The following types of advertisers are popular in mobile applications.
Games
We will start the analysis with one of the most popular and largest types of applications - games. On a global scale, they are divided into three large subgroups: the most complex, requiring certain skills and perseverance - strategies, then simpler ones, for a wide range of users - casual and others.
Strategy games build special relationships with users, because gamers are seriously and long-term engaged. Lifetime (active time spent in the project) and Lifetime Value (the value of all a person's expenses) are especially valuable and high. Developers are required to have a clear understanding of the strategy: what the target audience needs, what virtual reality is attractive, what are the users' incentives. Also, do not forget about disseminating information through push notifications.
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It is worth noting that the audience of hardcore games is small. However, companies spend huge amounts of money on it, because they know that in the long term, advertising costs will pay for themselves several times over.
Products aimed at casuals, on the contrary, attract a wide audience. However, their value is much lower. The user's time in such games is short, which does not allow advertising costs to fully pay for themselves. Casual games have little purchased traffic. Companies build relationships with gamers through reviews.
Trips
As practice shows, winning people's attention is becoming not only more difficult, but also more expensive. Yesterday, someone bought traffic cheaper than someone who plans to do it today or tomorrow. In travel apps, it is difficult to track the effectiveness of advertising, since you have to deal with delayed conversion. This means that the user may be interested in your offer, but he needs a little time to think. Most travel advertisers do not separate the costs of apps and websites. The audience prefers to use both resources, which makes calculating costs problematic.
Utilities
Every modern gadget is equipped with additional utility programs. This could be a weather forecast or a browser. Any messages and tricks can be used here to push a person to download this application to their phone. Misleading advertising is common: "Phone Cleaner - removes up to 99% of unnecessary files that ruin your phone." The main thing for an advertiser is to gather people to whom advertising can be shown.
According to statistics, it is the owners of Android smartphones who install various utilities. As soon as the user installs the application, it begins to collect data about the device and, accordingly, about the person. Advertising in utility applications is very popular among companies, since it opens up amazing opportunities for targeting. For example, advertising games that a particular user likes, based on the history of his previous downloads.