Tinder poised to introduce native advertising

By Ishbel Macleod | PR and social media consultant

May 1, 2014 | 2 min read

Dating app Tinder could be set to introduce native advertising, the company revealed during its earnings call.

The IAC owned company said that it was looking for a way for the free app to make money, with chairman Greg Blatt stating that “the nature of the Tinder user experience presents itself with real opportunities for native advertising that certain of our other products don’t.”

Tinder has been used for unofficial advertising before, with Fox using the service to run fake ads to promote TV show The Mindy Project, while Domino’s Pizza used the app to serve up ‘cheesy’ and ‘saucy’ chat.

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James Briscoe, CEO at Unique Digital, suggested that Tinder has enough data to ensure strong targeting and highly relevance advertising placements.

“It’s great to see that Tinder is finally getting serious about monetising its users. As with many other social networks it has a very attractive audience to advertisers with a large and young base.

“Tinder have an added revenue opportunity with a subscription service, enabling more advanced features or perhaps to opt out of advertising such as with Spotify.

“The major challenge is a question of scale and format; the use of ‘fake’ advertising profiles has only a certain life span before the users becomes frustrated. But again similarly to Spotify, they could well appear sporadically in the gap before the next profile appears.

“If Tinder can get this right, it opens up a massive revenue opportunity that could even start to challenge the likes of Twitter and Facebook, if not then many advertisers may just swipe left.”

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