SEARCH MARKETING DAILY – Nov 23 – Affiliate sites have had a love-hate relationship with advertisers for decades, but recently these marketers are becoming more aggressive in capturing and directing the search traffic through their sites. AdGooroo analyzed paid-search clicks on 164 non-branded online dating keywords running through desktop campaigns, including "dating sites," "online dating" and "best dating site" from Sep 1 through Nov 12, 2017. The average cost per click for the online dating keyword group during the month came in at $3.67, but the affiliate sites averaged a far higher CPC at $6.36, according to AdGooroo data. In theory, advertisers believe affiliates who send traffic to the brand's site drive up their cost of acquisition, said Jim Leichenko, director of marketing at AdGooroo. AdGooroo points to three sites in particular. Capturing a combined 26.7% of all clicks on the dating keywords, Top10BestDatingSites.com ranked No. 1 with a 10.5% click share. Consumer-Rankings.com came in at No. 3 with 8.3% click share. TheTop10Sites.com at No. 4 came in with a 7.9% click share, beating all other advertisers except for Match.com, which ranked at No. 2 with an 8.9% click share.
Category: Match.com
Tinder And Netflix Are The Most Monetized UK Apps
TELEMEDIA ONLINE – Nov 22 – Tinder and Netflix top the charts for the top apps by revenue in the UK, according to latest insights from App Annie.
Top Apps in UK by Revenue (non-gaming, Jan 2017 – Sep 2017)
- Tinder
- Netflix
- Spotify
- Google Drive
- Sing! Karaoke
- Headspace
- Badoo
- Skype
- Deezer
- Match.com
Match Group’s New Executive Management Appointments
PRNEWSWIRE – Nov 15 – Match Group has made a series of internal leadership appointments to coincide with Mandy Ginsberg's planned assumption of the Company's CEO role by January 1, 2018. These include:
- Elie Seidman, currently CEO of OkCupid, will become Tinder's new CEO, reporting into Ms. Ginsberg.
- Amarnath Thombre, currently Chief Strategy Officer at Match Group, will become CEO of Match Group Americas, where he will oversee Match, Match Affinity Brands, PlentyOfFish, OkCupid and Match's Latin America businesses, reporting into Ms. Ginsberg.
- Hesam Hosseini, currently CEO of PlentyOfFish, will become CEO of Match and Match Affinity Brands, reporting into Mr. Thombre.
Match Group is actively recruiting to fill the CEO positions at both OkCupid and PlentyOfFish.
Match.com’s Chatbot Lara Boosted Registration Rates 30%
by Zoe Kleinman
See full article at BBC
Helen Fisher: “The Only True Algorithm Is Your Own Brain”
THE MANEATER – Oct 10 – Psychologist and anthropologist Helen Fisher was a part of the Life Sciences & Society symposium, The Science of Love, in which speakers were sharing research about the biology and chemistry behind love. Fisher worked with match.com in 2005 when she was hired to create chemistry.com, which combined hormone and personality-based matching systems. Romantic love is linked to a sense of attachment that is triggered through the chemicals oxytocin and vasopressin in the brain. This feeling can also be connected to sex drive. Fisher doesn't see dating sites as sites that facilitate dating. They're more like introducing sites, she said. A matching system isn't always right. "The only true algorithm is your own brain," Fisher said.
Match.com Leaves The Visually Impaired In The Dark: Suit
NY POST – Oct 1 – Match.com is blind to the needs of the visually impaired lovelorn, says a Virginia man in a Manhattan federal lawsuit. Blind users can't even create a profile for themselves. The company is looking into the matter, a Match.com spokeswoman said.
70% Of Tinder Users Think Political Differences Are A Deal-breaker
ELLE – Sep 13 – According to a new report out from MSNBC's The Beat with Ari Melber, 71% of Tinder users believe political differences are a deal-breaker, 60% of people on Match.com report they're not as open to a relationship across political lines as they were just two years ago, and OkCupid has discovered a 30% increase in users' desire for "same politics" over "good sex."
by Mattie Kahn
The full article was originally published at Cosmopolitan, but is no longer available.
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Vice Debuts A Snapchat Dating Show Sponsored By Match
ADWEEK – Aug 30 – Vice, with launch partner Match.com, has created a weekly, 8-episode show featuring couples going on dates that were designed by Action Bronson himself. Bronson, a rap artist, already hosts a food-related show on Viceland called F*ck, That’s Delicious. On Hungry Hearts, viewers watch couples go on Bronson-curated dates, featuring plenty of delicious food. Match is the presenting sponsor of the Snapchat original series from Vice.
POF Is Revealed As The Most Dangerous Dating App In Britain
THE SUN – Aug 11 – A Sun Online investigation has probed crime data from police forces across the country. Among the most popular apps, POF accounted for 56% of all crimes reported. Tinder accounted for 26% of crime, Grindr 10% and Match.com 7%.
Match.com Has Several Competitive Advantages
SEEKING ALPHA – Aug 1 – Match.com's growth strategy focuses on product development, innovation and differentiation. The company expects to deepen its capabilities on location-based technology, video, game dynamics and AI, among other factors. Match has ~59M monthly active users (MAUs) and 4.7M paid members. Concerns about rising competition and potentially slowing growth constrain the shares. There are ~1,500 dating sites, according to MarketResearch.com. Match has several competitive advantages, including its scale, brand recognition, early mover integrating live video across its product portfolio and leading position in the space. Match recently launched a new dating brand in Europe that targets singles 50+. In France, the service operates under the brand DisonsDemain and in the UK, the service is Ourtime.