# In-app ads and hybrid monetization patterns Source: Lazyweb Research 11 data-backed questions on In-app ads and hybrid monetization patterns. HTML: https://www.lazyweb.com/research/category/in-app-ads-and-hybrid-monetization-patterns Markdown: https://www.lazyweb.com/research/category/in-app-ads-and-hybrid-monetization-patterns.md ## Questions - [Do ad-supported apps also sell a subscription, or is it ads-only?](https://www.lazyweb.com/research/do-ad-supported-apps-also-sell-subscriptions) 122 of 176 advertising-model apps (69%) also sell a subscription, so the ads-plus-subscription hybrid is the default, not the exception [1]. Only 54 apps (31%) run ads with no paid tier at all [1]. I… - [What share of tracked apps actually show a display or banner ad?](https://www.lazyweb.com/research/what-share-of-apps-show-display-ads) 146 of 751 tagged apps (19%) show a display, banner, or interstitial ad on at least one captured screen [1]. That is roughly one in five apps in the corpus, a lower bound based on which apps happened… - [Where do apps place the 'remove ads' upsell, and how common is it?](https://www.lazyweb.com/research/where-do-apps-place-the-remove-ads-upsell) 94 of 751 tagged apps (13%) show a remove-ads or ad-free upsell surface [1]. On the paywall itself, 114 of 4,406 CTAs sit on an ad-removal-framed paywall where removing ads is the lead value prop, th… - [Where in the flow do apps place ad and promo screens: early or late?](https://www.lazyweb.com/research/where-do-ads-appear-in-the-onboarding-flow) Ad and in-app promo screens appear at an average relative position of 0.63 within their flow, roughly two-thirds of the way through, across 96 positioned instances [1]. In other words, apps surface a… - [Which app categories run ads-only versus an ads-plus-subscription hybrid?](https://www.lazyweb.com/research/which-categories-run-ads-only-vs-hybrid) News (39 ad apps) and Magazines & Newspapers (21) dominate the advertising model, and both are roughly 90% hybrid, pairing ads with a subscription [1]. Games is the sole outlier: all 6 advertising-mo… - [Which apps monetize with sponsored listings or merchant ads (retail media)?](https://www.lazyweb.com/research/which-apps-run-sponsored-listings-retail-media) 20 apps run a sponsored-listings / merchant-ad model, and it is concentrated in commerce: Shopping (8) and Food & Drink (7) account for 15 of the 20 [1]. This retail-media pattern (paid in-app placem… - [How common are rewarded 'watch an ad' mechanics in tracked apps?](https://www.lazyweb.com/research/how-common-are-rewarded-watch-an-ad-mechanics) Only 14 of 751 tagged apps show a rewarded or watch-an-ad mechanic [1]. It is a niche pattern in this corpus, far less common than the remove-ads upsell (94 apps) or display ads (146 apps) [2][3]. Be… - [How do apps frame 'remove ads' paywall copy when ad removal is the value prop?](https://www.lazyweb.com/research/how-do-apps-frame-remove-ads-paywall-copy) 114 of 4,406 paywall CTAs sit on an ad-removal-framed paywall, but only 3 buttons literally read 'remove ads' [1]. The winning pattern puts the ad-free promise in the title/subtitle and keeps the but… - [How do news and magazine apps monetize, ads or subscriptions?](https://www.lazyweb.com/research/how-do-news-and-magazine-apps-monetize) News is the single largest advertising-model category (39 apps), and 30 of those 39 also sell a subscription, so roughly 77% run the ads-plus-subscription hybrid [1]. Magazines & Newspapers is even m… - [How do music apps use 'ad-free' as their subscription hook?](https://www.lazyweb.com/research/how-do-music-apps-use-ad-free-as-the-hook) 8 of 9 advertising-model Music apps also sell a subscription (89% hybrid) [1], and ad-free listening is the lead hook: SoundCloud carries 28 ad-free-framed paywall CTAs (the most of any app) and YouT… - [Are the 'ad' screens in app teardowns really third-party display ads?](https://www.lazyweb.com/research/are-in-app-ad-screens-really-third-party-display-ads) Mostly no. Of 199 ad-category canonical screens (156 'Ad' plus 43 'Ads Privacy'), the 'Ad' bucket is dominated by in-app promotional and coin-offer pop-ups, the app upselling itself, not third-party…