decoding monetization methods for dating apps
TRANSCRIPT
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Decoding Monetization Methods For Dating Apps
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Presenters
ROBB SALANon-gaming Lead - Business Development, North AmericaExtensive experience in partner relations across Twitter, ShareThis and [email protected]
MONA SHARMAGlobal Lead – Native Advertising Solutions, Product Marketing5+ Years of experience in the technology [email protected]
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Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
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Agenda
Overview of the dating app ecosystem
Tips while designing dating apps
Monetization methods for dating apps
Best Practices for advertising in dating apps
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2
3
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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
men70%
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
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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.
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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
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For Real Connections8
Types of dating apps
Messaging based
Messaging based
Location based
Messaging based
Location basedOn
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
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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
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Building a dating appTip#1 Make it fun with gamification
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Building a dating appTip#2 Match better: Strong feedback-engagement model
Ask behavioral questions to give the user better matches.
Incentivize users to answer more.
OkCupid eHarmony
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Building a dating appTip#3 Curate content: Help users make decisions
Coffee Meets Bagel
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Building a dating appTip#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.
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Building a dating appTip#5 Design it for the Ladies!
Where are the ladies: 67% of dating apps users are males.
On Bumble, girls hold all the power!
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Building a dating appTip#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
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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
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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.
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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
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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
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Monetization methods of dating apps4 Advertising
In-Line:Carousel Ads on Chat Lists
In-Feed:Content Stream Ads
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Monetization methods of dating apps4 Advertising
Gift Walls Online to Offline Services
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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
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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.
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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.
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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 BrekkePartner Manager, Skout
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Questions?
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The world’s most powerfuladvertising platform
For more information visit us atindecode.inmobi.com