What Are Verticals in Traffic Arbitrage: The Most Comprehensive Overview

Svitlana Shapovalova, Marketing Lead at the creative search service Adheart

Everyone in traffic arbitrage has heard of the classic verticals — nutra, gambling, finance, and so on. But in reality, there are far more of them, and each has its own nuances when it comes to audience engagement, 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, I'll walk you through the verticals that exist in traffic arbitrage and the creative specifics that come with each one.

What Is a Vertical in Traffic Arbitrage

A vertical in traffic arbitrage is a direction or category of offers united by a common theme and target audience. Dating, nutra, finance, gambling, and e-commerce are all examples of different verticals that affiliates and advertisers operate within.

A vertical shapes the entire advertising campaign strategy from start to finish:

• it sets the tone and key messages in creatives;
• it determines how best to present the product (through emotion, facts, visual impact, or results-driven demonstration);
• it indicates which platforms and formats generate the highest response from the target audience;
• it influences the funnel structure and the way users convert.

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

White Hat, Grey Hat, and Black Hat Verticals — What Do They Mean?

In traffic arbitrage, verticals and advertising methods are broadly divided into three main categories — the so-called white hat, grey hat, and black hat. This classification defines how legal the promoted product and its advertising actually are.

White Hat Verticals

White hat refers to fully legal and compliant products and services that align with the policies of advertising platforms and the legislation of most countries.

Key characteristics of white hat verticals:

• transparent offers with no hidden terms;
• no exaggerated or misleading claims;
• fully legal subject matter.

Typical white hat verticals: e-commerce (mainstream goods), SaaS and B2B services, education / EdTech, travel and tourism, real estate, and others.

Grey Hat Verticals

Grey hat refers to conditionally semi-legal products or semi-legal promotion methods. These offers don't technically violate the rules, but they do raise some questions.

Key characteristics of grey hat:

• a relatively legal product, but with doubts around quality or claimed effects;
• aggressive marketing, exaggerated promises, and manipulative techniques;
• use of clickbait, emotional pressure, fear triggers, or excessive FOMO;
• promotion that pushes the boundaries of what's permitted under Meta, Google, and TikTok policies.

Typical grey hat verticals:

• nutra (especially supplements with exaggerated claims);
• dating (with suggestive creatives, but no explicit adult content);
• crypto / forex (generally legal services, but with promises of quick profits);

Black Hat Verticals

These are products or services that are illegal and banned by most advertising platforms, or that are promoted through prohibited methods.

Key characteristics:

• prohibited subject matter;
• fraudulent-type products;
• use of cloaking, landing page substitution, hidden redirects, and attempts to bypass ad network moderation.

Typical black hat verticals:

• adult (pornography, erotica);
• sweepstakes;
• fake investment platforms, counterfeit brands;
• hacking and spyware tools and apps;
• pharma involving the sale of controlled or prohibited substances.

In practice, almost any vertical can fall into different shades of "white" depending on what exactly is being promoted and how. For example, a SaaS service that sits firmly in white hat can shift into grey hat if its advertising overstates the product's capabilities — and dating can be either grey hat (casual connections) or black hat (adult dating).

Now let's take a closer look at the specific verticals that exist in the affiliate space, moving from the most common to the most niche.

Nutra

The name comes from the English word "nutrition." This vertical covers health and beauty products: vitamins, dietary supplements, weight loss products, energy and immunity boosters — and in grey/black variations — potency enhancers, breast or penis enlargement products, fertility modifiers, and treatments for various conditions ranging from diabetes to cancer.

Typical nutra creatives (sourced from Adheart)

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

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

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

Most commonly used visual elements in creatives:

• "before / after" format (appearance transformation, weight loss);
• close-up shots of the product, for example, held in a model's hand or near her face;
• active lifestyle imagery: sports, fresh air, smiling people;
• animations showing the product's effect (e.g., skin cleansing, joint treatment);
• plants to symbolize organic composition and natural ingredients;
• doctors — both in a positive context (recommending the product) and a negative one (doctors didn't know what to do, but this product helped);
• in gray / black hat niches — use of celebrity faces and public figures, shock imagery (e.g., parasites), and visual euphemisms (banana = penis, peach = vulva)

Color palette is very broad: light and natural tones — white, beige, pastels. For energy or fitness products — bright, contrasting colors (green, yellow, orange). For organic products — green, yellow, brown. For "medical" products — white, light blue, blue.

Core messages: "visible results in just X days," "your path to a healthy and beautiful body," "natural ingredients with no side effects," "restore your youth / strength / energy," "no doctors, clinics, or surgery," "the power of nature for your health."

Gambling

One of the most popular verticals in affiliate marketing: online casinos, slots, roulette, poker rooms, and other gambling products. The primary goal of advertising is to attract new players and retain existing ones through bonuses, promotions, and loyalty programs.

Typical gambling creatives (sourced from Adheart)

Most popular GEOs are Tier-2 and Tier-3 (Brazil, Turkey, India, Latin American countries, Eastern Europe). Tier-1 (USA, Canada, Western Europe) is more challenging due to strict regulatory frameworks.

Target audience — classically men aged 25–45 interested in gambling entertainment with medium to high income, but in Tier-1 and occasionally Tier-2, ads targeting retirees looking for entertainment and female gamblers with medium to high income also perform well.

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

Typical visual elements in ads:

• Colorful slot imagery featuring big wins.
• Bright scenes with roulette wheels, cards, and chips.
• Glitter effects, light flashes, neon.
• Animations of the winning moment ("jackpot" with confetti).

Color palette: bright, contrasting colors with luxury undertones — gold, red, purple, blue, black. Neon accents are frequently added.

Core messages: "win big money today," "registration bonuses," "play risk-free," "your chance to hit the jackpot," "try your luck." The messaging varies heavily by GEO — in Tier-1 it leans more toward entertainment and excitement, while in Tier-3 it focuses on easy money and the opportunity to escape poverty.

Betting

This vertical covers sports betting, esports, political events, and other competitions. The primary goal is to drive the player to place a bet, often through bonuses, boosted odds, or exclusive offers on specific matches.

Typical betting creatives (sourced from Adheart)

The vertical is popular in Tier-2 and Tier-3: Brazil, India, Latin American countries, South Africa, Eastern Europe. Tier-1 operates within legalized markets (UK, Spain, Italy, Australia).

Target audience: predominantly men aged 21–45, sports fans — especially football, basketball, cricket, or esports.

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

Typical visual elements:

• dynamic match footage (a shot on goal, goal celebration, winning moment);
• images with odds or "bet of the day" promotional banners;
• photos of fans with vivid emotions;
• graphic effects with timers and countdowns to event start;
• images of well-known athletes.

Color palette: rich, high-contrast colors — blue, green, red, yellow. Often combined with a black background to make odds and CTAs stand out.

Key messages: "bet on your favorite team today," "boosted odds for the final!," "get a bonus on your first bet," "play to win."

E-commerce

This vertical covers the sale of physical goods through online stores and marketplaces, as well as dropshipping — a model where the seller advertises a product and passes the order to a supplier who handles fulfillment. The primary goal of advertising is to quickly capture attention and drive purchases.

Classic e-commerce creatives (sourced from Adheart)

GEO depends on the product: trending products often perform well in Tier-1 (USA, Canada, Western Europe), while lower-priced goods tend to go into Tier-2 and Tier-3 (Poland, Czech Republic, the Balkans, Latin America, Southeast Asia).

Target audience is highly diverse: from teenagers (gadgets, accessories) to older demographics (home goods, health products).

Competition is high in popular niches and during seasonal sales events (Black Friday, Christmas). Unique or niche products may face less competition.

Typical visual elements:

• product in action (e.g., a video showing how a kitchen gadget works);
• before/after comparisons (especially for products that solve an everyday problem);
• emotional usage scenarios (a person happy after receiving the product);
• close-up shots of details and textures;
• heavy use of UGC format.

Color palette is often adapted to the brand or season, but typically bright and high-contrast colors to make the product stand out in the feed: red, yellow, blue. For premium products — black, white, gold.

Key messages: "the product that took TikTok by storm," "limited stock — order now," "the perfect gift for," "free shipping," "make your life easier," "no more [description of the problem the product solves]."

Dating

This vertical includes dating services, mobile apps for finding a partner, niche platforms (e.g., for specific age groups or interests), and international dating projects.

Dating ad examples (sourced from Adheart)

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

Core target audience — men aged 25–45, though there are segments for younger and older audiences depending on the offer, as well as female-targeted offers in Tier-1.

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

Typical visual elements:

• photos or videos of people, e.g., close-up face shots, most often female;
• emotionally charged situations — smiling, flirting, romance;
• app screenshots or chat interfaces showing a connection being made.

Color palette: warm tones — red, pink, orange, occasionally purple.

Key messages: "Find your match today," "You're one click away from meeting someone," "Dates without the long wait," "Girls are already waiting." Ad messaging emphasizes speed and ease of getting started.

Finance & Investments (Finance)

This vertical includes offers covering loans, microloans, bank cards, investment platforms, crypto exchanges, insurance products, and personal finance services.

Finance ad examples (sourced from Adheart)

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

Target audience depends on the product: for investments — men aged 25–45 with middle and high income; for microloans — a broader audience of 21–55.

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

Typical visual elements in ads:

• money (banknotes, coins, wallets, safes);
• growth charts, stock quotes, smartphone screens with apps;
• people in business attire, professional environments — serious yet smiling.

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

Key messages: "Invest smart, earn consistently," "Profitable loans with no hidden fees," "Don't miss your chance to earn."

Mobile Apps (App Installs)

This vertical covers the promotion of mobile games, utilities, services (music, video, finance, education, etc.) and niche-specific apps (fitness, travel, food delivery). The primary goal of advertising is to drive installs and active app usage.

Creative examples for mobile app advertising (sourced from Adheart)

GEO depends on the app type: 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 wider range of countries.

Target audience: from teenagers (games, social media) to older demographics (financial and medical apps).

Competition level is high in the mobile gaming segment and medium in niche apps with a unique value proposition.

Typical visual elements:

• screencasts or animations showcasing the interface;
• gameplay (for games) highlighting engaging moments;
• infographics featuring key benefits or usage results;
• photos of users interacting with the app (especially for lifestyle services).

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

Key messages: "Download for free," "Unlock new possibilities in one click," "Manage [description of tasks the app solves] from your smartphone."

Education (Edtech)

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

Creative examples for the education niche (sourced from Adheart)

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

Target audience: young people aged 18–30 (learning for career entry), professionals aged 25–45 (upskilling), and parents of school-age children (children's online programs).

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

Typical visual elements:

• photos or videos of an instructor or student;
• demonstration of the platform or app interface;
• infographics — course curriculum, student testimonials, results;
• footage from the learning process (online lessons, group sessions);
• logos of recognizable universities or programs.

Color palette: light, clean colors — white, blue, green, sometimes orange for accents. For premium courses — dark navy, red, gold. For language courses — brighter tones, yellow and orange.

Key messages: "Get a new profession in X months," "Learn from anywhere in the world," "Interactive learning with real results," "Upskill and advance your career."

Infobusiness

This vertical covers the sale of online courses, training programs, masterclasses, coaching, business marathons, webinars, and other products from experts and content creators. The focus is on the author's personal brand and the promise of fast or tangible results.

Infobusiness creative examples (sourced from Adheart)

Popular vertical in Tier-1 (USA, Canada, Australia, UK) and Tier-2 (CIS countries, Eastern Europe, Latin America), partially in Tier-3, but in specific niches (e.g., esotericism, physiotherapy).

Target audience: young people aged 20–35 (personal development, new skills), entrepreneurs and freelancers aged 25–45 (business education), homemakers and people looking for additional income.

Competition level is high in "quick results" niches (online income, marketing, investments); medium in narrow specialized topics (art therapy, crafts, cooking).

Typical visual elements:

• photos or videos of the author (often in expensive or status-signaling clothing and interiors);
• screenshots from webinars, presentations, chats with participants;
• testimonials and student case studies, before/after learning demonstrations;
• shots from travels, luxury cars, or offices as symbols of success.

Color palette: bright and contrasting colors (red, gold, black, white) to emphasize status and exclusivity. In female-oriented niches, pastel shades, pink, and beige are commonly used.

Key messages: "Get results in just X days," "Join the exclusive club of the successful," "Get a step-by-step system to achieve your goal," "Learn from those who've already made it," "Change your life."

Health/Wellness

This includes products and services related to maintaining a healthy lifestyle, physical activity, and mental balance. These may include fitness programs, yoga, meditation, sports nutrition, eco-products, spa and relaxation services, mobile health-tracking apps, and more.

Typical wellness creatives (sourced from Adheart)

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

Target audience: men and women aged 20–45 focused on health, sports, beauty, and life balance. Specific segments include young mothers, fitness enthusiasts, and office workers looking to improve their well-being.

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

Typical visual elements:

• active lifestyle (running, workouts, outdoor yoga);
• healthy meals, smoothies, natural products.
• relaxation atmosphere (candles, spa treatments, massage);
• mobile app or gadget for progress tracking.

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

Key messages: "Health is your greatest asset," "Start your transformation today," "Restore your energy and balance," "Take care of yourself — easily and enjoyably."

Beauty Vertical

This covers cosmetics, skin and hair care, fragrances, beauty devices (epilators, massagers, LED masks), salon services, nail care, makeup, and trending beauty accessories.

Examples of beauty creatives (sourced from Adheart)

Core audience — women aged 18–45, though in certain niches (barbering, beard care, men's grooming) the male segment is also actively targeted.

Top performance is seen in 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, with active involvement of bloggers and influencers across social media.

Typical visual elements:

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

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

Key messages: "Visible results fast / effortlessly / at home," "Natural ingredients," "Safe formula," "Professional-grade care at home."

SaaS (Software as a Service)

This includes online services and platforms that deliver software on a subscription basis. These may include CRM systems, analytics services, design and video editors, tools for marketers, accounting solutions, project management platforms, and more.

Classic SaaS creatives (sourced from Adheart)

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

Target audience: B2B (entrepreneurs, teams, corporate clients) and B2C (freelancers, small businesses, individual professionals).

Competition level is high in high-demand niches (CRM, AI tools, design) and moderate in narrowly specialized solutions (industry-specific SaaS for healthcare, education, etc.).

Typical visual elements:

• screenshots or interface videos demonstrating features;
• animations showing how the service works;
• case studies and user testimonials, client company logos;
• infographics highlighting key benefits and performance metrics.

Color palette: clean and professional tones — blue, teal, white, gray. AI and high-tech product creatives often incorporate purple and neon accents.

Key messages: "Optimize your workflow", "Save time / money", "The smart tool for your business", "Everything you need for [description of the process the offer solves] in one platform", "Join X+ users worldwide".

Loans & Credits (Loans)

This vertical includes offers for microloans, consumer loans, auto loans, mortgages, and debt refinancing. The goal of the advertising is to drive users to fill out an application or generate a lead for a financial institution. Both white-hat and gray-hat offers can be found here. This vertical can be considered part of the finance vertical, though it is somewhat more narrowly defined.

Typical creatives for the loans vertical (sourced from Adheart)

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

Target audience: adults aged 21–55 who need funds for personal or business needs; in the microloan segment — a broader audience with emphasis on speed of access to funds.

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

Typical visual elements:

• images of cash and bank cards, often against a backdrop of aspirational items — gadgets, vacations, etc.;
• photos of happy people with money;
• a smartphone displaying an application form;
• speed-related imagery (clocks, arrows, "in just 15 minutes").

Color palette: blue (trust, stability), green (money, financial growth), white (clarity, credibility). Microloan creatives often add yellow and red to emphasize speed and urgency.

Key messages: "Fast cash", "Money for any need", "Cash for anything", "Get up to $X in 15 minutes", "Quick loans with no paperwork / guarantors", "Low-rate loan for new customers", "Online approval without visiting a bank".

Mobile Games (Mobile Gaming)

This is a sub-vertical worth distinguishing from mobile apps in general. It covers the promotion of a wide variety of mobile games — from puzzles and arcade titles to complex strategy games, RPGs, and MMOs. The primary advertising goal is to drive installs and retain users through regular gameplay, updates, and in-game events.

Creative examples for mobile game advertising (sourced from Adheart)

Popular across all Tiers.

Target audience: teens aged 13–18, young adults 18–35, gamers 30+.

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

Typical visual elements:

• gameplay in action;
• clickbait and mislead scenarios ("save the character");
• videos featuring challenges the player easily overcomes to trigger a "master effect" in the viewer — or conversely, videos where the player fails at an obvious task to provoke the viewer;
• 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 beat this level", "Only 1% of players can win", "Join millions of players worldwide".

Crypto (Crypto/Forex)

A gray/black vertical covering offers related to cryptocurrency and financial market trading: crypto exchanges, swap services, investment platforms, trading bots, trading education programs, and forex brokerage companies. White-hat formats also exist — these are licensed services with real instruments — but the majority of advertising promotes gray and black offers: fake investment platforms, "guaranteed" earnings, and scam schemes.

Typical crypto/forex creatives (sourced from Adheart)

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

Target audience: men aged 25–50 with medium to high income, interested in investments, finance, and technology.

Competition level is high in the legitimate segment due to ad platform restrictions and a large number of major players. In gray/black formats, competition is also significant, but the main challenge is moderation and account bans.

Typical visual elements:

• logos of well-known cryptocurrencies (Bitcoin, Ethereum) and growth charts;
• photos/videos of people working on a computer or smartphone within a trading interface;
• symbols of money, gold coins, and digital tokens;
• in gray-hat creatives — photos of successful people with luxury cars, cash, and travel imagery.

Color palette:

• legitimate offers — blue, green, black, white; associations with financial stability and a tech-forward feel;
• gray/black offers — gold, red, black with neon accents.

Key messages: "Invest in the future today", "Trade with no hidden fees", "Guaranteed returns of up to X% per month", "Double your capital in a week".

Services (Services/Local services)

This covers the promotion of commercial and private services across various niches: from local services (repairs, cleaning, delivery, photo and video production) to global online services (consulting, marketing, design, legal and accounting services, translation, IT services).

Examples of creatives for the services vertical (sourced from Adheart)

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

Target audience: very broad, ranging from individual consumers to large businesses.

Competition level is medium in niche or specialized services and high in popular segments (marketing, design, construction, repairs).

Typical visual elements:

• photos of the service being performed, a specialist at work;
• before/after examples of completed work;
• images of the finished result;
• testimonials or client logos;
• infographics or checklists highlighting key benefits;
• photos of the team or an expert in a working environment.

Color palette adapts to the niche, but colors that convey trust and professionalism dominate — blue, green, white, gray. For creatives targeting an emotional response (weddings, events, photography), warm pastel tones are used. For urgency — red, orange, yellow.

Key messages: "Professional, fast, reliable", "Quality guaranteed", "Contact us now — get a bonus", "We'll handle [task] for you", "Free consultation", "Get a quote", "Turnkey solution".

Travel

This vertical covers the promotion of travel services and products: tour operators, online travel agencies, hotel and flight booking, cruises, excursions, themed tours (culinary, sports, wellness), car rentals, and travel insurance.

Examples of travel creatives (sourced from Adheart)

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

Target audience: travelers aged 25–55, both solo tourists and families; also a business audience for corporate travel.

Competition level is high, especially during peak season (summer, Christmas holidays) and on popular destinations. Niche tours (exotic destinations, private travel) face less competition but come with a higher cost per lead.

Typical visual elements:

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

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

Key messages: "Your dream trip is already waiting for you", "Early booking — save up to X%", "Discover the world with us", "Worry-free vacation", "All inclusive", "Last-minute deal".

Medical vertical

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

Typical medical creatives (sourced from Adheart)

Target audience and GEO:

• medical tourism: patients from Tier-1 and Tier-2 (USA, Canada, Western Europe, Gulf countries) seeking more affordable prices and quality treatment abroad (Turkey, Thailand, India, Mexico, Eastern Europe);
• plastic surgery: women aged 25–55 (rejuvenation, body contouring), men aged 30–50 (hair transplantation, rhinoplasty);
• dentistry: broad audience aged 20–60, sometimes with a focus on medical tourism (implants, aesthetic dentistry);
• medical clinics: high-income patients seeking a personalized approach and cutting-edge technology.

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

Typical visual elements:

• before/after;
• photos of the clinic, equipment, doctors at work;
• shots featuring patients, smiles, satisfaction with results;
• destination imagery for medical tourism (beach, landmarks) combined with medical themes.

Color palette: light and "sterile" colors — white, light blue, green, turquoise. For premium services — white, black, gold.

Key messages: "Quality treatment at an affordable price", "Results that change your life", "A new life with a new [service name]", "Advanced technology", "Personalized approach".

Real estate

This vertical covers the sale and rental of residential and commercial property, investment in construction and land, as well as property search and transaction support services.

Examples of creatives for real estate advertising (sourced from Adheart)

The vertical works across all GEOs, with only the offers differing.

Target audience: private investors, families, businesses looking for commercial space, as well as buyers seeking a primary residence or rental property.

Competition level is high in Tier-1 and popular investment GEOs (Dubai, Istanbul, Barcelona), and moderate 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 developments;
• drone footage of locations and properties;
• infographics with floor plans / prices / property specs / purchase terms, etc.

Color palette: for the premium segment — black, gold, dark navy, white; for the mass market — light and warm colors (beige, green, blue), sometimes with bold accents (red, yellow).

Key messages: "Invest in your dream", "Best price at the pre-construction stage", "Prime location", "Rental yield of up to X% per annum".

Automotive vertical

This vertical covers everything related to the auto business: new and used car sales, leasing and auto loans, car rental and car sharing, auto accessories and spare parts, auto services (inspection, repair, tuning), as well as specialized events (auto shows, test drives).

Examples of creatives in the automotive vertical (sourced from Adheart)

Target audience: private buyers aged 25–55 for both new and used cars, car enthusiasts, corporate clients (fleet operators, businesses).

Competition level is high in premium and mass-market segments; medium in niche verticals (electric vehicles, tuning).

Typical visual elements:

• professional photos and videos of the car (exterior, interior, details);
• test drive videos, POV footage from the driver's perspective;
• animated comparisons of models or trim levels;
• lifestyle shots (car in urban or natural settings, family trips, business style).

Color palette is highly varied and depends on the offer type and target audience: premium — black, silver, blue, white, graphite; mass-market and tuning — brighter colors (red, yellow, orange, lime).

Key messages: "Feel the thrill of the new model", "Save up to X% when you buy now", "Find the car that matches your style", "Test drive with no obligations". In the premium segment, creatives often combine the product with a luxury lifestyle image; in mass-market — the focus is on savings and practicality.

Delivery (Food delivery/Q-commerce)

A relatively new and rapidly growing vertical. It includes restaurant food delivery services, grocery delivery from supermarkets, and q-commerce (fast marketplaces with 10–30 minute delivery). Offers span both international brands (Uber Eats, Glovo, DoorDash) and local players.

Creatives for delivery services (sourced from Adheart)

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

Competition level is very high, especially in major cities. Creatives burn out quickly, so brands frequently rotate seasonal and GEO-specific offers.

Typical visual elements:

• bright photos of dishes or grocery baskets (appetizing food styling);
• couriers in branded uniforms with the service logo;
• screenshots or animations of the mobile app showing the ordering process.
• lifestyle shots (food at a party, in the office, at home).

Color palette: bright, vibrant colors — red, yellow, orange, green. In the premium segment, dark tones and gold accents may be added.

Key messages: "Delivery in 15 minutes", "Order now and get X% off", "Delicious food nearby / in one click", "First delivery free". Freshness is a recurring emphasis. Hyperlocal campaigns with creatives tailored to a specific neighborhood or city perform particularly well.

Events (Event & entertainment)

This vertical covers ticket sales and event promotion: concerts, festivals, theater performances, sports matches, cinema, exhibitions, online events, and themed entertainment (escape rooms, amusement parks).

Creative examples for the events vertical (sourced from Adheart)

Typical GEOs: Tier-1 (USA, Canada, Western Europe, Australia) with a focus on major international events and premium experiences; Tier-2 and Tier-3 (LatAm, Eastern Europe, Asia) with a focus on mass concerts, local festivals, and cinema.

Target audience: varies by event — from teenagers and young adults (music and sports events) to family audiences (family shows, amusement parks) and the business segment (conferences, exhibitions).

Competition level is high in major cities and during peak seasons (summer, New Year holidays, football championships, etc.).

Typical visual elements:

• poster-style visuals, artist photos;
• live shots (stage, crowd, audience emotions);
• video highlights from the event (performance teasers, trailers);
• animated posters with dates and venue details.

Color palette: most commonly bright, high-contrast colors (yellow, red, blue, purple); for premium events, black, gold, dark navy, and white may be used.

Key messages: "Tickets on sale now — grab yours", "One night only / don't miss it", "The biggest event of the year", "Immerse yourself in the world of music / sports / art". Countdown timers ("3 days left") and social proof ("10,000 people have already bought tickets") can be used to boost conversion.

Pet supplies, pet vertical (Pet products & services)

The cutest vertical on the list :) It includes pet products (food, treats, toys, accessories, beds, cages, aquariums), veterinary services, grooming, training, pet boarding and hotels, care services, and mobile apps for pet owners (health tracking, online vet consultations).

Creative examples for pet products (taken from Adheart)

Typical GEOs: Tier-1 (USA, Canada, Western Europe, Australia) — premium products and services; Tier-2 and Tier-3 (Eastern Europe, Latin America, Asia) — focus on affordable goods and basic services.

Target audience: pet owners aged 20–60; often women aged 25–45 as the primary buyers of pet products and services.

Competition level is moderate in narrow niches (e.g., premium food, designer accessories) and high in the mass market (food, toys).

Typical visual elements:

• animals in frame (happy dogs, cats, and other pets);
• product-in-use demonstrations (a cat playing with a toy, a dog eating food);
• lifestyle shots featuring owners and their pets;
• bright and cute illustrations.

Color palette: warm, friendly colors — yellow, orange, light green, sky blue. For the premium segment — white, gold, and black combined with natural tones.

Key messages: "Treat your pet to the best," "The care they deserve," "Health and happiness for your companion," "Choose a product they'll love."

AI Tools vertical

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

Creative examples for AI offers (taken from Adheart)

Typical GEOs: in Tier-1 (USA, Canada, Western Europe, Australia) the primary demand comes from businesses and professionals; Tier-2 (India, Brazil, Eastern Europe) is also showing active growth driven by more affordable access to technology.

Target audience: marketers, designers, developers, content creators, entrepreneurs, educational projects, and corporate clients.

Competition level is high, especially in generative content niches. In highly specialized AI solutions, competition is lower.

Typical visual elements:

• AI tool interfaces showing output results (text, images, charts);
• animated before/after demonstrations using AI;
• elements associated with artificial intelligence (brain, neural network, light effects);
• lifestyle shots of people working on a computer or tablet;
• video creatives generated with AI tools.

Color palette: tech-style, dark backgrounds with neon accents (blue, purple, teal); for B2B solutions — clean corporate colors (white, blue, grey).

Key messages: "AI that works for you," "Turn ideas into content in seconds," "Optimize your business with artificial intelligence," "Work faster."

Online subscriptions & Content platforms

A relatively new vertical covering subscription-based services that provide access to content or functionality:

• streaming platforms (Netflix, Spotify, Disney+, Amazon Prime);
• educational platforms (online courses, paid webinars, masterclasses);
• paid communities and exclusive content (Patreon, closed forums, OnlyFans in grey/black-hat formats);
• niche media platforms (paywalled news outlets, music libraries, podcasts);
• an emerging trend — vertical mobile series and romantic interactive stories on a subscription basis (e.g., apps like ReelShort, Chapters, Dreame), which are rapidly gaining traction in Tier-1 and Tier-2, particularly among a young female audience aged 18–34.

Creative examples for streaming and content platforms (taken from Adheart)

Typical GEOs: in Tier-1 (USA, Canada, Western Europe, Australia) the primary demand is for global services and new mobile series formats; in Tier-2 and Tier-3 (LatAm, Eastern Europe, Asia) — local alternatives and services with lower subscription prices.

Target audience: a broad user base aged 18–55; specific segments include gamers, movie and series fans, music listeners, novel readers, as well as a young female audience for romantic and dramatic interactive stories.

Competition level is high in the streaming segment and educational platforms; it is growing rapidly in the niches of mobile vertical series and interactive novels, where there are fewer giants and more new startups.

Typical visual elements:

• movie, series, or book/story cover posters;
• content frames (trailers, teasers, animations);
• mobile interface previews with subscriber-only sections;
• for mobile novels — covers in the "romance novel" style with emotional scenes and intriguing plot hooks.

Color palette varies: for mass-market services: brand colors (Netflix — red/black, Spotify — green/black); for romantic stories — warm and dramatic tones (pink, burgundy, purple, gold); for dramatic content — dark shades.

Key messages: "Watch/read without limits," "Exclusive for subscribers only," "New episodes every week," "Choose how the story unfolds" (for interactive novels), "Find out what happens next."

Web3&NFT

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

Creative examples for the Web3 vertical (sourced from Adheart)

Target audience: crypto enthusiasts, digital art collectors, gamers, digital asset investors, tech startups. In Tier-1 (USA, Canada, Western Europe, Australia) — collectors, investors, and high-income gamers; in Tier-2 and Tier-3 (Southeast Asia, Latin America, Eastern Europe) — mass users and early adopters due to a lower entry threshold.

Competition level is high in the NFT project and GameFi segment during hype cycles; medium in Web3 infrastructure services.

Typical visual elements:

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

Color palette: neon and futurism — purple, teal, blue, pink; for premium themes: black, gold, silver combined with glossy effects.

Key messages: "Join the metaverse," "Buy your first NFT in X minutes," "Play and earn in the Web3 world," "Exclusive tokens for a limited circle."

Hacking & Spy-tools

This vertical covers offers for software and devices used for surveillance, hacking, or collecting information without the user's knowledge. These include keyloggers, apps for monitoring other people's messengers and social media, password bypass tools, GPS trackers, spy apps for parental control, as well as hacking utilities (botnets, DDoS software).

Creative examples for utilities (sourced from Adheart)

Typical GEOs: Tier-2 and Tier-3: Eastern Europe, Latin America, Asia — gray and black-hat offers with aggressive promises; Tier-1 — advertising for most such products is banned on the majority of platforms, so only white/gray offers are found here.

Target audience: ranges from users looking for legitimate parental control to those seeking unauthorized access to someone else's information. Separately for black-hat offers and spam — trusting users aged 45+. 

Competition level is high in gray and black-hat traffic sources, low in the white-hat segment (parental control).

Typical visual elements:

• images of screens with messages or chats (simulating "read" conversations);
• silhouettes of people at a computer in a dark interior;
• icons of locks, keys, magnifying glasses, GPS maps;
• themed "hacking" animations (lines of code, hacker interfaces).

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

Key messages: "Find out the truth in minutes," "Track what they're hiding," "Easy access to the information you need," "Full control for $X/month."

Meta, Google, and TikTok strictly prohibit advertising for most such tools. The white-hat segment (parental control, corporate monitoring) passes moderation, but only with clear legal wording. In gray/black-hat approaches, cloaking is used under the guise of "protection" or "security services" that lead to spy/hacking products.

Sweepstakes

Gray/black vertical. It includes sweepstakes and prize promotions where users are asked to fill out a form (usually with contact details) to enter a draw for a prize — a smartphone, cash, gift card, car, etc.

Examples of creatives in the sweepstake vertical (taken from Adheart)

Popular in Tier-2 and Tier-3 (Latin America, Eastern Europe, Southeast Asia), but also found in Tier-1 (USA, Canada, Europe) in a compliant format.

Target audience: broad range, predominantly 18–60 years old, motivated by the desire to win a prize for free or with minimal effort.

Competition level is high in popular GEOs; in Tier-1, moderation is very strict, so clean and compliant offers are required to operate.

Typical visual elements:

• images of the prize (iPhone, car, banknote, gift card);
• confetti, festive elements, glitter;
• icons of well-known brands (used without permission in scam versions).

Color palette: bright, saturated colors — red, yellow, gold, blue. High contrast to grab attention.

Key messages: "Win an iPhone 15 in 1 minute", "Fill out a simple form and get a guaranteed prize", "Today only! Bonus for new participants", "Only X prizes left — claim yours now"

In a compliant format, sweeps require official contest rules and prize claim verification. Scam offers frequently use fake brands, misleading win probabilities, and hidden subscriptions.

Adult

This vertical covers adult content in the form of 18+ sites, webcam platforms, dating services with erotic undertones, sex chats, and the sale of intimate products and accessories. The goal of advertising is to drive users to view content or subscribe, and sometimes to encourage a product purchase or private interaction.

Examples of adult creatives (taken from Adheart)

More popular in Tier-2 and Tier-3 (Latin America, Eastern Europe, Asia), as Tier-1 enforces strict moderation and legal restrictions.

Target audience: predominantly men aged 21–45, though niches exist for female audiences, couples, and queer individuals.

Competition level is very high, especially in the webcam and premium 18+ content segments. Creatives burn out quickly due to repetitive visuals.

Typical visuals:

• erotic photos or videos with suggestive rather than explicit content (to pass moderation);
• silhouettes, blurred areas, close-up face shots;
• chat or private video previews.

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

Key messages: "Join a private chat right now", "Adult dating with no taboos", "One click away from a hot conversation", "Watch for free — today only".

Meta, Google, TikTok, and most platforms in general prohibit explicit 18+ content, so gray/black offers rely on heavily veiled creatives (suggestive hints, blurring, clickbait headlines).

Pharma (Pharm)

This vertical covers advertising for pharmaceutical products and substances that can be loosely categorized alongside them. In the white segment, these may be officially approved medications sold with or without a prescription; in the black segment — unlicensed drugs, all manner of miracle cures, and outright counterfeits. Black pharma sometimes also includes narcotics and psychoactive substances. Dietary supplements marketed as medical products also fall under the pharma vertical.

Examples of pharma creatives (taken from Adheart)

Typical GEOs: white pharma — Tier-1 and Tier-2 (USA, Europe, Canada, Australia, countries with clear medical regulation); gray/black pharma — Tier-2 and Tier-3 (Southeast Asia, Latin America, Eastern Europe).

Target audience depends on the product: from younger demographics (sports supplements, energy products) to older audiences (chronic disease treatments).

Competition level is moderate; in compliant pharma, the main challenges are restrictions and high lead costs. In gray/black segments, the primary obstacle is moderation and bans.

Typical visual elements:

• product packaging photos;
• medical imagery (cross, doctor, stethoscope, capsules, tablets);
• before/after for gray offers: weight loss, skin treatment, vision improvement;
• infographics illustrating the product's mechanism of action.

Color palette: white pharma — white, light blue, green, associations with cleanliness, safety, and trust. Gray / black — contrasting colors, red to highlight the problem and green or blue for the "solution"; for illegal products, bright or neon colors may be used.

Key messages: "Clinically proven results," "Effective over-the-counter remedy," "Get rid of the problem in just X days," "Doctor recommended."

Esoterics

Services and products related to astrology, tarot, fortune-telling, numerology, meditation, energy practices, amulets, talismans, and spiritual guidance. This also includes online consultations, courses, and mobile apps featuring horoscopes or predictions.

Examples of creatives for the esoteric niche (sourced from Adheart)

Highest demand is seen in Latin America, Eastern Europe, India, and among Tier 1 audiences that actively purchase online consultations and personalized predictions.

Target audience: women aged 25–55, often interested in self-discovery, psychology, and personal development.

Competition level is moderate — the market is fairly fragmented, with both large players offering scaled products and a multitude of small personal brands.

Typical visual elements:

• zodiac symbols, tarot cards, images of outer space and starry skies;
• photos of candles, crystals, amulets, and ritual objects;
• lifestyle shots from fortune-telling or meditation sessions;
• photos of esoteric practitioners, fortune-tellers, and psychics;
• photos of happy / enlightened people and romantic couples.

Color palette: deep and mysterious shades — dark blue, purple, burgundy, gold, silver. Glow effects, shimmer, and fog effects are frequently used.

Key messages: "Find out your future today," "Get your personal forecast," "Unlock the energy of success," "Know yourself," "Discover the best dates for (any major life event)," "Find out if you have a future together / if you'll get married / if you'll stay together / if he's cheating on you."

The vertical shapes your approach to creative production

The choice of vertical defines the entire creative strategy of an ad campaign — from visual style selection to messaging. Each vertical has its own recognizable approaches that allow users to understand within a fraction of a second what is being advertised and capture their attention.

Every vertical has its own visual patterns that audiences have grown accustomed to. For example, in gambling — bright contrasting colors, neon, and animation; in SaaS — clean UI mockups with a blue-and-white color scheme; in wellness — natural, warm tones with lifestyle photography elements.

Choosing the right color palette and photo/video style helps instantly trigger an association with the niche and boosts brand recognition.

The vertical also dictates which values and triggers matter most to the target audience: in dating — emotions, intimacy, and the speed of connection; in fintech — security, value, and speed; in e-commerce / COD products — price, trendiness, discounts, and fast or free delivery.

The choice of creative formats also often depends on the vertical, and even universal formats (such as short vertical videos in Reels or TikTok) perform differently across verticals. Examples of the most popular formats:

• nutra — before/after comparisons, testimonials;
• mobile games — gameplay, intriguing challenges, emotional storylines;
• SaaS — screencasts / screenshots showcasing features; case study examples;
• dating — photos of the target audience paired with emotional calls to action.

The better an advertiser understands the specifics of a niche, the more precisely they can create and test ads — saving budget and cutting down the time spent finding winning solutions.

The best way to study any given vertical is to train your eye and learn from the experience of industry peers and competitors. This helps you identify and understand the nuances of creative approaches and get a clearer picture of what triggers the target audience in each vertical.

And whenever you need to find any creatives, you can always find them in Adheart — we update the database every minute. Browse, study, test, and may your ROI always stay in the green 😉