Utilities Vertical: How to Keep Your Ad Campaigns Beating
Utilities & Software is one of the evergreen verticals that remains profitable across many geos, as device security is more relevant than ever. However, it’s essential to keep up with advertising trends and understand the audience's needs. Today, we’ll take a detailed look at the Utilities vertical: why it’s interesting, which offers work best, and how to profitably drive traffic in this niche.
What is the Utilities Vertical?
The Utilities & Software vertical focuses on promoting software products and services, as well as utility applications, for example:
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Boosters (device optimization and productivity)
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Cleaners (device cleaning)
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VPNs and similar cybersecurity software
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System utilities
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Other software solutions
These products are relevant for both individual consumers and businesses that seek to improve their digital processes. Advertisers in this vertical usually focus on driving installs or subscriptions to software, which can yield excellent ROI and payouts over the long term.
Why is the Utilities Vertical Relevant?
Source: Apps Run The World
According to a study by Apps Run The World, the software market is expected to grow to $11.7 billion by 2029. The number of apps and programs is increasing, as is the diversity of offers.
Here are five reasons advertisers should consider working with the Utilities vertical:
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High demand for software. Optimizers and data protection programs (especially VPNs) are becoming more of a necessity than just a convenient addition. In recent years, the demand for VPNs has increased due to website and app blockages in various countries.
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Wide audience. Utilities & software appeal to both individual users and businesses. Therefore, it’s essential to work with precise targeting – it heavily depends on the product and can play a key role in the effectiveness of the ads.
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Rising awareness of cybersecurity. With the increase in cyberattacks and data breaches, offers that address security concerns, such as “Your phone is at risk, install software now!”, perform very well.
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High monetization potential. Many utilities and software solutions use subscription models or payment-per-install, providing a steady stream of income for advertisers.
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Effective ad formats. In-page, Popunder, Push, and Native ads are effective ways to deliver information about useful apps to the target audience, resulting in high conversions and increased sales.
Key Features of the Utilities Vertical
When working with the Utilities vertical, advertisers need to consider several aspects for ad setup and creative design:
🧠 Less emotion, more pragmatism
Unlike gambling or betting offers that often use bright, provocative calls to action, Utilities ads are typically less aggressive. They focus on solving specific problems (e.g., data security, device optimization). The emphasis is on informativeness and convincing users of the product's value and necessity.
⏳ Long-term value for users
Ads in the Utilities vertical focus on long-term relationships with users: usually, software subscriptions are involved. This requires a different targeting strategy and customer retention approach.
🧑🏾🤝🧑🏻 Wide audience and a variety of solutions
Ads can target people with different interests and needs, from personal data protection to device optimization. If you're used to working with a specific audience, they are likely represented within the Utilities segment.
🕊️ Fewer content limitations
In the Utilities offers, there are no explicit images, promises of earnings, or other risky elements. This makes it easier to create creatives and get them approved, as well as broadens the targeting possibilities.
👉 Focus on Tier-2 and Tier-3 geos. Aggressive promotion of utilities tends to be more successful among people with lower technical literacy (it’s considered that such users are more common in these countries). Additionally, traffic in these countries will be much cheaper, reducing the risks to your budget when testing and scaling.
Here are a few more recommendations for advertisers:
Best Traffic Sources
The primary method of promoting Utilities is through pop-up notifications (Popunders, Push, In-page push) and other custom placements like social bars from ad networks. Inexperienced users may mistake these creatives for system notifications, increasing the likelihood of clicks. This is why CTAs are often used, combined with OS logos.
Push networks are super practical because they don’t require large budgets. For example, with EVADAV, you can start driving traffic with just a $100 top-up in your account. Push creatives are easy to create or modify, making the Utilities vertical ideal for beginners.
Top Utilities Offers
Creatives for utilities focus on a few basic things: danger, protection, and improvement. Let’s take a look at how to design ads depending on the product.
VPN
Shields, locks, and promises of free internet are commonly used, with the more aggressive message “They’re watching you” also working well.
Antiviruses
Use shields and warning messages like “Your device may be in danger.”
Boosters (system optimization software)
Often, the Android logo is used, and “before/after” visuals work well. Demonstrate how the software improves the device’s performance, especially in video format.
Cleaners
Common messaging includes “Clean your smartphone before it’s dead,” with corresponding icons (trash can, broom, rag) and OS logos.
When working with antimalware and VPN offers, feel free to use the red color:
Other offers to consider
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Password managers. These programs help users safely store, manage, and generate strong passwords to protect their accounts.
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Data protection programs. They include encryption tools and software to protect personal data from theft.
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Data recovery programs. These tools help recover lost or deleted data from hard drives, USBs, and other storage devices.
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Backup software. Programs that create backups of files and data to protect them from loss.
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Battery management software. These programs optimize the battery performance of devices.
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Cloud storage. Services for securely storing data in the cloud, offering fast access and data sharing capabilities.
Examples of landing pages
To design an effective landing page for the Utilities & Software vertical, make sure to provide a prominent, simple headline that immediately communicates the product or service's value.
For driving traffic in the Utilities vertical, ensure your headline is clear, direct, and communicates the primary benefit of your service. Also, use trust signals, such as industry certifications, customer ratings, or ready-made products. This builds credibility and reassures visitors that they’re dealing with a trusted service. Simple illustrations also convey trust and professionalism.
Landing pages should focus on the benefits first, then go into details about the service. For utilities & Software, emphasize how the service will improve the user’s experience or business.
The CTAs should be clear and action-oriented. "Get Started Today" or "Request a Free Trial" are typical options. Use contrasting colors for the button to make it stand out from the rest of the page and guide users to take action. A 14-day money-back guarantee can be a tremendous competitive advantage in your offer. Also, use images or icons that directly reflect the utility services or software features you provide (e.g., energy-saving graphs, user-friendly interfaces, or clean, modern imagery of tech tools).
Finally, ensure that your landing pages are clean: keep the text minimal, use bullet points to explain the key features. Include a sticky navigation bar for easy access to other short sections (pricing, FAQ, or support).
Summing Up
Getting traffic for Utilities offers is a no-brainer if you know your target audience well. Whichever geo you work with, many software offers are available there, so don’t miss your chance to work with this clear, comprehensible vertical.
Launch Utilities & Software ad campaigns in a few minutes with EVADAV! 🚀
Got any questions about the Utilities vertical left? Don’t hesitate to contact your dedicated manager in one click via your dashboard – we’re eager to help at every step of ad campaign setting.
