How can monetizing dating websites and apps be optimized for future revenue growth? The key lies in understanding why ad serving in the dating industry is set to drive substantial financial gains moving forward.
Online dating has transformed the way we meet and connect with potential partners. With over 300 million people navigating their way on dating sites and apps, this is a booming industry. According to Statista, the Online Dating market is projected to surge, with the number of users expected to reach a staggering 438 million by 2027.
Number of dating service users worldwide from 2017 to 2027, by segment (in millions)
Source: Statista 2023
However, starting in 2021, the new user adoption rate has slowed down compared to previous years. Thus, online dating websites and apps are evolving, and more industry players are gearing up to explore the potential of monetization. It looks like reaching out to the huge pool of singletons is no longer just a way to connect hearts; it's big business.
For dating sites and apps, adding new revenue streams beyond subscription models has become key. This has led many platforms to explore the possibilities of advertising, recognizing it as an opportunity to increase their bottom lines. But getting into the advertising game isn't easy and comes with its challenges. Managing an in-house advertising business demands large investments in technology, time, and resources. Developing proprietary solutions often proves to be costly and time-consuming, potentially diverting the focus away from core functionalities.
An alternative solution comes in the form of hosted white-label ad servers like EXADS. These platforms offer dating sites and apps a streamlined path to monetizing their potential without the headache of developing and maintaining an in-house advertising technology infrastructure.
Implementing an ad server like EXADS represents an attractive proposition for dating platforms. By leveraging a white-label solution, these platforms gain the benefits of a robust and sophisticated advertising technology without the hassle and expense of building it from scratch. Here's how it works:
In essence, partnering with a hosted white-label ad server offers dating sites and apps the best of both worlds: full control over their platform and data, coupled with the support and expertise of a dedicated team. It's the perfect relationship where technology meets tailored solutions, creating a pathway to efficient and profitable ad monetization.
For dating platforms, having the right tools at their disposal is essential. The availability of certain features and functionalities can define the success of their advertising business. So what are the must-have capabilities of monetization platforms that the dating industry should look for?
1. Comprehensive Management and Monitoring:
A robust ad serving platform must empower dating sites and apps to manage and monitor every aspect from a single dashboard. At EXADS, we understand that the majority of dating publishers have numerous sites and apps to manage and monitor so our all-in-one ad server can simplify their control over their advertising business:
As an example, EXADS ad server provides granular and quick reporting for over 50 metrics, 25 dimensions, and filters. This makes it one of the most powerful tools available for publishers who want to delve into the results of their advertising.
2. Self-Service Capabilities:
Self-service is a must for streamlining sales processes. It enables Publishers to open their platforms to smaller advertisers and allows sales teams to focus on bigger deals.
These features not only make the platform user-friendly but also have a positive impact on sales, fostering lasting relationships with advertisers.
3. Utilization of 1st-Party Data for Personalized Experiences:
An effective ad server must enable the dating industry to utilize one of its most valuable assets: first-party data. This capability allows the accurate segmentation and targeting of audiences, using as many relevant criteria as required. The goal of the publisher is to align the ads that are displayed, with user interests and behaviors.
With an ad server like EXADS, publishers can use numerous targeting options and also add any custom targeting option suitable for their Advertisers, including interests, demographics, spending habits, or any other criteria. The personalization of ad experiences through the use of advanced targeting options that leverage first-party data increases the likelihood of user engagement and conversions.
4. Varied Choice of Ad Formats and Customizable Ad Formats:
An ad server should offer a large variety of ad formats that follow the industry’s standards. EXADS clients have reported that formats like Email Clicks are well suited for the dating industry and generate high-value conversions, also video ads, In-stream, Outstream, and Video Slider, Native ads which are fully responsive and show seamlessly on all devices, Banner ads, and the list can go on.
However, in the dating industry, same as in retail, gaming, or other verticals, the ability to customize ads is key to creating a seamless user experience. By aligning ads to the overall look and feel of their sites and apps, publishers can ensure that they blend seamlessly with their interfaces. Non-intrusive, well-integrated ads enhance user satisfaction and encourage engagement.
5. Frequency Capping: Balancing Visibility and User Experience
Finding the right balance between visibility and user experience is paramount for the dating industry so a feature such as Frequency capping is a must-have.
Frequency capping enables publishers to set restrictions on how often a particular ad is displayed to a user within a specific timeframe. This prevents users from being bombarded with the same ad repeatedly, safeguarding them from ad fatigue. When users are not overwhelmed by a constant stream of repetitive ads, they are more likely to stay engaged with the platform for extended periods. This in turn increases the chances of users interacting with other aspects of the platform, such as profiles, chats, and matches. Ultimately, it strengthens user retention.
When users encounter ads selectively, these advertisements tend to make a more significant impression. Users are more likely to notice and engage with well-targeted, relevant ads, leading to higher click-through rates and conversions. This focused interaction benefits both users and advertisers.
6. Cross-Site Retargeting and Conversion Goals: Maximizing User Engagement
Companies such as Match Group, who own numerous dating websites and apps, face a unique challenge and opportunity. Managing multiple platforms demands a strategic approach that retains users within each individual site but also maximizes engagement across their entire portfolio. This is where the ability to set conversion goals for cross-site retargeting emerges as a must-have capability.
Setting conversion goals allows these companies to set up conversion funnels across their properties. Facilitating them to retarget users in an effective manner while providing a smooth user experience and promoting cross-selling initiatives between their properties.
By using conversion goals, companies can follow how users interact on their websites and apps and what they like. For example, if a user shows interest in activities like exercising on one site, they can receive ads related to exercising on other sites owned by the same company. This smart way of reaching out creates a satisfying user journey and increases the conversion probability.
Online dating sites and apps are attractive and lucrative platforms for brands for several reasons. Here are some of the key benefits provided to advertisers:
In the dating industry, where user experience and revenue generation are crucial, having a robust ad server is non-negotiable. After exploring the essential capabilities required for ad serving in the dating industry, it's clear that finding the right partner is essential.
Enter EXADS, the ultimate solution for monetizing dating websites and apps. With its comprehensive suite of features, EXADS empowers platforms to strike the perfect balance between revenue generation and user satisfaction. From seamless management and precise targeting to customizable ad formats, EXADS offers it all.
Ready to revolutionize your dating platform's advertising experience? Don't miss out on the opportunity to enhance your user experience and boost revenue. Contact EXADS today and discover how their cutting-edge solutions can transform your dating website or app.
Product Marketing Manager
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