Push Traffic in 2025: Effective Methods of Attracting and Retaining an Audience
Push notifications remain one of the most discussed and controversial advertising formats in traffic arbitrage. Despite opinions about its imminent demise, push traffic continues to demonstrate viability and generate profits with the right approach. To understand the current state of the market and understand how to effectively work with this source, it is worth contacting experts in this niche. If you have questions about choosing an offer or setting up a campaign, you can always Write to the manager and get up-to-date advice. In 2025, key changes concern the quality of the audience, approaches to creatives and requirements from advertising networks.
The survival and effectiveness of the format are explained by its direct connection with the user. The notification comes directly to the device, bypassing banner blindness and ad blockers. This creates a sense of personal appeal, which, if presented correctly, significantly increases click-through rate (CTR). However, it was this obsession that led to stricter rules from browsers and operating systems. Today, successful push arbitrage is not a mass mailing of aggressive creatives, but targeted work with a segmented audience. High-quality push traffic is now valued much higher than ever.
Evolution of push notifications: from aggression to relevance
At the dawn of its appearance, push traffic was associated with aggressive marketing, misleading headlines and questionable offers. This led to rapid audience burnout and a negative reaction from search engines and browser developers. Google Chrome and other platforms introduced restrictions, complicating the subscription process and filtering out unwanted content.
As a result, the market was divided. Low-quality push traffic with bots and inactive subscribers still exists, but it brings fewer and fewer results. At the same time, a segment of high-quality traffic has formed, where the emphasis is on the relevance and value of the offer for the user. Arbitrageurs who were able to adapt have moved from the "scorched earth" tactics to building long-term funnels. Now it is important not just to get a click, but to attract an interested user who is more likely to perform the target action. This paradigm shift forces a more careful approach to choosing a geo, offer and creating creatives.
Selecting verticals and geo for working with push traffic
Not all verticals convert equally well through push traffic. Traditionally, the following areas remain strong:
Nutra (Health & Beauty). Offers related to health, weight loss, beauty and improving well-being are great for a wide audience. The simplicity of the offer and the clear result make them ideal for impulsive purchases through push notifications.
Sweepstakes. Prize draws, gift cards and gadgets always attract attention. Low barrier to entry (usually only requires entering an email or filling out a simple form) ensures high CR (Conversion Rate) on this type of traffic.
Dating. Dating is an evergreen vertical. Push traffic allows you to effectively target a male audience that actively responds to such offers. Mainstream and adult dating show stable results.
Gambling and betting. Although these verticals require a more complex approach and often work on the RevShare or CPA model with strict KPIs, push traffic can be a good source for attracting an initial deposit. The main thing is to properly warm up the audience.
As for geo, in 2025 the focus shifts from overheated Tier-1 markets to Tier-2 and Tier-3 countries. Latin America, Southeast Asia and some African countries show excellent potential. The cost per click is much lower here, and the audience is not yet so spoiled by advertising. When working with these regions, it is important to take into account cultural features and localize creatives, and not just translate them. Working with exotic geos requires an understanding of the specifics, and if you are not sure about the choice, you can get advice. For example, Write to the manager and clarify which bundles are currently showing the best results in a particular country.
Creating effective creatives and pre-landings
The basis of a successful push campaign is the "creative + pre-landing" bundle. Given the small notification format, each element should work towards a common goal.
The headline is the first thing the user sees. It should be short, intriguing and arouse curiosity. Instead of direct promises like "Lose 10 kg in a week" it is better to use more native approaches: "This simple morning ritual changed my life".
The description expands the idea of the title and encourages clicking. Here you can give a little more specificity, but keep the intrigue. For example: "Nutritionists were shocked when they learned about this method".
The icon and the main image play a huge role. The icon should be simple and recognizable. Mainth image is bright, clear and emotional. For nutra, "before/after" photos work well (if allowed by the network rules), for sweepstakes - a picture of the prize, for dating - attractive photos of people. It is the visual component that often determines whether push traffic will convert.
Pre-landing (padding) is a mandatory element of the funnel. Its task is to "warm up" the user before he gets to the offer page. The pre-landing contains a success story, scientific justification, reviews or an interactive element (questionnaire, roulette). This increases trust and filters out uninterested audiences, improving the quality of traffic that reaches the advertiser's landing page. Using high-quality padding directly affects the final ROI when you pour push traffic.
Campaign optimization and work with feeds
Launching a campaign is just the beginning. The main work of an arbitrageur is analysis and optimization. Key metrics to pay attention to:
CTR (Click-Through Rate). Shows how attractive your creatives are to the audience. A low CTR is a signal to replace or revise images and texts.
CR (Conversion Rate). The percentage of users who performed the target action after clicking. If the CTR is high and the CR is low, the problem is most likely in the pre-landing, landing page, or the offer not meeting the audience's expectations.
ROI (Return on Investment). The main indicator of profitability. The goal of optimization is to maximize ROI.
Optimization includes creating blacklists and whitelists. By analyzing statistics, you identify sites (site IDs) that bring low-quality push traffic (many clicks, no conversions) and add them to the blacklist. High-conversion sites are whitelisted for further scaling.
Working with feeds is another aspect of optimization. Advertising networks often buy and resell push traffic from each other. Some feeds may contain a large percentage of bots or inactive subscribers. By testing different sources within one advertising network, you can find the highest quality and most profitable ones. This process requires split testing and constant monitoring.
The Future of Push Notifications in Arbitrage
Despite all the difficulties, push traffic will not disappear anytime soon. The format will continue to evolve towards quality and personalization. New types of push notifications are expected to appear, for example, In-Page Push (notifications displayed within the site that do not require a subscription) and Calendar Push (notifications via calendar events).
Success in 2025 and beyond will depend on the ability of the arbitrageur to adapt to new rules, deeply understand their audience, and work on the quality of the entire sales funnel. Mass mailings are becoming a thing of the past, giving way to smart targeting and relevant offers. Push traffic is becoming a tool for more experienced and tech-savvy specialists willing to invest time in testing and analytics. Those who can master these approaches will continue to receive stable profits from this source.
Try it in practice
Theory is good, but traffic arbitrage requires practical actions. In order not to waste your budget on independent blind tests, you can get ready-made expertise and access to proven tools. Write to our manager to discuss current "offer + geo" bundles for push traffic, get recommendations on setting up campaigns and choose the platform that best suits your tasks. This will allow you to start with a higher chance of success.
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