Top app install advertisement creatives from dating apps

Day it’s (almost) Valentine’s!

Therefore we figured it might be best for this 4th post of our advertisement series that is creative take a look at how dating apps promote. And discover what type of an application install promotions do they operate on in-app advertisement sites.

If you wish to take a look at past post from this show:

To achieve this analysis we utilize data provided by the Cellphone Action platform. This information provides a sense of what type of advertising creatives they applied to 7 various systems: Twitter readers Network, AdMob (so UAC advertisements), Unity and Vungle.

The dating apps analyzed

The advertising cleverness information from Cellphone Action is very strong for Android os, therefore we dedicated to a few of the biggest advertisers when it comes to Android os apps (a complete great deal associated with creatives have become comparable for iOS and Android os). Listed here are the apps we looked over and their rank within their respective category.

Interesting to observe these apps categorized themselves based on their approach

As a feature of contrast, we additionally looked over the Facebook feed advertisements operate by these apps ( more about finding you competitors’ ads right right here).

Where they promote in accordance with which advertising creatives

General stats about their marketing

No shock there: Facebook readers system (FAN) is actually the advertisement sites where in fact the many creatives have been tested. It’s the truth for the majority of apps, as well as for dating apps (very apps that are social it creates even more feeling.

We looked at ad creatives in different categories, you know that a lot of the ad creatives used on FAN are also (and often primarily) used in other Facebook placements (especially Facebook feed) if you’ve read some of our previous posts where. In reality looking at every one of these apps it appears that they’ve tried FAN for many restricted time frame and appear to not be utilizing it an excessive amount of any longer. And so the analysis of the creatives is more appropriate when it comes to the way they can be used for Facebook feed advertisements or any other Facebook networks.

Just two other ad sites appear to be used: AdMob via Universal App strategies and Unity (by Badoo and Tinder).

Just exactly just What we’re seeing into the chart above may be the advertising creatives count, and it also will not mirror simply how much each channel can be used. With this, you wish to consider the percent of impressions suggested by Cellphone Action for every single software. For instance Badoo’s top 5 ad creatives are typical utilized on Unity and represent about 97percent of impressions for the application. Therefore they’ve never ever actually utilized FAN much (nevertheless they run a complete large amount of software install advertisements when you look at the Facebook feed).

Supply: Cellphone Action Ad Cleverness

In contrast to many other groups we’ve looked over up to now, the spread between pictures and videos is pretty also. We could that is amazing simply because simply an image of a“date” that is potential a picture with a few indications can currently be pretty powerful and compelling to some body trying to fulfill individuals.

Source: Cellphone Action Ad Cleverness

It’s interesting to see that it’s the landscape format that dominates, with the square aspect ratio being a close second when it comes to the video ads aspect ratios. Even if we check advertisement creatives just regarding the Twitter Ad Network the split is pretty even between square and landscape.

When it comes to apps nevertheless really making use of FAN, it may be interesting to also test portrait 9:16 creatives considering that the advertisements are likely frequently presented in portrait apps.

Looking at the content it self of this video clip advertisement creatives within the top 5 for every single application, here you will find the main forms of content:

  • Feature focus (user experience, with respect to the application: finding individuals near you, swiping, etc.)
  • Testimonials (individuals sharing their couple or experience photos)
  • “Storytelling”
  • Individual speaking about concept (especially for localized videos)

Well known creatives from the many video that is used

Between the top 5 video clip advertisement creatives which were utilized the absolute most by all the apps (using the portion of impressions distributed by Cellphone Action), we selected 3 we like and therefore are representative of exactly what appears to work.

Some are really easy and simple, plus some needed more work from a video clip production viewpoint.


This is actually the typical ad that is“testimonial Bumble, who’s utilizing many of these within their Facebook marketing.

Its super simple, and supposed to look user sourced (or even really utilized). This advertisement creative currently has already established significantly more than 1.5 million views and has now consequently been utilized a complete great deal by Bumble.

The caption has the Bumble colors so they can have some consistency between ads of this kind.

It’s interesting to notice that Bumble relies greatly about this type or types of creatives, in addition to on “couple testimonials” with 2 people telling more info on their tales.

Along with their present super dish advertisement, they’ve also spinned down a couple of good quality advertising creatives with Serena they are testing.


Like the majority of other apps that are dating also offers movie creatives which can be testimonials or visuals of partners together, frequently because of the angle of “substance” vs. profile picture as this might be their approach.

What they’ve been utilizing the many nonetheless on Facebook readers system (and Facebook feed) are advertisement creatives in the DTF concept they established significantly more than an ago now year. If you’re perhaps not in the usa and also haven’t seen any OKCupid billboards or subway adverts, the DTF concept is really a twist they provided to your acronym (initially down seriously to F***).

DTF Ads from OKCupid into the subway

The DTF concept within the subway that is NYCsupply: Reddit)

This really is a pretty smart approach and it should been employed by fairly well since per year later on these are generally nevertheless leveraging the idea and styles, at the very least in electronic.

The advertising creative using the impression that is most on Twitter readers system may be the one below (and even though they will have since stopped promotions on FAN), and multiple other variations (a great deal in fixed) are found in Facebook feed adverts.

This provides a feeling of what sort of holistic approach can be implemented. It’s strong from a branding perspective and may continue for some time.

It is interesting to also see other dating apps like Tinder using a powerful “stand” along with their approach (they are in possession of #SingleNotSorry and #AdultingCanWait ads in real time action movie).


Although we have the execution and quality regarding the real time action shots would gain from being enhanced, it appears that Happn has found the sort of creatives that work for them.

Right right right Here too they tend to select something that’s based on the unique approach regarding the software: reconnecting with some body you crossed course with.

They’ve been making use of numerous creatives around that “reconnection” concept, with variations in numerous languages. Because some variations would not have actors speaking, they’re also in a position to localize them fairly effortlessly (so long as the actors could look regional) just by changing the sound over and subtitles/end cards.

The following is an illustration most abundant in utilized advertisement creatives on Twitter readers system relating to Cellphone Action.

This is an approach they are using a lot (with some videos totaling more than 500k views already) as mentioned earlier like several other apps Happn doesn’t seem to be using FAN anymore, however by looking at the creatives they use for facebook feed ads.

In addition appears that they’re upping the product quality a little, and their latest creatives there look less amateur.

We wish this post provided you some insights that are good just exactly how a number of the top dating apps market on in-app advertising systems, what sort of ad creatives they normally use to get brand brand new users and exactly how you will get motivation from their store.

If you’re interested in seeing more advertisement cleverness data, always check the Mobile Action platform out.

You’ve got feedback on these creatives adverts or you’d like us to take a good look at a specific software category? Keep us a remark below!

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