Swipe right - the new age dating gesture, has permeated the mobile world. Today, users end up spending almost 90 minutes of their day sifting through myriad potential partners, in search of the perfect match. This is greater than the average time spent by a user on traditional social networking sites, creating an alternate social network that is distinctly different from its older cousin.
How can mobile developers building dating apps tap into this growing opportunity? Dating apps enjoy long user engagement sessions and access to deep user data, presenting a unique opportunity for monetization that is yet to be realized fully. Recently, players like Starbucks and 20th Century Fox launched cheeky, innovative advertising campaigns on dating apps - lighting the way for several other advertisers. Even developers who are not building dating apps, can learn from the mechanics of this app category.
Join this webinar to :
Learn best practices around designing the app experience for your dating app
Get a comprehensive overview of monetization methods for dating apps
Learn how to leverage mobile advertising effectively to maximize user engagement & revenues
Learn how other app categories too can benefit from the mechanics of successful dating apps
Even if you can’t make the presentation, do sign-up and we will send you a recording of the webinar.
2. 2
Presenters
ROBB SALA
Non-gaming Lead - Business Development, North America
Extensive experience in partner relations across Twitter, ShareThis
and Meebo
robert.sala@inmobi.com
MONA SHARMA
Global Lead – Native Advertising Solutions, Product Marketing
5+ Years of experience in the technology space.
mona.sharma@inmobi.com
3. 3
Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
1
2
3
4
4. 4
Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
1
2
3
4
5. 5
World is hooked onto dating apps!
* Global Web Index, Q1 2015, Clickz.com
91 million
users are
active on
dating apps
2 out of 3
users are
men
70%
of the users
are in the age
group of 16-34
yrs
60%
increase in
usage of
mobile as a
dating
platform
$2 billion
industry
6. 6
An average user...
* The New York Times
Spends ~90 minutes in a day browsing
through dating apps.
Logs in 11 times a day.
Particularly, female users have longer
sessions lasting ~ 8.5 mins as
compared to 7.2 mins session of male
users.
7. 7
A lot more dating apps are finding their match!
* The New York Times, ** TechInAsia, *** Global Web Index
Rising
Valuations
$1 billion valuation, 50 million monthly active users*
$3 billion valuation, 78.1 million monthly active users**
Users
paying for
dating
service
6% 14% 20% 24%
Average
Internet User
Dating Site
User
Dating App
User
Tinder
Users
% of users who paid for dating service in past month
8. For Real Connections
8
Types of dating apps
Messaging
based
Messaging
based
Location
based
Messaging
based
Location
based
On
Demand
Having Fun Finding Love!
Coffee Meets
Bagel
Bumble
Tinder
3nder
Happn
Hinge
Raya
JSwipe
Grouper Whim
Clover
How About
We
Match
The League eHarmony
Plenty Of
Fish OkCupid
Zoosk
9. 9
Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
1
2
3
4
11. 11
Building a dating app
Tip#2 Match better: Strong feedback-engagement model
Ask behavioral questions to
give the user better matches.
Incentivize users to answer more.
OkCupid eHarmony
12. 12
Building a dating app
Tip#3 Curate content: Help users make decisions
Coffee Meets
Bagel
13. 13
Building a dating app
Tip#4 The login choice
Give user the option of creating
login profile with the social
network of her choice.
Raya, a dating app for creative
communities lets a user create her
profile using her Instagram account.
14. 14
Building a dating app
Tip#5 Design it for the Ladies!
Where are the ladies: 67% of
dating apps users are males.
On Bumble, girls hold all the power!
15. 15
Building a dating app
Tip#6 Limit the matches
Singles feel overwhelmed with
more than 24 potential dates.*
A/B test with the number of matches
being shown to the user at a given
point in time.
*Mic.com
16. 16
Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
1
2
3
4
17. 17
Monetization methods of dating apps
Premium features are available
on monthly or yearly basis.
Example: TinderPlus, Zoosk,
HowABoutWeDating
1 Subscription
Features as add on to app’s
main features.
Ideal for apps with substantial
user base.
18. 18
Monetization methods of dating apps
Let users access the basic version of
the app for free, and charge them for
premium features.
Example: OkCupid,Coffee Meets Bagel,
Skout, happn
2 Freemium
Quick sign-ups: boost for user base
building.
OkCupid Skout
19. 19
Monetization methods of dating apps
Let users digitally gift their
potential dates roses,
chocolates etc.
Tie in services like book a cab, table,
or cover drinks.
3 Gifts and tangible services
Example: Grouper, Plenty Of Fish
20. 20
Monetization methods of dating apps
4 Advertising
In-Line:
Carousel Ads on Chat
Lists
In-Feed:
Content Stream Ads
22. 22
Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
1
2
3
4
23. 23
Advertising in dating apps
Easy Discoverability: Place the ad on the main page,
within the first 2 tiles of a chat feed or 3-4 swipes.
# Best Practices
Straightforward Call-to-Action: Keep the user taps
to minimum, ensure the CTA lands at the desired
landing page directly.
Contemporary Content: Grab the user attention
with in-vogue brands, as 70% of the audience is in
16-34 yrs age group.
24. 24
Advertising in dating apps
# Best Practices
Immediately Noticeable: Prominent, large ad units perform
better. For compact layouts, highlight the ad in a slightly
different color to improve performance.
Clear Identification: Clearly mark the unit as an
advertisement with a tag such as “Sponsored” or “Ad”.
Respect User Privacy: Steer clear of private spaces such as
conversation windows to avoid intrusion.
25. 25
InMobi is the largest independent social
monetization platform globally
InMobi Dating/ Social Partners
“User experience is what makes or breaks any
app. We wanted to ensure that any advertising
solution that we bring in does not compromise on
user experience at all – InMobi provided us with
the right blend of monetization and user
experience.”
Denisha Brekke
Partner Manager, Skout