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These are male-dominated pages, and we all know that men are more into dating sites than women.
Match’s second biggest publisher is Classmates.com, a database site that helps you find your long-lost high school friends and plan reunions.
For this ad, they’ve also used the picture of a female model to get more attention: The CTA for both creatives is “View photos” or “See more pics.” For native ads, the creatives look like this: As you can see, the text is targeting a particular locality, in this case, “Ashburn.” This is much better than using the term “your area,” as in the previous creatives.
Match’s landing page is their website itself, with the profiles of singles listed on it.
This the best way to get people to use their service.
It doesn’t even feel like a landing page: Each profile acts like a CTA.
Within this pool of eager singles, you have a plethora of subcategories for different niches and preferences.
Because of this, the dating industry is extremely saturated, with 1,500 apps fighting for the same users: single women and single men.
” For a single guy who’s just seen an attractive woman, this is probably the best CTA you can use at the top of a lengthy form.
There’s even a screenshot of the profile on the side to keep the leads motivated!
Zoosk was founded in 2007 and has a presence in over 80 countries in over 25 languages. According to Wikipedia, they had an estimated revenue of around 8 million in 2013.
Match has spent .2 million in the last 24 months, almost entirely on mobile ads. While they did put a lot of money on Taboola (.7M) and Adblade (.6M) last year, they’ve since put all of their money on Yahoo Gemini (.5M): Yahoo seems to be Match’s most successful publisher so far.
They’ve spent around .5 million dollars here: They’ve put more money on topic homepages than on individual posts.
Though their service had no monetization strategy in the beginning, after a tough year in 2014, they introduced a premium fee to message someone more than once.