Month: July 2017
Tinder Parties Prompt Legal Action From East Hampton
Love Group Reports Record Quarter
OPW – July 28 – Love Group has a portfolio of online dating platforms, including Lovestruck, DateTix and Noonswoon. Currently the vast majority of the company's online dating revenues come from Lovestruck, which charges subscribers a fee that ranges from $25 to $75 per month. The DateTix and Noonswoon apps are freemium based apps. The Love Group ended fiscal year 2017 with a record quarter ($1359K in cash receipts, up 95% compared to the previous quarter).
Download the full press release
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The Most Important Quality In A Romantic Partner Is Much Harder To Spot
BUSINESS INSIDER – July 27 – "Two people who are able to competently handle all of the sh– that hits the fan. That's the biggest thing a long-term relationship needs in order to be successful," said Alexandra Solomon, a psychologist at Northwestern University. She teaches a course at Northwestern called "Marriage 101"; she recently published a book titled "Loving Bravely." In the book, Solomon guides readers on a journey toward relational self-awareness. She is saying that it is important to find a relationally self-aware partner because "external trappings" – think jobs, income, appearance – tend to "come and go." It's not so easy to gauge someone's relational self-awareness level on the first few dates. But if you notice that the person blows up at the waiter for bringing them the wrong drink, that's not a great sign. Solomon also suggests paying attention to how the person talks about their past relationships.
The League To Launch In Sydney Soon
Q&A With Match Media Group
Q: Tinder started experimenting with native ads a couple of years ago. What ad experiences are available on Tinder right now?
A: Today we are monetizing Tinder in two ways. One is in our direct business, which has a number of native ad opportunities within the cardstream. We have autoplay video, but it runs full-screen. The other is a display native unit that acts as a card, and when you right swipe you get a message or match. We also use Facebook Audience Network.
Q: Facebook has talked about running out of room to increase ad load in the future. With your scale, are you in a similar position, where you have more ad inventory than you choose to fill at a given moment?
A: For our direct business, we are not constrained in supply in the near or medium term. We are continuing to grow [sales], particularly in Tinder, which tends to be a focus of a lot of that direct business.
Q: What's different about monetizing via mobile app vs. mobile web?
A: For us, the difference is more about the properties. Tinder is 100% mobile app. What's been surprising is finding the right tech to participate in the middle, in between those two [mobile app and mobile web]. How do I do bidded mobile native with a beautiful execution that works consistently on a platform that everyone's plugged into? I think the market is coming along, but there is no established perfect framework to draw on.
Q: Why is it so difficult to execute bidded mobile native?
A: Programmatic native is more complicated. You're rendering multiple assets at a given time. In a bidded environment, you have to be prepared to do that for a number of different ad executions, and that's more complicated than the web, where when you win the auction your third-party tag serves the creative.
Q: Can anyone else besides Facebook deliver that bidded native experience at scale right now?
A: We would like to find the perfect partner to solve that problem. Facebook runs bidded native really efficiently. I need a solution that can come as close to that as possible.
Q: Dating traffic can be viewed by some marketers as not brand-safe. How do you see that playing out in your programmatic and direct business?
A: Less and less is that an objection we hear. By 2020, half of the population will be single. Not using Tinder or another dating product is now surprising because that’s the norm, using digital to meet people.
by Sarah Sluis
See full article at Ad Exchanger
Delta Helps Tinder Users Fake Worldly Profile Pictures
Attractive World Is Launching In Australia
TENPLAY.COM – July 26 – Attractive World, is a service which allows its members to choose who can join, on the basis of whether they are hot enough or not. A subscription costs between $19.95 and $49.95 a month depending on the length and type of subscription. The app has recently been rolled out in Australia and New Zealand. The concept was founded about a decade ago in France and is part of the Berlin-based Affinitas GmbH group. It has ~120k in France so far.
See full article at TenPlay.com
Blue Connects People With Twitter Celebrities
MASHABLE – July 25 – Blue is a new premium version of the existing dating app Loveflutter, and it promises users to match them with Twitter celebrities. Loveflutter has been around since 2013, but they recently relaunched as the first dating app to rely on tweets to find users matches. Blue is yet another addition to the increasingly long list of exclusive dating apps such as The League, The Inner Circle, and Raya.
Affinitas Berlin HQ Office Tour
OPW – July 25 – I paid Affinitas (Elite Singles, Attractive World) a visit in Berlin yesterday. Here’s my vlog tour of their office.
Post by Mark Brooks @ Courtland Brooks