The digital world is changing rapidly and with it the approaches to how companies can generate sustainable profits with mobile applications. App monetisation is at the heart of many business models today because it shows how applications not only offer added value, but also generate long-term revenue. However, simply displaying adverts or demanding one-off payments is no longer enough. It is much more about developing intelligent, multi-layered strategies that inspire users and at the same time secure adequate revenues. In my coaching sessions and at iROI Coaching, I support numerous projects relating to app monetisation - and see how crucial it is to find the right approaches at an early stage and implement them consistently.
Classic and modern ways to monetise apps
Customers often come to me because they are unsure which models really work. Proven methods include in-app advertising, one-time purchases, subscriptions, in-app purchases and partnerships with brands or platforms[2]. Each model has its place, but success depends on the target group, the offer and the long-term vision. It makes particular sense to combine different approaches in order to tap into multiple revenue streams and thus stabilise app monetisation[2]. For example, news apps use traditional advertising, but also offer a premium subscription with ad-free access and exclusive content. E-commerce apps rely on in-app purchases and partner commissions, while fitness apps focus on subscriptions and personalised additional services.
BEST PRACTICE with one customer (name hidden due to NDA contract) A Berlin-based start-up in the field of sustainability has developed an app that enables the exchange of used products. Through a combination of in-app purchases (payment functions for quick contact), affiliate marketing (commissions for referrals to sustainable shops) and targeted advertising partnerships with eco-labels, the company now generates steadily growing revenues and a high level of user loyalty. The focus on clever app monetisation has led to a differentiated revenue model and a strong market position.
Many providers in the gaming sector rely on the sale of digital goods, so-called consumables such as virtual currencies or power-ups, and non-consumables that remain permanently unlocked, such as new game worlds or looks[5]. This flexibility makes it possible to target different types of users and increase their engagement. Streaming services have also shown how the subscription model works in the mass market: instead of selling individual films, they offer regular access to extensive content and thus create predictable, recurring revenue[5].
Personalisation, AI and data protection as drivers of app monetisation
Artificial intelligence and automation are currently revolutionising the entire industry[4]. AI can be used to analyse user behaviour in real time, enabling personalised offers for in-app purchases or tailored advertising[5]. One example: an e-learning app recognises which content a user uses particularly frequently and suggests suitable additional packages for purchase. This increases the likelihood that the user will actually make a purchase because the offer is relevant and useful. At the same time, customers are paying more and more attention to the protection of their data because this creates trust and therefore increases the acceptance of app monetisation[4]. In coaching sessions, I see that companies that take transparency and data protection seriously achieve better results in the long term.
BEST PRACTICE with one customer (name hidden due to NDA contract) An Austrian education provider has opted for a freemium model in which learners pay for free video content but pay for certificates and in-depth tasks. The app uses AI to make recommendations and clearly emphasises data protection. After the launch, the number of premium users grew by 72 per cent within a year - the combination of transparency, personalised marketing and a smart pricing model was the key to success.
Omnichannel, sustainability and discovering new target groups
App monetisation works particularly well when it is embedded in a comprehensive marketing strategy[4]. Omnichannel approaches combine online apps, online shops, social media and offline channels to create a seamless experience. One example is apps that combine in-store shopping with digital coupons and exclusive in-app offers. This creates additional purchasing impulses and builds a sustainable customer relationship. At the same time, the topic of sustainability is gaining momentum: Apps that are operated in a resource-saving manner or whose content motivates users to adopt sustainable behaviour appeal to attractive target groups and strengthen the brand in the long term[4]. iROI-Coaching provides targeted advice to companies that want to break new ground and develop innovative revenue models in this area.
BEST PRACTICE with one customer (name hidden due to NDA contract) Munich-based start-up develops an app for urban mobility that combines sharing services, public transport tickets and e-charging points. The app monetisation is based on transaction fees, advertising for sustainable products and partnerships with e-mobility providers. Thanks to local alliances and targeted regional marketing, the number of users tripled in a very short space of time - omnichannel and a clear commitment to sustainability were the trump cards.
Niche markets such as the so-called silver economy are gaining in importance: providers of health apps, digital learning platforms or social networks for older people are creating customised offers whose revenues are usually secured through subscriptions or partnerships with service providers[6]. This is creating new business areas that have received little attention to date but offer great potential.
Practical tips for successful app monetisation
Many of my clients want specific recommendations for the start of the project. A detailed target group profile is the first step in finding the right revenue model[3]. It is worth developing a minimum viable product (MVP) at an early stage and testing it intensively to check user needs, willingness to pay and functionality[3]. Feedback analyses, A/B tests and ongoing optimisation of key performance indicators (KPIs) such as DAU (daily active users), MAU (monthly active users) or ARPU (average revenue per user) are essential in order to identify bottlenecks and exploit opportunities. Localised pricing options ensure that offers are accepted worldwide, and a scalable infrastructure protects against technical debts that can slow down growth[2]. iROI-Coaching accompanies you on this path with individual consulting, market analyses and technology partnerships.
Diversification as the key to profitability
Long-term success comes to those who focus on diversification and combine several sources of revenue. Those who rely on a single model risk becoming dependent and losing revenue when market conditions change. Successful apps therefore utilise hybrid approaches, such as free entry with advertising for advertising relevance, subscriptions for premium content and in-app purchases for additional functions. This makes app monetisation more stable and grows in line with user numbers. One example is a well-known fitness app that combines free training plans, an ad-free pro version as a subscription, individualised health coaching as an in-app purchase and partnerships with sporting goods manufacturers - an overall package that also enables sustainable value creation.
My analysis
App monetisation is not a sure-fire success, but the result of a clear strategy, technological innovation and continuous optimisation. Those who know their target group, intelligently combine different revenue models and focus on personalisation, data protection and sustainable impulses create the conditions for sustainable growth. iROI coaching supports you in making the right decisions and becoming profitable in the long term. Because app monetisation is much more than just advertising - it is the basis for digital value creation and customer loyalty in the digital age.
Further links from the text above:
12 proven strategies for app monetisation
Earn money with apps: How app monetisation works
App Marketing Trends 2025
App monetisation 2025: 10 business models
Can you earn money with an app? Yes, that's how it works in 2025!
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