Definitely, you must have heard about apps like Tinder, Badoo, Bumble, Happn, and OkCupid. In today’s digital world, everything we do – right from shopping, to ordering food, hailing a cab, listening to music and watching a movie or a series – is online. This has concept has made its way into India off late. But, it is still catching up. There is a huge growth potential for the online dating industry to grow in India right now. Many factors like increasing digital population, increasing internet and mobile penetration, and high-speed data at affordable rates. Even the traditional stigma attached to online dating within the Indian diaspora has been waning off to a greater extent.
In a recent interaction with Campaign India, Vertoz’s Founder & CEO, Ashish Shah talks about how this can be an excellent opportunity advertisers can leverage. Dating apps can be a great opportunity for advertisers to reach the audience. Advertisers can target the audiences on these platforms on the basis of parameters like their liking and preferences, gender, age, and the phase of life that they are in. Programmatic advertising offers advertisers the best way to accomplish this. Models like programmatic direct and Real-Time Bidding (RTB) can seamlessly target these users to show them relevant ads. In addition, advertisers can also leverage first-party and third-party data through Data Management Platforms.
This will help the apps to generate alternate revenue, apart from the revenue received from their subscription-based models. What’s more? It will eliminate all the hassle involved in the direct sale approach, as the inventories will be sold through an automated way.
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