Decoding Monetization Methods For Dating Apps

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  • Decoding Monetization Methods For Dating Apps
  • 2 Presenters ROBB SALA Non-gaming Lead - Business Development, North America Extensive experience in partner relations across Twitter, ShareThis and Meebo [email protected] MONA SHARMA Global Lead – Native Advertising Solutions, Product Marketing 5+ Years of experience in the technology space. [email protected]
  • 3 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
  • 4 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
  • 5 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 men 70% 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 http://www.globalwebindex.net/
  • 6 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. http://www.nytimes.com/2014/10/30/fashion/tinder-the-fast-growing-dating-app-taps-an-age-old-truth.html?_r=4
  • 7 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 http://www.nytimes.com/2014/10/30/fashion/tinder-the-fast-growing-dating-app-taps-an-age-old-truth.html?_r=4 https://www.techinasia.com/momo-app-morphs-from-flirting-to-communities/ http://www.globalwebindex.net/blog/what-to-know-about-tinder-in-5-charts
  • For Real Connections 8 Types of dating apps Messaging based Messaging based Location based Messaging based Location based On 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
  • 9 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
  • 10 Building a dating app Tip#1 Make it fun with gamification
  • 11 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 eHarmony
  • 12 Building a dating app Tip#3 Curate content: Help users make decisions Coffee Meets Bagel
  • 13 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.
  • 14 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!
  • 15 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 http://mic.com/articles/112308/what-your-psychologist-wants-you-to-know-about-your-dating-apps#.pmmdnxR7Y
  • 16 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
  • 17 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.
  • 18 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
  • 19 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
  • 20 Monetization methods of dating apps 4 Advertising In-Line: Carousel Ads on Chat Lists In-Feed: Content Stream Ads
  • 21 Monetization methods of dating apps 4 Advertising Gift Walls Online to Offline Services
  • 22 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
  • 23 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.
  • 24 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.
  • 25 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
  • 26 Questions?
  • The world’s most powerful advertising platform For more information visit us at indecode.inmobi.com
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  • Decoding Monetization Methods For Dating Apps
  • 2 Presenters ROBB SALA Non-gaming Lead - Business Development, North America Extensive experience in partner relations across Twitter, ShareThis and Meebo [email protected] MONA SHARMA Global Lead – Native Advertising Solutions, Product Marketing 5+ Years of experience in the technology space. [email protected]
  • 3 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
  • 4 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
  • 5 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 men 70% 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 http://www.globalwebindex.net/
  • 6 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. http://www.nytimes.com/2014/10/30/fashion/tinder-the-fast-growing-dating-app-taps-an-age-old-truth.html?_r=4
  • 7 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 http://www.nytimes.com/2014/10/30/fashion/tinder-the-fast-growing-dating-app-taps-an-age-old-truth.html?_r=4 https://www.techinasia.com/momo-app-morphs-from-flirting-to-communities/ http://www.globalwebindex.net/blog/what-to-know-about-tinder-in-5-charts
  • For Real Connections 8 Types of dating apps Messaging based Messaging based Location based Messaging based Location based On 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
  • 9 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
  • 10 Building a dating app Tip#1 Make it fun with gamification
  • 11 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 eHarmony
  • 12 Building a dating app Tip#3 Curate content: Help users make decisions Coffee Meets Bagel
  • 13 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.
  • 14 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!
  • 15 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 http://mic.com/articles/112308/what-your-psychologist-wants-you-to-know-about-your-dating-apps#.pmmdnxR7Y
  • 16 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
  • 17 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.
  • 18 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
  • 19 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
  • 20 Monetization methods of dating apps 4 Advertising In-Line: Carousel Ads on Chat Lists In-Feed: Content Stream Ads
  • 21 Monetization methods of dating apps 4 Advertising Gift Walls Online to Offline Services
  • 22 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
  • 23 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.
  • 24 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.
  • 25 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
  • 26 Questions?
  • The world’s most powerful advertising platform For more information visit us at indecode.inmobi.com
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