LOS ANGELES — With Valentine’s Day fast approaching, and with the online dating industry generating a reported $2.14 billion in annual revenue, ExoClick is analyzing the effectiveness of seasonal promotions for driving traffic and profitability.
Research from Stanford University (displayed in the graph below) shows that meeting a partner online far outweighs any other method, with dating site usage rising year-after-year as single people look for partners and different algorithms drive a variety of options at each site.
According to the company, one way that advertisers can reach online dating site members is through its members’ area publishers; ExoClick offers several exclusive traffic deals from some of the world’s biggest dating sites.
“Members’ area traffic offers a very high value where you can reach engaged, active and qualified online dating users,” a company rep explained. “With worldwide traffic available from top geos including North America, DACH [the Euro region comprising Austria, Germany and Switzerland and its unique language and billing] and Europe, our members’ area traffic is ideal for dating, video-on-demand, webcams, nutra, e-commerce and gaming offers.”
Based on figures from 2019, ExoClick’s Business Intelligence department examined the number of clicks on ads inside members' area ad zones the week before, and during, each of the following seasonal events: Valentine’s Day, Easter, Singles Day and Christmas, with results showing the increases and decreases in click percentages for the week during the event.
The company also looked at members’ area traffic volumes for Valentine’s Day 2019.
“By comparing the day before Valentine’s Day and Valentine’s Day itself, we found that single people are more active on dating sites February 14,” the rep revealed. “Our network saw a global traffic increase of 16.7 percent on membership dating sites.”
“With more dating site members being active on Valentine’s Day there are more chances for these qualified users to see and click on your ad as they search for a date,” concluded the rep. “As an advertiser, we hope that this data can help you decide which offers to target at members’ area traffic based on these four global seasonal events.”
In related news, ExoClick will conduct a deep dive into this research for two presentations at the upcoming TES Affiliates Conference in Cascais, Portugal: “The World of Dating,” at 12 noon (local time), February 29, with dating industry professionals Jenny Gonzalez, Vladislava Bogatinovski, Alfonsus Kusuma, Stephen ‘Mega’ Ventura and Kelan Stone; and “Members’ area traffic: How advertisers can get maximum value from this high converting traffic source,” at 4 p.m. on the same date. The session will cover dating niches and how to micro-target these communities, among related topics.
For more information, visit ExoClick online.