here to stay.

However, when going native you must remember that running such campaigns is not very easy. It’s demanding, because native ads require a lot of planning, content preparation, testing, and optimization. Let alone even choosing the best vertical is also a difficult task that involves a lot of research, comparison and observation. 

To make the process of getting started a bit easier for you, I’ve picked the best performing verticals that you can choose from the get-go. The following verticals are native-friendly, can boast of good performance and decent payouts. So let’s have a look.

1. eCommerce

eCommerce gets along with native ads pretty well. Good performance has always been very stable here. The thing is brands as well as advertisers manage to engage potential clients in compelling story-telling. Such stories show the benefits of promoted products, build brand awareness and eventually convince leads to make a purchase. 

But currently, due to the coronavirus pandemic, eCom witnesses a big spike in programmatic ad spend in many DPS’s (Voluum DSP included). It’s no wonder since our new reality makes a lot of consumers stay at home and minimize social contact. Digital retail technology and shopping online make these crucial measures much easier. For example, online spend in the USA grew by 30.1% for the first six months of 2020 (Source). For you to see the difference: from 2018 to 2019, eCommerce sales grew just by 12.7%.

Besides, the end of the year is the time when eCommerce thrives: we have Thanksgiving, Black Friday and Cyber Monday, and of course all-mighty Christmas. As reported by eMarketer, Cyber Five eCommerce sales in the U.S. will bring in $39.10 billion in 2020 (that’s 39.6% more than in 2019!). So, don’t miss an opportunity to reap the benefits of this rich time of the year!

2. Nutra

Old but gold, Nutra is a very dynamic vertical that requires constant keeping up with the latest advertising and beauty trends. I think there’s no need to explain why there is no shortage of consumers who buy health and wellness products online, especially these days. 

Weight loss products, cbd oils, biologically active and sports supplements, male enhancement drugs, health products, skin care and beauty goods to name a few. A lot of consumers are looking for these products, so the target audience is huge and has a large potential to scale.

Native ad traffic for nutra is of higher quality compared to push or pop traffic, so be prepared to pay a bit extra for it as well. Also, keep in mind that the competition is high and offers wear out quite fast. 

Nevertheless, this vertical is destined to bring excellent results. Just make sure the product you’re advertising is popular in a chosen GEO, pay attention to ad campaign optimization, and don’t forget to constantly update your native advertising copy. Recently, we wrote an article that can help you create more compelling images – make sure to check it out! Remember that even when users are browsing the web for an unrelated topic, good health and beauty creatives catch their attention and change their focus to the universal desire to look good.

3. Trading

Using native ad format proves to be more effective to target hard-to-reach audiences, and it’s pretty useful for cryptocurrency in particular. 

The crypto segment is still growing rapidly. Cryptocurrencies are used these days for various payment transactions, so trading is not a passion of only some IT enthusiasts anymore. Thus, promoting trading platforms to aspiring cryptocurrency investors is a popular choice among affiliate marketers, youtube or social media influencers.

The most important thing to remember here is that this target audience is pretty tech-savvy, values transparency and is intolerant to empty promises. They tend to be suspicious of digital advertising so your main goal is to provide valuable factual and transparent information.

One more recommendation to stay on the top crypto traders is to be aware of the investment industry trends to optimize the performance and placement of your native ads. 

Payouts for trading offers are quite often much higher, which means getting users to convert might be more difficult. But don’t give up! Once you get the conversions, the revenue is also much more substantial. 

4. Gambling

The global online gambling market is predicted to be worth more than 92.9 billion U.S. dollars by 2023 (Statista). No wonder gambling is considered to be one of the most popular verticals in affiliate marketing. It’s addictive and gives web users a unique opportunity to experience a thrill of luck and victory. 

Gambling offers range from online casino games such as roulette, online poker, slots, lotteries to betting such as sports betting, bingo and fantasy sports betting.

There are three main ways advertisers are paid for promoting gambling offers:

  • Revenue Share – for each referred player you receive a percentage of a casino’s net revenue, 
  • CPA Model – cost-per-action or cost-per-acquisition, when you are paid for a deposit, a lead, or sometimes a download or registration 
  • Mixed Model – it’s a combination of the above two. You get a one-time payment for a deposit and get some share for each subsequent amount deposited.

The main things to remember when running gamling offers are the following. Mention that you provide something for free like some bonus, free course, spins etc. Such offers usually look more lucrative. 

Also convince your consumers that the platform you promote is safe to use. So, show some additional information like licenses, trademarks of financial organizations etc. 

Showcase the reviews and success stories as well as immediately show the potential benefits like fast payouts, risk-free usage, etc.

Also, remember that not all countries allow gambling so be very cautious with finding the right GEOs to target.

5. Dating

People constantly change their relationship status and seek new adventures. Where? Online! In this day and age, you’re much more likely to meet your partner on a dating site, app or through social media platform. Matchmaking platforms have officially surpassed friends and family in the world of dating.

There are multiple approaches to monetizing web users in the dating industry. The most common ones consist of:

  • Membership Subscriptions – users make recurring payments for access to a product.
  • Freemium – users can sign up and use the basic functionalities for free, but need to pay for additional features

When it comes to your promotional message and creatives, depending on the strictness of the selected traffic source, they can get pretty revealing… This is one of the many magic tricks that get dating affiliate offers to work. But, no worries! Your Voluum DSP Account Manager can give you all the info you need so that your native ad campaigns not only pass the review process quickly but also double your conversion rates!


Here we go with the most prominent verticals for native advertising as of now. If you read the article carefully you could notice that there are several basic ad recommendations and best practices that stay topical no matter what vertical you choose to run. 

Let me repeat it as a small reminder. Analyze the market, be aware of the trends, consumer behavior, choose the right GEO, the target audiences and …. the key to your eternal success: prepare to engaging and quality content and systematically optimize your native advertising campaigns. 

With this marketing approach you’ll be able to crack almost any vertical in native advertising. When done right, native ads can be intriguing, inspiring, and at the same time just effective.  

Still looking for more information? I’m sure you can find a bunch of useful info on our blog. So dig in and stay ahead of the competition! 

It’s time to boost your conversion rates & begin your adventure with Voluum DSP!

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