Top app install ad creatives from dating apps

It is (nearly) ValentineРІР‚в„ўs time!

So we figured it will be beneficial to this 4th post of y our advertising series that is creative take a good look at how dating apps promote. And view what type of a software install promotions do they operate on in-app advertisement systems.

Should you want to have a look at post that is previous this show:

For this analysis we utilize information shared by the Cellphone Action platform. This information provides a sense of what sort of ad creatives they applied to 7 networks that are different Twitter Audience system, AdMob (therefore UAC adverts), Unity and Vungle.

The apps that are dating

The advertising cleverness information from Cellphone Action is particularly strong for Android os, therefore we centered on a number of the biggest advertisers when it comes to Android os apps (a complete great deal of this creatives have become comparable for iOS and Android os). Here are the apps we looked over and their ranking inside their particular category.

Interesting to observe these apps categorized themselves based on their approach

As a component of contrast, we additionally viewed the Facebook feed advertisements operate by these apps ( more info on finding you competitorsРІР‚в„ў ads right right here).

Where they promote sufficient reason for which advertisement creatives

General stats about their advertising

No shock there: Twitter readers system (FAN) is obviously the advertisement systems where in fact the many creatives have already been tested. ItРІР‚в„ўs the actual situation for some apps, as well as for dating apps (extremely social apps) it will make more feeling.

In the event that youРІР‚в„ўve look over a number of our past articles where we looked over advertisement creatives in numerous groups, you realize that many the advertising creatives applied to FAN may also be (and frequently mainly) found in other Facebook placements (especially Facebook feed). In reality looking after all of these apps it appears it too much anymore that theyРІР‚в„ўve tried FAN for some limited period of time and seem not to be using. So that the analysis of those creatives is much more appropriate when contemplating the way they are used for Facebook feed adverts or any other Facebook stations.

Only two other advertising companies appear to be utilized: AdMob via Universal App Campaigns and Unity (by Badoo and Tinder).

exactly What weРІР‚в„ўre seeing into the chart above could be the advertisement creatives count, plus it will not mirror simply how much each channel is employed. Because of this, you need to glance at the per cent of impressions indicated by Cellphone Action for every single software. For instance BadooРІР‚в„ўs top 5 advertisement creatives are typical utilized on Unity and represent about 97percent of impressions for the app. Therefore theyРІР‚в„ўve never ever actually utilized FAN much (nevertheless they operate a complete large amount of software install adverts within the Facebook feed).

Supply: Cellphone Action Ad Cleverness

In contrast to many other categories we’ve looked over thus far, the spread between pictures and videos is pretty also. We are able to that is amazing it is because just a photograph of a“date” that is potential a picture with a few indications can currently be pretty powerful and compelling to some body seeking to fulfill individuals.

Supply: Cellphone Action Ad Cleverness

ItРІР‚в„ўs interesting to see that itРІР‚в„ўs the landscape format that dominates, with the square aspect ratio being a close second when it comes to the coffee meets bagel taken video ads aspect ratios. Even if we have a look at advertising creatives just regarding the Twitter Ad Network the split is pretty even between square and landscape.

When it comes to apps nevertheless really utilizing FAN, it could be interesting to also test portrait 9:16 creatives because the advertisements are likely frequently shown in portrait apps.

Looking at the content it self regarding the movie advertisement creatives within the top 5 for every single software, here you will find the primary kinds of content:

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

Well known creatives through the many video that is used

Among the top 5 video clip advertising creatives which have been utilized probably the most by all the apps (using the percentage of impressions distributed by Mobile Action), we selected 3 we like and therefore are representative of just exactly exactly what appears to succeed.

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


This is basically the typical “testimonial” advertisement for Bumble, that is making use of a large amount of these within their Facebook marketing.

It really is super simple, and supposed to look user sourced (or possibly really utilized). This advertising creative currently has received a lot more than 1.5 million views and has now consequently been utilized 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 with this type or type of creatives, and on “couple testimonials” with 2 people telling more about their tales.

Due to their current bowl that is super, theyРІР‚в„ўve also spinned down a couple of good quality advertisement creatives with Serena that they’re testing.


Like the majority of other dating apps OKCupid also offers video clip creatives which can be testimonials or visuals of partners together, frequently using the angle of “substance” vs. profile picture since that is their approach.

What theyРІР‚в„ўve been utilizing the many nevertheless on Facebook readers system (and Facebook feed) are advertisement creatives regarding the DTF concept they launched significantly more than an ago now year. They gave to the acronym (initially Down to F***) if youРІР‚в„ўre not in the US and havenРІР‚в„ўt seen any OKCupid billboards or subway ads, the DTF concept is a twist.

DTF Ads from OKCupid within the subway

The DTF concept when you look at the subway that is NYCsupply: Reddit)

This might be a pretty approach that is smart it should been employed by fairly well since per year later they’ve been nevertheless leveraging the style and designs, at the least in electronic.

The advertising creative using the many impression on Twitter readers system could be the one below (despite the fact that they usually have since stopped promotions on FAN), and numerous other variations (a great deal in static) are found in Facebook feed adverts.

Thus giving a feeling of what sort of holistic approach can be implemented. ItРІР‚в„ўs strong from a branding perspective and may endure for some time.

It is interesting to also see other dating apps like Tinder using a stronger “stand” along with their approach (they currently have #SingleNotSorry and #AdultingCanWait ads in live action video clip).


It seems that Happn has found the type of creatives that work for them although we feel the execution and quality of the live action shots would gain from being improved.

Right Here too they tend to select a thing thatРІР‚в„ўs based on the unique approach for the software: reconnecting with somebody you crossed course with.

TheyРІР‚в„ўve been utilizing numerous creatives around that “reconnection” concept, with variations in numerous languages. Because some versions don’t have actors chatting, they are in a position to localize them fairly effortlessly (provided that the actors could look regional) by just changing the vocals over and subtitles/end cards.

Let me reveal a good example most abundant in utilized advertising creatives on Twitter readers Network based on Cellphone Action.

As previously mentioned previous like other apps Happn does not be seemingly utilizing FAN any longer, but by studying the creatives they normally use for Facebook feed adverts this can be a method they truly are making use of a whole lot (with a few videos totaling significantly more than 500k views already).

Moreover it seems that theyРІР‚в„ўre upping the standard a bit, and their latest creatives there look less amateur.

We wish this post offered you some insights that are good exactly exactly how a number of the top dating apps market on in-app advertisement systems, what type of advertisement creatives they normally use to obtain brand brand new users and exactly how you may get motivation from their store.

If youРІР‚в„ўre interested in seeing more advertising cleverness data, always check the Mobile Action platform out.

You have got responses on these creatives advertisements or youРІР‚в„ўd like us to have a look at a certain application category? Keep us a remark below!

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