08 Oct 2020

Creatives. Though they used both image adverts and text advertisements at the beginning, recently they’ve been trying mostly image advertisements

Creatives. Though they used both image adverts and text advertisements at the beginning, recently they’ve been trying mostly image advertisements

This really is their most-used advertising:

At the very top, they’ve mentioned “Online now” and “4 kilometers away” to cause FOMO. More over, the cross and tick sign is really a reference that is well-known dating apps. The CTA “Find your date that is next having a CTA button, “Browse Singles, ” is great sufficient to obtain presses from singles.

They’ve also used GIFs to portray just how it might look in their application:

Notifications into the “Chat” icon are certain to sound familiar with numerous individuals!

That is their most-used native advertising creative:

Among the biggest dilemmas many apps that are dating may be the shortage of feminine representation. This can be a great work by Zoosk to attract females over the age of 40. Just what exactly takes place when you click about this innovative? More on that in the next area!

Landing Pages

For the standard adverts, they’ve used their homepage for conversions. There is certainly an account-creation that is simple off to the right, with choices to join making use of Bing or Twitter.

When you look at the copy, they’ve used terms like “40,000,000 singles global, ” “3 million communications delivered daily, ” and “over 30 million packages” to gain trust.

But, beautiful russian wife regarding indigenous advertisements, such as the image advertising shown above into the previous area, the site visitors are taken up to a web log in the Zoosk web site.

The header is equivalent to the advertising copy: “in which to generally meet guys in Your 40s”; the image utilized is additionally exactly the same. Off to the right, there was a display advertisement that claims “local singles want to chat, ” having a CTA to “Accept. ” Numerous website visitors will transform right right here.

The entire web log is similar to a mini guide to assist older females to obtain back in the scene that is dating.

It also quotes other Zoosk users who have found success with the app as you can see. It stops having a CTA to sign up to Zoosk at no cost.


OurTime, established last year, could be the platform that is newest in this list. They appeal to individuals above the age of 50. They usually have a projected revenue that is annual of8 million.

OurTime operates on a registration model, exactly like Match.com, but it’s less costly at only $11.99 every month for a 6-month account.

Advertising spend

OurTime has invested around $3.9 million during the period of a couple of years. They’ve not depended on ads constantly for gaining leads. It appears like they’ve used ads to primarily enhance their sign-ups every so often.

Of all of the such promotions, the present one had been their biggest, which is why they invested $1.5 million in July 2018 alone. This campaign ended up being run completely from the Yahoo Gemini system.

Other systems they’ve tried in past times are Taboola ($819.2K) and Bing ($578.4K).


As with any other internet sites, OurTime’s main publisher is Yahoo via the Yahoo Gemini community. Just as the other people, they’ve invested cash on finance- and pages that are sports-related.

They’ve concentrated on hub pages, exactly like Match.com, and in addition on several individual pages, that are pertaining to relationship and wedding.

They’ve used Classmates, the same as Match.com, to bring in the “reunion” crowd.

They’ve invested money that is decent yourdailydish.com via Taboola.

It is an activity internet site with content that may be addicting. They’ve targeted talk about hilarious Twitter account renames and funny animal photobombs for example, the top pages. In ways, it’s the types of site jobless singles would spend some time on.


OurTime has invested a majority of their cash on image advertisements with text. They’ve even tried some image and HTML5 advertisements.

When it comes to current indigenous ad campaigns, they’ve used a graphic of an adult girl with a few text that is simple

The content would be to the point and defines exactly just what their solution provides.

The display adverts are comparable. It is simply that they’ve utilized images that are multiple. Right Here, they’ve used just “mature woman” in the place of indicating any title.

The CTA resembles just just exactly what other people purchased; it is about seeing more photos of prospective partners that are dating.

Landing Pages

The standard advertisements just take people to a website landing page. This is exactly what the web web page seems like initially:

When people click on “Search Now, ” they’re taken fully to another page, which asks with regards to their nation:

Likewise, it wants zip code, chosen username, password, birthday celebration, and current email address.

It really is basically a lead-generation kind that shows only one action at any given time. This is certainly an idea that is great enhance transformation, for just two reasons:

  1. By showing just one single concern at time, folks are maybe maybe not overrun. It does not seem like it entails much work, rather than an application that displays every thing all at once.
  2. After they are committed to it—after responding to a few questions—people won’t feel just like stopping exactly like that.


With regards to focusing on, selecting Classmates is a rather innovative approach adopted by both Match.com and OurTime. When selecting your publisher, make an effort to think outside of the package like these brands. Operating advertisements on Mingle2.com is just a great development hack by Zoosk. In terms of context, this plan is a killer. Look for web web internet sites which are providing your form of solution for a freemium model. These internet sites will probably run advertisements as their monetization strategy.

In terms of advertisement creatives, Match.com took the show. They simply proved that the most of use ad creatives are ones that don’t also look like advertisements!

OurTime nailed it with regards to interactive landing pages. It’s a great hack to reduce bounce prices. This works very well, particularly if you have lead-generation kind that will long seem too.

Now, just just just what in the event that you may find your competitor’s advertising strategy exactly like we decoded the strategy of the dating apps? Take a look at our free application now.