{"id":1358,"date":"2025-12-25T10:16:25","date_gmt":"2025-12-25T10:16:25","guid":{"rendered":"https:\/\/www.kadam.net\/blog\/?p=1358"},"modified":"2026-03-24T10:20:34","modified_gmt":"2026-03-24T10:20:34","slug":"push-ads-2025-lessons-frequency-segmentation","status":"publish","type":"post","link":"https:\/\/www.kadam.net\/en\/blog\/publishers\/push-ads-2025-lessons-frequency-segmentation\/","title":{"rendered":"Push Advertising 2025: What Works, What Doesn\u2019t, and Why?"},"content":{"rendered":"\n<p>In 2025, push traffic has finally evolved from a \u201csimple testing channel\u201d into a \u043f\u043e\u043b\u043d\u043e\u0446\u0435\u043d\u043d\u044b\u0439 \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u043c\u0430\u0441\u0448\u0442\u0430\u0431\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f. At the same time, requirements for creative quality, segmentation, and audience management have significantly increased.<\/p>\n\n\n\n<p>In this article, we analyze the results of A\/B push tests over the past year: which hypotheses worked, which failed, and how to build a more stable traffic strategy based on these insights. This material will be useful for both advertisers and publishers working with push traffic.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">What Did A\/B push Tests Teach in 2025?<\/h3>\n\n\n\n<p>The main takeaway for advertisers in 2025 is that personalization is no longer optional \u2014 it is a baseline requirement.<\/p>\n\n\n\n<p>Personalized creatives consistently deliver 25\u201340% higher CTR. But this is not only about relevance \u2014 testing methodology plays a critical role:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>one variable at a time<\/li>\n\n\n\n<li>sufficient traffic volume<\/li>\n\n\n\n<li>comparison within the same audience segments<\/li>\n<\/ul>\n\n\n\n<p>This approach allows you not only to improve performance but also to understand why a specific creative works.<\/p>\n\n\n\n<p>At Kadam, we see the same pattern: campaigns built around segmentation and clear hypotheses scale faster and deliver more stable CR.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">What Types of A\/B push Tests Were Used Most Often?<\/h3>\n\n\n\n<p>The main focus shifted to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>testing notification content<\/li>\n\n\n\n<li>experimenting with landing pages via URL changes<\/li>\n\n\n\n<li>multivariate creative testing<\/li>\n<\/ul>\n\n\n\n<p>At the same time, post-click optimization is still underestimated, even though up to 40\u201360% of users leave the landing page without completing a target action.<\/p>\n\n\n\n<p>AI-driven optimization tools have also become more common, showing 20\u201330% higher CTR compared to manual campaign management, especially at scale.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">What Changed in Campaign Launch Approaches<\/h3>\n\n\n\n<p>Advertisers moved away from chaotic testing.<\/p>\n\n\n\n<p>The current working model looks like this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>start with a narrow segment<\/li>\n\n\n\n<li>test hypotheses<\/li>\n\n\n\n<li>scale only after validation<\/li>\n<\/ul>\n\n\n\n<p>This reduces the cost of mistakes and helps identify winning setups faster.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">How to Evaluate a push Network and Creative Quality<\/h3>\n\n\n\n<p>One of the most common mistakes is evaluating a network based only on traffic volume. In practice, creative quality and audience control matter much more.<\/p>\n\n\n\n<p>What to look at:<\/p>\n\n\n\n<p>\u2022 eCPM by GEO \u2014 if it\u2019s below market without a clear reason, the network may have weak advertisers<br>\u2022 Fill rate \u2014 low fill rate means lost revenue<br>\u2022 Moderation \u2014 \u043d\u0430\u043b\u0438\u0447\u0438\u0435 \u0444\u0438\u043b\u044c\u0442\u0440\u0430\u0446\u0438\u0438 clickbait \u0438 \u0430\u0433\u0440\u0435\u0441\u0441\u0438\u0432\u043d\u044b\u0445 \u043e\u0444\u0444\u0435\u0440\u043e\u0432<br>\u2022 Reporting \u2014 access to CTR, unsubscribe rates, and complaints<\/p>\n\n\n\n<p>At Kadam, for example, advertisers go through moderation, and campaign-level statistics are available. This allows you to quickly disable low-performing or harmful creatives and protect your audience.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">What Actually Impacts CR and CTR<\/h3>\n\n\n\n<p>The key factor is how well your offer matches the user\u2019s current intent.<\/p>\n\n\n\n<p>It\u2019s not just about showing ads \u2014 it\u2019s about:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>delivering a relevant offer<\/li>\n\n\n\n<li>at the right time<\/li>\n\n\n\n<li>in the right context<\/li>\n<\/ul>\n\n\n\n<p>Additional factors include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>segmentation<\/li>\n\n\n\n<li>timing<\/li>\n\n\n\n<li>landing page quality<\/li>\n<\/ul>\n\n\n\n<p>In push, small details have a significant impact on CR.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Which push Hypotheses Failed<\/h3>\n\n\n\n<p>The main reason for failure is poor testing methodology.<\/p>\n\n\n\n<p>Typical mistakes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>testing multiple variables at once<\/li>\n\n\n\n<li>lack of segmentation<\/li>\n\n\n\n<li>using the same creative for too long<\/li>\n<\/ul>\n\n\n\n<p>Such campaigns often show CTR 2\u20133 times lower than segmented ones.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Creatives: What Works Best<\/h3>\n\n\n\n<p>The strongest performance drivers are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>numbers in headlines<\/li>\n\n\n\n<li>visual elements<\/li>\n\n\n\n<li>clear value propositions<\/li>\n<\/ul>\n\n\n\n<p>For example, specific numbers (\u201cup to 15% annually\u201d) consistently outperform abstract messaging.<\/p>\n\n\n\n<p>For Android:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>images with people give +15\u201318% CTR<\/li>\n\n\n\n<li>growth charts add +12\u201315%<\/li>\n<\/ul>\n\n\n\n<p>On iOS, performance depends almost entirely on text, making the headline critical.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Which Combinations Drive Growth<\/h3>\n\n\n\n<p>The most effective formula is simple:<\/p>\n\n\n\n<p>specific number + user benefit + deadline<\/p>\n\n\n\n<p>In crypto campaigns, performance improves further when adding dynamic data (price changes, growth over time, etc.).<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Audience and Targeting<\/h3>\n\n\n\n<p>The best strategy is to start with a narrow segment and scale.<\/p>\n\n\n\n<p>Why:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>higher CR<\/li>\n\n\n\n<li>faster learning<\/li>\n\n\n\n<li>lower risk<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s also important to understand: even strong offers fail on low-quality traffic.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">How Segmentation Works<\/h3>\n\n\n\n<p>Effective campaigns combine multiple types of filters:<\/p>\n\n\n\n<p>\u2022 profile-based \u2014 language, GEO, device<br>\u2022 behavioral \u2014 clicks, visits, interests<br>\u2022 transactional \u2014 registrations, deposits<br>\u2022 calendar-based \u2014 time, day, seasonality<br>\u2022 contextual \u2014 current page or recent actions<\/p>\n\n\n\n<p>The more precise the segment, the higher the CR.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Frequency and Timing<\/h3>\n\n\n\n<p>One of the most underestimated areas.<\/p>\n\n\n\n<p>Too frequent \u2192 \u0440\u0430\u0437\u0434\u0440\u0430\u0436\u0435\u043d\u0438\u0435<br>Too rare \u2192 loss of attention<\/p>\n\n\n\n<p>Finding the right balance is critical.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">When Frequency Hurts Performance<\/h3>\n\n\n\n<p>Increasing frequency without considering user response leads to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>lower CTR<\/li>\n\n\n\n<li>higher unsubscribe rates<\/li>\n\n\n\n<li>declining audience quality<\/li>\n<\/ul>\n\n\n\n<p>This is one of the main reasons for push traffic degradation.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Subscriber Base Health Metrics<\/h3>\n\n\n\n<p>Push revenue depends not only on audience size but also on its quality. Track these key metrics:<\/p>\n\n\n\n<p>\u2022 Churn rate \u2014 unsubscribe rate per period. A healthy level is 3\u20135% per month. Above 10% means your audience is burning out faster than it grows.<br>\u2022 Lifetime \u2014 average active duration of a subscriber (typically 30\u201390 days).<br>\u2022 Active share \u2014 percentage of users who clicked at least once in the last 30 days. Below 20% indicates a declining audience.<\/p>\n\n\n\n<p>Monitor these metrics regularly. Sudden changes signal issues with creatives, frequency, or traffic sources.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Does GEO Affect Frequency?<\/h3>\n\n\n\n<p>Yes.<\/p>\n\n\n\n<p>Tier-1 \u2014 1\u20132 messages per day<br>Tier-2\/3 \u2014 up to 3<\/p>\n\n\n\n<p>However, in fintech campaigns, it is better not to exceed 2 touches per day regardless of GEO.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Best Timing<\/h3>\n\n\n\n<p>Top-performing windows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>9\u201311 AM<\/li>\n\n\n\n<li>7\u20139 PM<\/li>\n<\/ul>\n\n\n\n<p>Night traffic almost always underperforms.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Browser Impact on Deliverability<\/h3>\n\n\n\n<p>Push performance is strongly affected by browser ecosystems:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Chrome removes inactive users<\/li>\n\n\n\n<li>Safari limits iOS reach<\/li>\n\n\n\n<li>Firefox loses part of the base after data clearing<\/li>\n<\/ul>\n\n\n\n<p>As a result, your audience naturally declines over time.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">How to Increase Opt-in Rate<\/h3>\n\n\n\n<p>Opt-in rate is the foundation of audience growth.<\/p>\n\n\n\n<p>What works:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>delayed subscription request<\/li>\n\n\n\n<li>two-step opt-in<\/li>\n\n\n\n<li>contextual prompts<\/li>\n\n\n\n<li>soft mobile UX<\/li>\n<\/ul>\n\n\n\n<p>These approaches can increase opt-in by 20\u201330% without increasing traffic.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">How to Avoid Audience Burnout<\/h3>\n\n\n\n<p>Audience burnout is one of the main reasons for declining push performance.<\/p>\n\n\n\n<p>To prevent it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>rotate creatives every 5\u20137 days<\/li>\n\n\n\n<li>reduce pressure on inactive users<\/li>\n\n\n\n<li>monitor unsubscribe rates<\/li>\n<\/ul>\n\n\n\n<p>If unsubscribe rate exceeds 0.5% per campaign send, it signals issues with frequency or relevance.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Conclusion<\/h3>\n\n\n\n<p>Push in 2025 is no longer about volume \u2014 it\u2019s about precision.<\/p>\n\n\n\n<p>The winners are those who:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>work with segmentation<\/li>\n\n\n\n<li>test hypotheses properly<\/li>\n\n\n\n<li>control audience quality<\/li>\n<\/ul>\n\n\n\n<p>This approach allows you not just to generate traffic, but to build a stable and scalable campaign economy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A data-driven overview of push ads in 2025: trends, personalization, common mistakes, and how to improve the results.<\/p>\n","protected":false},"author":5,"featured_media":1359,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3,2],"tags":[79],"class_list":["post-1358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publishers","category-advertisers","tag-push"],"custom_author":"Kadam","_links":{"self":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts\/1358","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/comments?post=1358"}],"version-history":[{"count":1,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts\/1358\/revisions"}],"predecessor-version":[{"id":1360,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts\/1358\/revisions\/1360"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/media\/1359"}],"wp:attachment":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/media?parent=1358"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/categories?post=1358"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/tags?post=1358"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}