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Decoding Monetization Methods For Dating Apps

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Decoding Monetization Methods For Dating Apps


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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 2


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Agenda 1 Overview of the dating app ecosystem 2 Tips while designing dating apps 3 Monetization methods for dating apps 4 Best Practices for advertising in dating apps 3


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Agenda 1 Overview of the dating app ecosystem 2 Tips while designing dating apps 3 Monetization methods for dating apps 4 Best Practices for advertising in dating apps 4


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World is hooked onto dating apps! 2 out of 3 users are men 60% increase in usage of mobile as a dating platform 70% of the users are in the age group of 16-34 yrs 91 million users are active on dating apps $2 billion industry * Global Web Index, Q1 2015, Clickz.com 5


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An average user... 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. * The 6 New York Times


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A lot more dating apps are finding their match! $1 billion valuation, 50 million monthly active users* Rising Valuations $3 billion valuation, 78.1 million monthly active users** % of users who paid for dating service in past month Users paying for dating service 6% 14% 20% 24% Average Internet User Dating Site User Dating App User Tinder Users * The New York Times, ** TechInAsia, *** Global Web Index 7


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Types of dating apps On Location Demand based Messaging based Location based Messaging based Grouper Whim How About We Clover Happn Tinder JSwipe Bumble Zoosk Match 3nder The League eHarmony Messaging based Hinge Coffee Meets Bagel Having Fun Raya For Real Connections 8 Plenty Of Fish OkCupid Finding Love!


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Agenda 1 Overview of the dating app ecosystem 2 Tips while designing dating apps 3 Monetization methods for dating apps 4 Best Practices for advertising in dating apps 9


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Building a dating app Tip#1 Make it fun with gamification 10


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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 11 eHarmony


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Building a dating app Tip#3 Curate content: Help users make decisions Coffee Meets Bagel 12


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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. 13


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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! 14


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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 15


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Agenda 1 Overview of the dating app ecosystem 2 Tips while designing dating apps 3 Monetization methods for dating apps 4 Best Practices for advertising in dating apps 16


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Monetization methods of dating apps 1 Subscription Premium features are available on monthly or yearly basis. Features as add on to app’s main features. Ideal for apps with substantial user base. Example: TinderPlus, Zoosk, HowABoutWeDating 17


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Monetization methods of dating apps 2 Freemium Let users access the basic version of the app for free, and charge them for premium features. Quick sign-ups: boost for user base building. Example: OkCupid,Coffee Meets Bagel, Skout, happn 18 OkCupid Skout


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Monetization methods of dating apps 3 Gifts and tangible services Let users digitally gift their potential dates roses, chocolates etc. Tie in services like book a cab, table, or cover drinks. Example: Grouper, Plenty Of Fish 19


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Monetization methods of dating apps 4 Advertising In-Line: Carousel Ads on Chat Lists In-Feed: Content Stream Ads 20


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Monetization methods of dating apps 4 Advertising Gift Walls Online to Offline Services 21


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Agenda 1 Overview of the dating app ecosystem 2 Tips while designing dating apps 3 Monetization methods for dating apps 4 Best Practices for advertising in dating apps 22


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Advertising in dating apps # Best Practices Easy Discoverability: Place the ad on the main page, within the first 2 tiles of a chat feed or 3-4 swipes. 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. 23


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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. 24


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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 Brekke Partner Manager, Skout 25


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Questions? 26


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The world’s most powerful advertising platform For more information visit us at indecode.inmobi.com


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