Valentine’s Day 2025: Tips for Advertisers in the Dating Vertical
Valentine’s Day is just around the corner! It is time for you to start thinking about setting up your Dating campaigns. Read on to learn about our top tips for Advertisers in the Dating vertical, including email marketing, how to increase sales on Dating offers
and opportunities on Members Area sites.
Why advertise Dating offers this Valentine’s Day?
In 2024, more than 400 million people around the world were using online Dating sites to find connections. Dating websites have two types of daters: long-term and short-term. Long-term daters are looking for love and companionship while short-term daters are focusing on flings with an emphasis on fun.
Demographics for online Dating
53% of American adults aged 18-29 have tried online Dating. When we look at the age demographics we can see that the typical age of people using online Dating has changed over the years. Most users are between 25 and 34 years old. However, there’s also a growing number of people who are 50 and older using online Dating. Meaning there are opportunities across all age categories for offers.
Dating in the LGBTQ+ Community
Members of the LGBTQ+ community have a higher likelihood of using Dating websites than their straight counterparts with 51% stating they have used Dating websites or apps when compared to 28% in the straight community. Therefore, this creates a bigger opportunity for advertisers specializing in this category.
Where should I target my Dating campaigns?
Statista speculates by 2028, an estimated 452 million people will seek love through online platforms. Online Dating is most popular in the United States with 17.57% of the overall global Dating market. This is followed by the United Kingdom with 16.17%. If you would like to make the most out of your campaigns target Tier 1 GEOs as they have the highest penetration rate and the highest disposable income to spend on subscriptions and offers.
Advertising options in the Dating vertical
Now that we have looked at the demographics, best locations for Dating offers, and the orientation of your audience, let’s look at how Advertisers can make the most out of their campaigns. Two highly effective and targeted advertising opportunities include Email Clicks and Members Area. It is important to remember that the best traffic sources for your Dating campaigns depend on your offer and target audience so let’s look at Members Area specific ad formats
available to advertisers who work with ExoClick.
What are Email Clicks?
Email Clicks are a powerful traffic source for Dating offers. An email campaign is sent to Dating site users’ inboxes, generating high-value clicks. These active users have subscribed to receive emails from a specific site. The Email Clicks format typically includes a subject line, a short text, and a CTA that leads to your offer’s landing page or sign-up form. It is charged on a CPC basis.
Why use an Email Clicks campaign?
Email marketing is highly effective because it allows you to directly reach a highly targeted audience by embedding your SmartLink.
Opportunities on Members Area sites
ExoClick’s Member traffic is highly targeted for Dating offers as it reaches active opted-in Dating site users. Ad formats available within the Members Area include Banners, Native, Direct Links, Menu Tabs, and Back Button offers. There are limited ad zones in the Members Area that help Advertisers get higher visibility and exposure for ads, resulting in a higher CTR when compared to Free Content Sites. Let’s take a look at some of the opportunities on Members Area sites.
Members Area user profile:
Members Area traffic is highly valuable due to the end users’ higher purchasing power and identity verification. Each user undergoes verification by providing and verifying their email address. Additionally, they have created a dating profile that includes essential information such as gender, age, preferences, location, and interests making demographic targeting easier.
There are two types of users in the Members Area:
- Paid members: These end users have full access to the site and have paid for a monthly subscription or tokens using their credit card. They are willing to make online purchases thus increasing the likelihood of conversions for additional offers.
- Freemium members: These members have created a profile but have not paid for access. This widens your potential reach on impressions. However, certain features are restricted and only available to paid members.
Members Area specific ad formats: Maximize conversions for Dating offers!
Ad formats such as Banners and Push Notifications are available for Members Area sites but Native is one of the most effective ways to convert your Dating offers.
Advertisers have 3 Native options specifically for Members Area including In Profile Native ads, Native Inbox message ads, and In-Content Native ads.
In-Content Native ads: In-Profile Native ads
In-profile Native ads appear in the end user’s profile selection pages. They have a more organic feel for the end user as they seamlessly blend with the website’s content, resembling a Dating profile.
In-Content Native ads: Native Inbox Message ads
This format is displayed to end users when they log into their Dating profiles. The ad appears as the top message in the end user’s message inbox and clicking on it leads to your offer’s landing page.
Remember! It is Native In-Content is the category in our Marketplace. The best way to search for In-Profile and Inbox ad zones is in the Marketplace. You can use the search bar to type in ‘native inbox’ and it will show you all the available Inbox Message ads.
Tips for Advertisers in the Dating Vertical
Now that we have looked at the Members Area specific ad formats, let’s take a look at our tips for Advertisers in the Dating Vertical!
Tip! Don’t use stock images, instead make your marketing material look like real-life selfies. If the profile is too ‘perfect’ the end user may feel the dater is ‘out of their league’.
Tip! The key to successful Dating ads is to make your audience feel seen and understood. Using Dynamic Tokens on the Native ads can help you create ads that resonate with your audience. You can customize the content based on visitors’ specific locations, including their country, region, and city. This level of personalization enhances the chances of successful matches and conversions.
Tip! Consider using pre-landers in your campaigns to warm up potential leads and boost engagement. Ensure these pre-landers are lightweight, responsive, and interactive, as this can lead to higher sales conversions. They can also help filter traffic to improve lead quality and refine your target audience. Seamlessly integrate pre-landers into your marketing funnel and maintain consistency in your design for a cohesive user experience.
Tip! Create a complete experience in your Native campaign. Provide engaging content like “10 First Date Topics,” “How to Break the Ice,” or “What to Wear.” Use captivating images in your landing pages and CTAs to attract Daters to your site to increase sales on Dating offers.
Tip! Test out Smart Bid which uses machine learning and AI to analyze advertisers’ campaign data and automatically determine the optimal price in real-time. This helps advertisers achieve their target KPIs and avoid overspending by paying only for the required volume of traffic.
Tip! Optimize your landing page for your Native campaigns. Use ExoClick’s Landing Variations tool for A/B testing, trying out both short and long content. Short content could be a list of benefits with a clear call to action (CTA), while longer pages might include articles or testimonials, all leading to a visible CTA.
Conclusion: How to increase sales on Dating offers this Valentine’s Day!
So, try our tips for Advertisers in the Dating vertical and Members Area specific ad formats. Are you looking to increase sales on Dating offers and need high quality Dating traffic with precision targeting and campaign automation tools? Then, become an ExoClick client, sign up now, and start converting now!
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