WhatRunsWhere Insights & Analysis: Online Dating Advertising Landscape

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1 Online Dating Advertising Landscape

2 Introduction Looking at data capturing 180 days of activity up May, 2014, WhatRunsWhere has tracked four dating service providers across 42,300 display and mobile web as well as through in-app advertisements. has been by far the most active among the advertisers with 73% share of voice (SOV). was found to have the next highest SOV at 24.5%. The amount of placements utilized on the desktop display side was significantly higher than through the mobile web and in-app advertisements. had the largest share of all creative units placed, cumulatively using 470 unique ads. This total was evenly comprised of banner and text ads. The next highest amount of ads was used by, who placed over 320 ads. Unlike, the ads placed by were mostly banner ads with text ads making up just. There was no significant data recorded for and PlentyOfFish (POF), however POF placed 31 ads, 23 of which being text ad. Ad Placements 2,090 1,014 39,210 Display Mobile Web Total Banners Display Mobile Advertiser Share of Voice 0.4% 0.1% 24.5% 75% Plenty of Fish s/s

3 Channel Mix Looking at the media mix of the four advertisers, the SOV leaders and, have used diverse media buying strategies. used network buys for the majority of its online activity with direct buys taking up just 2% of desktop ad placements, while 9 of ads placed by were bought through direct buys. and POF showed significantly lower activity volumes, but POF placed of their ads through ad networks, while 98% of s activity was through direct buys. has placed over 93% of all direct buy placements on the desktop side. used network buys for most of their activity which resulted in the advertiser making over 96% of all network placements. The majority of network placements was made through the Google Display Network., the leader in network buys among the four advertisers, has also used networks such as Casale Media, Appnexus and Right Media. s/s Channel Mix 98% 1 9 2% 98% Ad Network 2% Over 75% of all desktop display placements have been made through the Google Display Network with direct buys taking up another 23% of online activity by the four advertisers. The remaining 0.9% has been split between networks such as Quigo Adsonar, Casale Media, Appnexus and Right Media. 02

4 Display Placement Breakdown 0.9% Google Adwords 23.5% Other 75.6% When looking at advertisers activity individually, media buying strategy has varied. and had a high percentage of their desktop activity attributed to direct buys, while placed over 97% of its ads through the Google Display Network. While PlentyOfFish displayed significantly less data than its competitors during the reporting period, over 9 of their placements were made through Quigo Adsonar. Display Placement Breakdown 1.8% 0.2% 9.3% 97.4% 89.5% 2.1% 97.9% 91.4% GDN Other Quigo Adsonar 1.8% 8.6% 03

5 Top Performing Ads Below are a sample selection of some of the top performing ads for the covered Dating Service Providers. 04

6 Mobile Activity Breakdown Mobile 43% 57% Share of Voice 33.2% 50.6% 16.2% Plenty of Fish Display Placement Breakdown 92.6% 7.4% 4.7% 95.3% Mobile Web On the mobile side, activity has been relatively split between mobile and in-app placements. has had the highest share of voice among the four advertisers placing over 5 of all mobile buys. had the second highest mobile SOV at 33%. While has led in the share of voice category on both the desktop and mobile sides, s high mobile percentage indicates the advertiser s preference for mobile advertising as their desktop SOV was significantly lower than competition. We have located 160 unique mobile ads used by the four advertisers. Despite having the third highest SOV on the mobile side, placed the highest number of mobile ads with 39. The second highest number of ads was utilized by, who placed 37 unique ads. The two advertisers had the reverse banner/text ad ratio as of ad placed by were banner ads, while 35% of ads by were text ads., despite being the leader in mobile SOV, has used just 4 unique ad units. This indicates the advertiser s reluctance to test ad units in the mobile space. 05

7 Ad Breakdown s/s Channel Mix The channel mix on the mobile web side has varied by advertiser. and heavily favoured the use of ad networks in their buys, while had a more even split with of ads being placed through direct buys. Nearly all of the in-app ads were placed through ad networks. The majority of s ads were bought through the DFP Mobile network, while used AdMob. There was no significant data recorded for PlentyofFish. Mobile Web Channel Mix Channel Mix 81.2% 97.1% 18.8% 2.9% Ad Network 98.8% 1.2% Ad Network 06

8 While there was no significant data recorded for PlentyOfFish, the remaining three advertisers have used varying mobile media buying strategies. Over 75% of s mobile web ads were bought through the Life Street Media network, with direct buys being used for over 18% of the advertiser s activity. Most of s placements were made through AdMob, while split its activity between direct buys and 39% DFP Mobile. Only two of the four advertisers used in-app placements with placing over 96% of its ads through DFP Mobile and s placements running exclusively through AdMob. Mobile Web Channels Channels 75.2% 18.8% 6% 29.4% 65.9% DFP Mobile Life Street Media AdMob Other Devices 96.2% DFP Mobile AdMob On the mobile web side, ads have been evenly split between the four devices tracked, as well as device types. Of all the mobile web ads placed, 5 ran through smartphones, while there has been little difference in usage percentage per device. Android Tablets have been the only device to have run in-app ads. 25% 19% 31% 25% Mobile Web iphone Tablet Android Phone ipad Android 07

9 Share of Voice Across Competition 3.7% 96.3% 16.3% 75.3% 28.4% 24.5% 55.3% Display Mobile Web has been a leader in share of voice on the desktop and in-app ad sides, while has had a close SOV on the mobile web and desktop sides. had a strong presence through the mobile web, but was not active on the desktop or in-app side. PlentyOfFish did not record significant data across any of the channels. Below are samples of some of the top performing ads for the four advertisers: Channel Mix, and PlentyOfFish have each preferred desktop display placements to mobile web and in-app advertisements. and both placed an equal percentage of desktop display ads to the overall media buy. PlentyOfFish used the display side exclusively and did not record significant data on the mobile web or in-app ad side. was not heavily active on the desktop side, but placed over 75% of its ads through the mobile web. Low activity on the mobile web and in-app ad side presents an opportunity for advertisers to increase their presence in the mobile space and grow their share of voice. Due to existing low presence by their competitors, an advertiser would not require heavy mobile investment in order to increase their SOV at the present time. 08