What are verticals in affiliate marketing: the complete overview

In traffic arbitrage, everyone has heard of the classic verticals — Nutra, Gambling, Finance, and so on. But in reality, there are many more, and each comes with its own nuances in audience targeting, ad formats, and creative approaches.

A vertical defines not just the product or offer, but also the communication style, messaging, and even the platforms where campaigns will perform best.

In this article, we’ll go over the main verticals in traffic arbitrage and the unique features of advertising creatives for each.

What is a vertical in affiliate marketing 

A vertical in traffic arbitrage / affiliate marketing is a category or direction of offers united by a common theme and target audience. For example, dating, nutra, finance, gambling, or e-commerce — all these are different verticals in which affiliate specialists and advertisers operate.

A vertical shapes the ad campaign strategy from start to finish:

• sets the tone and key messages in creatives;
• determines the best way to present the product (through emotions, facts, visual effects, or results demonstration);
• suggests which platforms and ad formats will generate the highest response from the target audience;
• influences the funnel structure and the user conversion path.

In other words, understanding a vertical’s specifics is the foundation on which the entire advertising strategy is built.

White Hat, Grey Hat, and Black Hat verticals — what does it mean

In affiliate marketing, verticals and promotional methods are generally divided into three categories: White Hat, Grey Hat, and Black Hat. This classification defines how legal the promoted product and its advertising are.

White Hat verticals

White Hat refers to completely legal products and services that comply with advertising platform rules and the legislation of most countries.

Key features of white hat verticals:

• transparent offers with no hidden conditions;
• no exaggerated or false promises;
• legal topics.

Typical White Hat verticals: e-commerce (physical products), SaaS and B2B services, education / EdTech, travel and tourism, real estate.

Grey Hat verticals

Grey Hat involves semi-legal products or semi-legal promotion methods. These offers may not technically violate rules but are somewhat questionable.

Characteristics of Grey Hat verticals:

• relatively legal product, but quality or promised effects may be doubtful;
• aggressive marketing, exaggerated claims, manipulative techniques;
• use of clickbait, emotional pressure, fear triggers, or excessive FOMO;
• promotion at the borderline of what Meta, Google, and TikTok policies allow.

Typical Grey Hat verticals:

• nutra (especially supplements with exaggerated promises);
• dating (with suggestive creatives, but no direct adult content);
• crypto / Forex (generally legal services, but with promises of fast profits).

Black Hat verticals

Black Hat refers to illegal products or services banned by most advertising platforms or promoted through unauthorized methods.

Characteristics:

• prohibited topics;
• fraudulent or scammy products;
• ads may use cloaking, landing page swaps, hidden redirects, or attempts to bypass moderation.

Typical Black Hat verticals:

• adult (pornography, erotica);
• sweepstakes;
• fake investment platforms, counterfeit brands;
• hacking and spy tools and apps;
• pharma involving banned drugs.

In reality, almost any vertical can range from white to black hat depending on how it is promoted. For example, a SaaS service can be white hat, but if the ad exaggerates the product’s capabilities, it becomes grey hat. Dating can also be grey hat (casual dating) or black hat (adult dating).

Next, we will go through the traffic arbitrage verticals in more detail, from the most common to the most niche.

Nutra

The name comes from the word nutrition. It includes health and beauty products: vitamins, dietary supplements, weight loss products, energy or immunity boosters. In grey/black variations, it includes products for potency enhancement, breast or penis enlargement, fertility increase or decrease, treatment of various diseases from diabetes to cancer.

Nutra is popular everywhere: in Tier-1 (USA, Canada, Western Europe), Tier-2 (Poland, Czechia, Balkan countries, Latin America) and Tier-3, but product positioning and advertising approaches will differ significantly.

Typical audience: women 25–50 for beauty, weight loss, anti-aging products; men 30–55 for health, potency, energy products; youth 20–35 for fitness supplements.

Competition level is high in popular segments (weight loss, anti-aging cosmetics); medium in narrow niches (e.g., organic supplements or specialized remedies).

Most frequently used visual elements in creatives: 

• before/after format (appearance change, weight loss); 
• close-ups of the product, e.g., in the model’s hand or near her face; 
• active lifestyle: sports, fresh air, smiling people; 
• animations showing the product effect (e.g., skin cleansing, joint treatment); 
• plants to symbolize organic composition and naturalness; 
• doctors — both in a positive angle (recommending the product) and negative (doctors didn’t know what to do, but this product helped); 
• in grey/black niches — using celebrity faces, shock images (e.g., worms) and visual euphemisms (banana = penis, peach = vulva).

Color palette is very wide: light and natural shades — white, beige, pastel colors. For energy or fitness products — bright contrasting colors (green, yellow, orange). For organic products — green, yellow, brown. For “medical” — white, light blue, blue.

Key messages: “noticeable result in X days”, “your path to a healthy and beautiful body”, “natural ingredients with no side effects”, “restore youth / strength / energy”, “no doctors or clinics / surgeries”, “the power of nature for your health”.

Gambling

A very popular vertical in arbitrage: online casinos, slots, roulette, poker rooms, and other gambling games. The main goal of advertising is to attract new players and retain existing ones through bonuses, promotions, and loyalty programs.

Most popular geos — Tier-2 and Tier-3 (Brazil, Turkey, India, Latin America, Eastern Europe). Tier-1 (USA, Canada, Western Europe) is harder to promote due to strict legal regulation.

Audience — classically men 25–45 interested in gambling and with middle or high income, but in Tier-1 and sometimes Tier-2 advertising also works for retirees who are bored and gambling women with medium or high income.

Competition level is very high, especially in large geo regions with legalized markets. Creatives burn out quickly, so frequent rotation and testing of new approaches is required.

Typical visual elements in ads: 

• colorful slot images with big wins; 
• bright scenes with roulette, cards, chips; 
• shine, light flashes, neon; 
• animations of the winning moment (“jackpot” with confetti).

Color palette: bright, contrasting colors with luxury shades — gold, red, purple, blue, black. Often neon accents are added.

Key messages: “win big money today”, “sign-up bonuses”, “play without risk”, “your chance to hit the jackpot”, “try your luck”. Message strongly depends on geo — for Tier-1 it’s more about entertainment and fun, for Tier-3 about easy money, opportunity to escape poverty.

Betting

These are bets on sports, esports, political events, or other competitions. The main goal is to encourage the player to place a bet, often through bonuses, increased odds, or exclusive offers on specific matches.

Vertical is popular in Tier-2 and Tier-3: Brazil, India, Latin America, South Africa, Eastern Europe. Tier-1 works within legalized markets (UK, Spain, Italy, Australia).

Audience: mostly men 21–45, sports fans, especially football, basketball, cricket, or esports.

Competition level is very high during major sports events (World Cup, Olympic Games, Champions League finals). During the off-season competition is moderate, but top brands maintain a stable presence.

Typical visual elements: 

• dynamic match shots (ball strike, goal celebration, victory moment); 
• images with odds or “bet of the day” banners; 
• photos of fans with strong emotions; 
• graphic effects with timers, countdowns to event start; 
• images of famous athletes.

Color palette: rich, contrasting colors — blue, green, red, yellow. Often combined with black background to highlight odds and CTA.

Key messages: “place a bet on your favorite team today”, “increased odds for the final!”, “get a bonus on your first bet”, “play to win”.

E-commerce

This is the sale of physical goods through online stores and marketplaces, as well as dropshipping — a model where the seller advertises the product and forwards the order to the supplier, who handles delivery. The main goal of advertising is to quickly attract attention to the product and encourage purchase.

Geo depends on the product: trending products often perform well in Tier-1 (USA, Canada, Western Europe), while low-priced products work in Tier-2 and Tier-3 (Poland, Czechia, Balkan countries, Latin America, Southeast Asia).

Audience is very diverse: from teenagers (gadgets, accessories) to older audiences (home goods, health products).

Competition level is high in popular niches and during seasonal sales (Black Friday, Christmas). Unique or niche products may have lower competition.

Typical visual elements: 

• product in action (e.g., video showing a kitchen gadget working); 
• before/after comparisons (especially for products solving a household problem);
•  emotional use (a person happy to have received the product); 
• close-ups of details and textures; 
• heavy use of UGC format.

Color palette often adapts to the brand or season, but usually bright and contrasting colors to make the product stand out in the feed: red, yellow, blue. For premium products — black, white, gold.

Key messages: “the product that conquered TikTok”, “limited quantity — order now”, “the perfect gift for”, “free delivery”, “make life easier”, “no more (description of the problem the product solves)”.

Dating

This includes dating services, mobile apps for finding a partner, niche platforms (e.g., for a certain age group or interests), as well as projects for international dating.

Dating works well in Tier-1 countries (USA, Canada, UK, Australia) and Tier-2 (Spain, Italy, Latin American countries).

Main audience — men 25–45, but there are segments for younger and older audiences depending on the offer, as well as women in Tier-1.

Competition level is high — the market is saturated, especially in Tier-1. Continuous creative rotation and testing of new approaches is required.

Typical visual elements: 

• photos or videos with people, e.g., close-ups of faces, mostly female; 
• situations that evoke emotions — smiles, flirting, romance; 
• app screenshots or chats demonstrating a meeting.

Color palette: warm colors — red, pink, orange, sometimes purple.

Key messages: “find your match today”, “you are one click away from dating”, “dating without long waits”, “girls are already waiting”. Advertising emphasizes speed and ease of starting communication.

Finance and Investments

This includes offers for loans, microloans, bank cards, investment platforms, cryptocurrency exchanges, insurance products, and personal finance services.

The vertical is common in Tier-1 (USA, Canada, UK, Australia) and in some Tier-2 (India, South Africa, Philippines, Latin America for microloans).

Audience depends on the product: for investments — men 25–45 with medium or high income; for microloans — a wider audience 21–55.

Competition level is high in Tier-1 due to many large brands and strict advertising requirements; medium in Tier-2 and Tier-3.

Typical visual elements in advertising: 

• money (bills, coins, wallets, safes); 
• growth charts, stock quotes, smartphone screens with apps; 
• people in business attire, work environment, serious but smiling.

Color palette — blue (trust), green (money, growth), white (cleanliness, formality), red (speed). Black and gold are often added to create a premium effect.

Key messages: “invest wisely, earn steadily”, “profitable loans with no hidden fees”, “don’t miss your chance to earn”.

Mobile Apps (app installs)

This includes promotion of mobile games, utilities, services (music, video, finance, education, etc.), and niche apps (fitness, travel, food delivery). The main goal of advertising is to drive installations and active use of the app.

Geo depends on the type of app: mobile games perform well in Tier-1 and Tier-2 (USA, Canada, Europe, South Korea, Japan, Latin America), while utilities and services can target a broader range of countries.

Audience: from teenagers (games, social media) to older users (finance and medical apps).

Competition level is high in mobile games, medium in niche apps with unique propositions.

Typical visual elements: 

• screencasts or animations demonstrating the interface; 
• gameplay (for games) showing exciting moments; 
• infographics with key benefits or results of using the app; 
• photos of users interacting with the app (especially for lifestyle services).

Color palette: bright, contrasting colors to grab attention in the feed (blue, green, red, yellow). For premium services or business apps — dark tones (blue, purple, green) with accents (white, gold, silver).

Key messages: “download for free”, “unlock new possibilities with one click”, “manage (description of tasks solved by the app) from your smartphone”.

Education / EdTech

This includes online courses, mobile educational apps, language learning platforms, professional training, webinars, SaaS solutions for schools and universities. The goal of advertising is to attract new students, subscribers, or corporate clients.

Popular in Tier-1 (USA, Canada, UK, Australia) and Tier-2 (India, Brazil, Mexico, Eastern European countries).

Audience: youth 18–30 (learning for career start), professionals 25–45 (skill improvement), parents of schoolchildren (children’s online programs).

Competition level is medium in niche courses and high in popular areas (programming, English, design).

Typical visual elements: 

• photos or videos of teachers/students; 
• demonstration of platform or app interface; 
• infographics — course program, student reviews, results; 
• scenes from the learning process (online lesson, group classes); 
• logos of recognized universities or programs.

Color palette: light, clean colors — white, blue, green, sometimes orange for accents. Premium courses — dark blue, red, gold. Language courses — brighter, yellow, orange.

Key messages: “get a new profession in X months”, “study from anywhere in the world”, “interactive learning with real results”, “upgrade skills and grow your career”.

Infobiz

This is the sale of online courses, trainings, masterclasses, coaching, business marathons, webinars, and other products by experts and bloggers. Focus is on the personal brand of the author and the promise of quick or noticeable results.

Popular in Tier-1 (USA, Canada, Australia, UK) and Tier-2 (CIS countries, Eastern Europe, Latin America), partially in Tier-3, but in certain topics (e.g., esoterics, physiotherapy).

Audience: youth 20–35 (personal development, new skills), entrepreneurs and freelancers 25–45 (business learning), homemakers and people seeking additional income.

Competition level is high in “quick results” niches (online earnings, marketing, investments); medium in narrow specialized topics (art therapy, handicrafts, cooking).

Typical visual elements: 

• photos or videos of the author (often in expensive/status clothing and interiors);
•  screenshots from webinars, presentations, chats with participants; 
• reviews and student cases, demonstrating before/after results; 
• scenes with travel, luxury cars, or offices as symbols of success.

Color palette: bright and contrasting colors (red, gold, black, white) to emphasize status and exclusivity. Female niches often use pastel shades, pink, beige.

Key messages: “get results in X days”, “join the closed club of successful people”, “follow a step-by-step system to achieve your goal”, “learn from those who have already succeeded”, “change your life”.

Wellness 

This includes products and services related to healthy lifestyle, physical activity, and mental balance. This can be fitness programs, yoga, meditation, sports nutrition, eco-products, spa and relaxation services, mobile apps for health tracking, etc.

Popular in Tier-1 (USA, Canada, Western Europe, Australia) and Tier-2 (Eastern Europe, Latin America).

Audience: women and men 20–45, focused on health, sport, beauty, and life balance. Specific segments — young mothers, fitness enthusiasts, office workers aiming to improve well-being.

Competition level is medium in niches with clear positioning (yoga, meditation), high in fitness and diet programs.

Typical visual elements: 

• active lifestyle (running, training, yoga in nature); 
• healthy food, smoothies, natural products; 
• relaxation atmosphere (candles, spa procedures, massage); 
• mobile app or gadget tracking progress.

Color palette: natural and calming colors — green, beige, pastel shades, white. Fitness-oriented niches — bright energetic accents (orange, turquoise, yellow).

Key messages: “health is your main asset”, “start changes today”, “restore energy and balance”, “take care of yourself easily and enjoyably”.

Beauty 

This includes cosmetics, skin and hair care, perfumes, beauty devices (epilators, massagers, LED masks), salon services, manicure/pedicure, makeup, and trendy beauty accessories.

Main audience — women 18–45, but some niches (barbering, beard care, men’s cosmetics) actively target men.

Highest performance — Tier-1 countries (USA, Canada, UK, Australia, Western Europe) and Tier-2 (Eastern Europe, Latin America).

Competition level is high — many brands and small sellers, active influencer and blogger promotion on social media.

Typical visual elements: 

• demonstration of the product in use; 
• before/after; 
• UGC formats; 
• close-ups of product texture or skin.

Color palette: pastel tones (pink, beige, light blue), clean backgrounds with bright product accents; premium segment — black, gold, silver.

Key messages: “visible results quickly / effortlessly / at home”, “natural”, “safe composition”, “professional care at home”.

SaaS (Software as a Service)

This includes online services and platforms providing software via subscription. This can be CRM systems, analytics services, design and video editors, marketing tools, accounting solutions, project management platforms, etc.

Popular in Tier-1 (USA, Canada, Western Europe, Australia) and major Tier-2 markets (India, Brazil, Poland, etc.).

Audience: B2B (entrepreneurs, teams, corporate clients) and B2C (freelancers, small businesses, individual specialists).

Competition level is high in high-demand niches (CRM, AI tools, design), medium in narrow specialized solutions (industry-specific SaaS for medicine, education, etc.).

Typical visual elements: 

• screenshots or videos of the interface showing features; 
• animations of service workflow; 
• user cases and testimonials, client logos; 
• infographics with main advantages and performance indicators.

Color palette: clean and professional shades — blue, turquoise, white, gray. AI or high-tech product creatives often add purple or neon accents.

Key messages: “optimize your work”, “save time/money”, “smart tool for your business”, “everything needed for (description of process solved by offer) in one service”, “join X+ users worldwide”.

Loans 

This includes offers for microloans, consumer loans, auto loans, mortgages, and debt refinancing. Advertising goal — attract users to fill applications or generate leads for financial institutions. Can include white and grey offers. This vertical is part of finance but slightly narrower.

White offers work best in Tier-1 (USA, Canada, UK, Australia) and Tier-2 (Poland, Romania, Philippines, Latin America), microloan offers — in Tier-2 and Tier-3.

Audience: adults 21–55 needing funds for personal or business purposes; microloans target a wider segment emphasizing fast access to money.

Competition level is very high, especially in Tier-1, due to many banks and microfinance companies and strict ad moderation.

Typical visual elements: 

• images of cash, bank cards, often with desired items in background — electronics, vacations; 
• photos of happy people with money; 
• smartphone with application form; 
• speed attributes (clock, arrows, “only 15 minutes”).

Color palette: blue (trust, stability), green (money, financial growth), white (clean, official). Microloans often add yellow and red to emphasize speed and urgency.

Key messages: “fast money”, “money for any needs”, “cash for anything”, “get up to $X in 15 minutes”, “quick loans without documents / guarantors”, “low-interest loan for new clients”, “online approval without visiting the bank”.

Mobile Gaming

This is a subvertical of mobile apps. It includes promotion of various mobile games — from puzzles and arcades to complex strategies, RPGs, and MMOs. The main goal is to drive game installs and retain users via regular gameplay, updates, and events.

Popular in all Tiers.

Audience: teenagers 13–18, youth 18–35, gamers 30+.

Competition level is very high in all segments; creatives burn out quickly.

Typical visual elements: 

• gameplay in action; clickbait scenarios, “rescue the character” plots; 
• videos with challenges that the player easily solves to create “master effect” or videos where the player fails obvious tasks to trigger viewer engagement; 
• animated characters with exaggerated emotions.

Color palette: bright, saturated colors that stand out in the feed — red, yellow, blue, green, purple.

Key messages: “play for free”, “try to complete this level”, “only 1% of players can win”, “join millions of players worldwide”.

Crypto / Forex

Grey/black vertical covering offers related to cryptocurrencies and financial markets: crypto exchanges, exchangers, investment platforms, trading bots, trading courses, broker companies in forex segment. White format exists — licensed services with real instruments, but most ads are grey/black — fake investment platforms, “guaranteed” earnings, scam schemes.

Popular in Tier-1 (USA, Canada, Western Europe, Australia) in licensed format. Grey models target Tier-2 and Tier-3 (Latin America, Eastern Europe, Asia).

Audience: men 25–50 with medium and high income, interested in investments, finance, and tech.

Competition level is high in legal segment due to ad platform restrictions and many major players. Grey/black formats also face high competition, but main issue is moderation and account bans.

Typical visual elements: 

• logos of popular cryptocurrencies (Bitcoin, Ethereum) and growth charts; 
• photos/videos of people working on computers or smartphones in trading interfaces; 
• symbols of money, gold coins, digital tokens; 
• in grey creatives — photos of successful people with luxury cars, cash, travel.

Color palette: legal offers — blue, green, black, white, symbolizing financial stability and tech; grey/black offers — gold, red, black with neon accents.

Key messages: “invest in the future today”, “trade without hidden fees”, “guaranteed profit up to X% per month”, “double your capital in a week”.

Services / Local Services

This includes promotion of commercial and private services across various niches: from local services (repairs, cleaning, delivery, photo & video shooting) to global online services (consulting, marketing, design, legal and accounting services, translations, IT services).

Geo: depends on the format. Local services — targeted at specific cities/regions (often Tier-1 and Tier-2). Online services — can be global, including Tier-3 (freelance, outsourcing).

Target Audience (TA): very wide, from private individuals to large businesses.

Competition level: medium in niche or specialized services, high in popular segments (marketing, design, construction, repair).

Typical visual elements:

• photos of the service being performed, specialist at work;
• examples of work before / after;
• images of the final result;
• reviews or client logos;
• infographics or checklists with benefits;
• photos of the team or expert in a working environment.

Color scheme: adapts to the niche, but mainly colors that evoke trust and professionalism — blue, green, white, gray. For creatives focused on emotional response (weddings, events, photography) — warm pastel tones. For speed-oriented offers — red, orange, yellow.

Main messages: “Professional, fast, reliable”, “Quality guaranteed”, “Contact now — get a bonus”, “We will do (task) for you”, “Free consultation”, “Calculate the cost”, “Turnkey solution”.

Travel

This includes promotion of travel services and products: tour operators, online agencies, hotel and flight bookings, cruises, excursions, themed tours (gastronomic, sports, wellness), car rentals, travel insurance.

Geo: popular in Tier-1 (USA, Canada, Western Europe, Australia) and Tier-2 (Turkey, UAE, Latin America, Southeast Asia).

TA: travelers aged 25–55, both individual tourists and families; also business audience for corporate trips.

Competition level: high, especially during peak season (summer, Christmas holidays) and popular destinations. Niche tours (exotic destinations, private trips) have lower competition but higher lead cost.

Typical visual elements:

• bright photos of tourist locations (beaches, mountains, landmarks);
• POV effect, hero at the center of adventure;
• shots of hotels, pools, excursions;
• route maps or infographics with tour conditions.

Color scheme: for popular tours — bright and positive colors (blue, turquoise, yellow, orange, green); for premium segment — calm and premium tones (white, blue, light blue, emerald).

Main messages: “Your dream trip is waiting for you”, “Early booking — save up to X%”, “Discover the world with us”, “Hassle-free vacation”, “All-inclusive”, “Hot tour”.

Medical Vertical

This includes medical service offers: treatment in foreign clinics (medical tourism), plastic and aesthetic surgery, dentistry, private medical centers and specialized clinics (cardiology, orthopedics, reproductive medicine, etc.).

TA and Geo:

• medical tourism: patients from Tier-1 and Tier-2 (USA, Canada, Western Europe, Gulf countries) seeking better prices and quality treatment abroad (Turkey, Thailand, India, Mexico, Eastern Europe);
• Plastic surgery: women 25–55 (rejuvenation, body shaping), men 30–50 (hair transplant, rhinoplasty);
• dentistry: broad TA 20–60, sometimes focusing on medical tourism (implants, aesthetic dentistry);
• medical clinics: high-income patients seeking individual approach and modern technologies.

Competition level: high in popular destinations (Turkey, Mexico, Thailand) and in premium segment (cosmetic surgery, dental implants).

Typical visual elements:

• before / after;
• photos of clinic, equipment, doctors at work;
• shots with patients, smiles, satisfaction with results;
• location of country for medical tourism (beach, landmarks) combined with medical theme.

Color scheme: light and “sterile” colors — white, blue, green, turquoise. For premium services — white, black, gold.

Main messages: “Quality treatment at an affordable price”, “Life-changing results”, “A new life with new (service name)”, “Modern technologies”, “Individual approach”.

Real Estate

This vertical includes sales and rental of residential and commercial real estate, investment in construction and land, as well as services for selecting and supporting real estate deals.

Geo: works in all regions, only offers differ.

TA: private investors, families, businesses looking for commercial spaces, as well as buyers for personal residence or rental.

Competition level: high in Tier-1 and popular investment geos (Dubai, Istanbul, Barcelona), medium in local markets with lower demand.

Typical visual elements:

• professional photos and videos of properties (interiors, facades, panoramic views);
• 3D visualizations and renders for new buildings;
• aerial/drone shots of locations and objects;
• infographics with layouts / prices / property specifications / purchase conditions.

Color scheme: for premium — black, gold, dark blue, white; for mass-market — light and warm colors (beige, green, blue), sometimes with bright accents (red, yellow).

Main messages: “Invest in your dream”, “Profitable price at construction start”, “Best location”, “Rental income up to X% per year”.

Automotive

Includes everything related to the auto business: sale of new and used cars, leasing and auto loans, rental and carsharing, sale of car accessories and spare parts, auto services (inspection, repair, tuning), as well as specialized events (auto shows, test drives).

TA: private buyers 25–55 for new and used cars, car enthusiasts, corporate clients (fleets, business).

Competition level: high in premium and mass segments; medium in niche areas (EVs, tuning).

Typical visual elements:

• professional photos and videos of the car (exterior, interior, details);
• test drive videos, POV shots from driver’s perspective;
• animated comparisons of models or configurations;
• lifestyle shots (car in city or nature, family trips, business style).

Color scheme: varies depending on offer and TA: premium — black, silver, blue, white, graphite; mass-market & tuning — brighter colors (red, yellow, orange, lime).

Main messages: “Feel the thrill of a new model”, “Save up to X% when buying now”, “Choose a car that fits your style”, “Test drive with no obligations”. Premium often combines product with lifestyle (luxury), mass-market emphasizes economy and practicality.

Food Delivery / Q-Commerce

A relatively new and rapidly growing vertical. Includes restaurant food delivery, supermarket grocery delivery, and q-commerce (fast marketplaces with 10–30 min delivery). Offers include both international brands (Uber Eats, Glovo, DoorDash) and local players.

TA: urban residents 18–45, office workers, students, families with children, users who value speed and convenience.

Competition level: very high, especially in large cities. Creatives burn out quickly, so brands often rotate them with seasonal and geo-specific offers.

Typical visual elements:

• bright photos of dishes or grocery baskets (appetizing food styling);
• couriers in branded uniforms;
• screenshots or animations of app order process;
• lifestyle shots (food at a party, office, home).

Color scheme: bright, vivid colors — red, yellow, orange, green. Premium may add dark tones and gold accents.

Main messages: “Delivery in 15 minutes”, “Order now and get X% discount”, “Tasty nearby / with one click”, “First delivery free”, emphasize freshness. Hyper-local campaigns with geo-adapted creatives are effective.

Event & Entertainment

Includes ticket sales and promotion of events: concerts, festivals, theater performances, sports matches, cinema, exhibitions, online events, and themed entertainment activities (escape rooms, amusement parks).

Geo: Tier-1 (USA, Canada, Western Europe, Australia) — focus on large international and premium events; Tier-2 & Tier-3 (LATAM, Eastern Europe, Asia) — focus on mass concerts, local festivals, cinema.

TA: depends on the event — from teens and youth (music and sports events) to family audience (family shows, amusement parks) and business segment (conferences, exhibitions).

Competition level: high in large cities and peak seasons (summer, New Year holidays, football championships).

Typical visual elements:

• poster-style, photos of artists;
• live shots (stage, crowd, audience emotions);
• video with key moments (teasers, trailers);
• animated posters with date and venue.

Color scheme: usually bright, contrasting colors (yellow, red, blue, purple); premium events may use black, gold, dark blue, white.

Main messages: “Tickets on sale, hurry to get yours”, “Only one evening / don’t miss”, “The loudest event of the year”, “Dive into music / sports / art”. Conversions can be boosted with timers (“3 days left”) and social proof (“10,000 people already bought tickets”).

Pet Products & Services

The cutest vertical :) Includes pet products (food, treats, toys, accessories, beds, cages, aquariums), veterinary services, grooming, training, pet-sitting, hotels, care services, as well as mobile apps for pet owners (health tracking, online vet consultations).

Geo: Tier-1 (USA, Canada, Western Europe, Australia) — premium products and services; Tier-2 & Tier-3 (Eastern Europe, LATAM, Asia) — focus on affordable products and basic services.

TA: pet owners 20–60; often women 25–45 as main buyers of pet products and services.

Competition level: medium in narrow niches (premium food, designer accessories), high in mass-market (food, toys).

Typical visual elements:

• photos of pets in frame (happy dogs, cats, other pets);
• product in use (cat playing with toy, dog eating food);
• lifestyle shots with owners and pets;
• bright and cute illustrations.

Color scheme: warm, friendly colors — yellow, orange, light green, blue; premium — white, gold, black combined with natural shades.

Main messages: “Spoil your pet with the best”, “Care they deserve”, “Health and happiness for your friend”, “Choose a product they will love”.

AI Tools

This vertical covers AI-based services and applications: text, image, video, voice generators, AI analytics, business process automation, chatbots, speech recognition, AI assistants for marketing, design, coding, and learning.

Typical Geo: Tier-1 (USA, Canada, Western Europe, Australia) — main demand among businesses and professionals; Tier-2 (India, Brazil, Eastern Europe) — growing rapidly due to cheaper access to technology.

TA: marketers, designers, developers, content creators, entrepreneurs, educational projects, corporate clients.

Competition level: high, especially in generative content niches; lower in specialized AI solutions.

Typical visual elements:

• AI software interfaces with outputs (text, images, graphics);
• animated before/after demonstrations using AI;
• elements associated with AI (brain, neural network, light effects);
• lifestyle shots of people working on computers or tablets;
• video creatives generated by AI networks.

Color scheme: tech-style, dark backgrounds with neon accents (blue, purple, turquoise); for B2B — clean corporate colors (white, blue, gray).

Main messages: “AI that works for you”, “Turn ideas into content in seconds”, “Optimize business with AI”, “Be faster”.

Online Subscriptions & Content Platforms

A relatively new vertical covering services with paid subscriptions for content or functionality access:

• streaming platforms (Netflix, Spotify, Disney+, Amazon Prime);
• educational platforms (online courses, paid webinars, masterclasses);
• paid communities and exclusive content (Patreon, closed forums, OnlyFans in gray/black formats);
• niche media platforms (news resources with paywalls, music libraries, podcasts);
• new trend — vertical mobile series and romantic interactive stories with subscriptions (e.g., ReelShort, Chapters, Dreame apps), rapidly gaining popularity in Tier-1 and Tier-2, especially among young female audience 18–34.

Geo: Tier-1 (USA, Canada, Western Europe, Australia) — high demand for global services and new mobile series formats; Tier-2 & Tier-3 (LATAM, Eastern Europe, Asia) — local alternatives and lower-price subscriptions.

TA: broad, 18–55 years; specific segments — gamers, movie & series fans, music listeners, novel readers, young female audience for romantic/dramatic interactive stories.

Competition level: high in streaming & educational platforms; rapidly growing in mobile vertical series and interactive novels, where there are fewer giants and more startups.

Typical visual elements:

• posters of films, series, or book/story covers;
• content frames (trailers, teasers, animations);
• mobile interface previews with subscriber sections;
• for mobile novels — “romantic novel” style covers with emotional scenes and intriguing plot hooks.

Color scheme: mass services: brand colors (Netflix — red/black, Spotify — green/black); romantic stories — warm & dramatic tones (pink, burgundy, purple, gold); dramatic stories — dark shades.

Main messages: “watch/read without limits”, “exclusive for subscribers only”, “new episodes weekly”, “choose how the story develops” (interactive novels), “find out what happens next”.

Web3 & NFT

The vertical covers projects based on third-generation blockchain (Web3) and digital assets in the NFT format. This includes NFT collections, marketplaces for buying and selling tokens, GameFi projects, metaverses, DAO platforms, Web3 wallets, services for creating and monetizing NFTs, as well as infrastructure solutions for Web3 apps.

TA: crypto enthusiasts, digital art collectors, gamers, digital asset investors, tech startups. Tier-1 (USA, Canada, Western Europe, Australia) — collectors, investors, gamers with high income; Tier-2 & Tier-3 (Southeast Asia, LATAM, Eastern Europe) — mass users & early adopters due to lower entry threshold.

Competition level: high in NFT and GameFi hype projects; medium in Web3 infrastructure services.

Typical visual elements:

• 3D graphics & NFT collection art;
• animated scenes from metaverses & gameplay;
• blockchain, cryptocurrency, token symbols;
• video previews of new collections or game releases.

Color scheme: neon & futuristic — purple, turquoise, blue, pink; premium — black, gold, silver with glossy effects.

Main messages: “become part of the metaverse”, “buy your first NFT in X minutes”, “play and earn in Web3 world”, “exclusive tokens for a limited circle”.

Hacking & Spy Tools

The vertical covers offers of software and devices for surveillance, hacking, or information collection without the user's knowledge. These can include keyloggers, programs for monitoring other people's messengers and social networks, password bypassing tools, GPS trackers, spyware for parental control, as well as hacking utilities (botnets, DDoS software).

Geo: Tier-2 & Tier-3: Eastern Europe, LATAM, Asia — gray & black offers with aggressive promises; Tier-1 — advertising such products is mostly banned, only white/gray offers exist.

TA: from users seeking legal parental control to those seeking unauthorized access; gray/black offers often target trusting users 45+.

Competition level: high in gray/black traffic, low in white (parental control).

Typical visual elements:

• screenshots of messages/chats (simulating “read” conversations);
• silhouettes of people at computers in dark rooms;
• lock, key, magnifying glass, GPS icons;
• thematic “hacking” animations (code lines, hacker interfaces).

Color scheme: dark palette — black, gray, dark blue, with neon accents (green, red).

Main messages: “find out the truth in minutes”, “track what they hide”, “easy access to needed info”, “full control for $X/month”.

Meta, Google, TikTok strictly prohibit most of these tools; white segment (parental control, corporate monitoring) passes moderation with clear legal wording. Gray/black campaigns disguise as “security” or “protection” services.

Sweepstakes

Gray/black vertical. Includes contests & prize campaigns where users submit a form (usually with contact info) to win a prize — smartphone, money, gift card, car, etc.

Geo: popular in Tier-2 & Tier-3 (LATAM, Eastern Europe, Southeast Asia); legal versions exist in Tier-1 (USA, Canada, Europe).

TA: broad, 18–60 years, motivated by winning prizes easily.

Competition level: high in popular geos; Tier-1 moderation strict, requiring legal offers.

Typical visual elements:

• prize images (iPhone, car, money, gift card);
• confetti, festive elements, glitter;
• brand icons (unauthorized in scam versions).

Color scheme: bright, saturated — red, yellow, gold, blue; high contrast to grab attention.

Main messages: “win iPhone 15 in 1 minute”, “fill a simple form & get a guaranteed prize”, “today only! Bonus for new participants”, “X prizes left — hurry!”

Legal sweepstakes require official rules & prize confirmation; scam offers often use fake brands, false chances, and hidden subscriptions.

Adult

Adult content vertical: 18+ websites, webcam platforms, erotic dating, sex chats, sale of intimate products/accessories. Goal — attract users to view/subscribe, sometimes purchase product or private interaction.

Geo: more popular in Tier-2 & Tier-3 (LATAM, Eastern Europe, Asia); Tier-1 has strict moderation and legal restrictions.

TA: mostly men 21–45; niches exist for women, couples, queer audience.

Competition level: very high, especially webcam & premium 18+ content; creatives burn out quickly due to repetition.

Typical visuals:

• erotic photos/videos with hints, avoiding nudity to pass moderation;
• silhouettes, blurred areas, close-ups;
• previews of chat or private video.

Color scheme: dark tones (black, dark blue, burgundy) with bright accents — red, pink, purple.

Main messages: “join private chat now”, “adult dating without taboos”, “one click away from hot communication”, “watch free — today only”.

Most platforms (Meta, Google, TikTok) prohibit explicit adult content; gray/black offers rely on subtlety, hints, blurred images, clickbait headlines.

Pharma

This includes advertising of pharmaceuticals and products that can be indirectly attributed to them. In the white segment, these can be officially approved medicines that are sold with or without a prescription, in the black segment - unlicensed drugs, all kinds of miracle cures and outright fakes. Sometimes, black pharma also includes narcotics / drugs for changing consciousness. Also included in pharma are dietary supplements that are positioned as medical drugs.

Geo: white pharma — Tier-1 & Tier-2 (USA, Europe, Canada, Australia); gray/black — Tier-2 & Tier-3 (Southeast Asia, LATAM, Eastern Europe).

TA: varies by product — youth (sports supplements, energy boosters) to elderly (chronic disease remedies).

Competition level: medium; legal pharma faces restrictions & high lead costs; gray/black struggles with moderation & bans.

Typical visual elements:

• product packaging;
• medical symbols (cross, doctor, stethoscope, pills);
• before/after for gray offers: weight loss, skin improvement, vision enhancement;
• infographics showing product effects.

Color scheme: white pharma — white, blue, green (trust, safety, cleanliness); gray/black — contrasting colors, red for problem, green/blue for solution; neon or bright for illegal products.

Main messages: “clinically proven results”, “effective OTC remedy”, “eliminate problem in X days”, “recommended by doctors”.

Esoterics

Services/products related to astrology, tarot, divination, numerology, meditation, energy practices, amulets, talismans, spiritual guidance. Includes online consultations, courses, mobile apps with horoscopes or predictions.

Geo: high demand in LATAM, Eastern Europe, India; Tier-1 among audiences buying online consultations & personal predictions.

TA: women 25–55, interested in self-discovery, psychology, personal development.

Competition level: medium; market fragmented — large players & many small personal brands.

Typical visual elements:

• zodiac symbols, tarot cards, cosmic imagery;
• candles, crystals, ritual items;
• lifestyle photos of divination/meditation;
• photos of esoteric experts;
• happy/enlightened people, romantic couples.

Color scheme: deep & mystical — dark blue, purple, burgundy, gold, silver; often glowing, misty effects.

Main messages: “discover your future today”, “get a personal forecast”, “unlock energy of success”, “know yourself”, “best dates for your important life events”, “will you marry/be together/does he cheat on you”.

Verticals Influence Creative Approaches

The choice of vertical determines the entire creative strategy of an advertising campaign — from selecting the visual style to the messaging. Each vertical has recognizable approaches that allow the user to instantly understand what is being advertised and capture their attention.

Every vertical has its own visual patterns familiar to the audience. In gambling, for example, there are bright contrasting colors, neon, and animation. SaaS uses clean interface layouts with an emphasis on blue and white tones. Wellness often features natural, warm colors combined with lifestyle photography. Choosing the right color palette and style of photo or video helps immediately evoke an association with the niche and increases brand recognition.

The vertical also defines which values and triggers are important for the target audience. In dating, it is emotions, closeness, and speed of connection. In fintech, it is security, profit, and speed. In e-commerce or quick commerce, it is price, trends, discounts, and fast or free delivery.

The choice of creative formats often depends on the vertical. Even universal formats, such as short vertical videos for Reels or TikTok, work differently in different verticals. In nutra, comparisons before and after or testimonials are common. Mobile games use gameplay, intriguing tasks, and emotional stories. SaaS focuses on screencasts or screenshots of features and case examples. Dating emphasizes images of the target audience with emotional calls to action.

The better the advertiser understands the characteristics of the niche, the more accurately they can create and test ads, saving budget and reducing the time spent finding effective solutions.

The best way to study any vertical is to develop visual literacy by observing and learning from colleagues and competitors. This allows you to identify the unique creative approach and better understand what triggers the target audience in each vertical.

Watch, study, test, and may your ROI always be positive 😉