So, it’s impossible not to have heard of eHarmony given that they have spent a lot of money on TV and other ads, which have really solidified their presence in the online relationship category. What you may NOT know is that marketers can advertise on eHarmony (and, to be fair, other dating sites.) The reason I am focusing in them in this post is that they are the first such site that has really provided a simple and clear selling story as to WHY one would choose their environment over other types of site environments.
Yes, it’s part fact and part schtick. Just like any other media sale. But I found it pretty compelling so I decided to shill for it here.
According to eHarmony, the difference is that eHarmony users are at the cusp of key life stages during which people make really critical big and small changes in their investment and consumptive lives.
Since a big part of the eH difference is the bajillion question profile they ask you to take, the site has a ginormous amount of demographic and psychographic info that they can use to help you precisely target messages to different audiences. Additionally, the environment has extensive info on the current lifestyles of members – so for example, single Moms.
With between 3-4 million visitors a month, they have enough traffic to be a medium sized impression player for a number of brands. I don’t know of a lot of brands currently using them, but the depth of information on users makes them a powerful opportunity to test, segment, and optimize. It’s also an opportunity to reach people beyond their 20s because their average age is 35.
Another thing you may not know – eH is also creating a site for same sex couples as part of a legal settlement. Depending on how well that works out, that may be another targeting opp for you.
I've worked with a couple of dating sites and saw relatively low click rates – after all, people are their to see the pictures on most date sites. But because eH is attracting a set of consumers that are more depth- versus mugshot-oriented, that may be different in their case. Hey, it’s worth a shot, eeh? Find out more about eH media opps here.
Thanks for reading, and don’t forget to write.
According to eHarmony, the difference is that eHarmony users are at the cusp of key life stages during which people make really critical big and small changes in their investment and consumptive lives.
Since a big part of the eH difference is the bajillion question profile they ask you to take, the site has a ginormous amount of demographic and psychographic info that they can use to help you precisely target messages to different audiences. Additionally, the environment has extensive info on the current lifestyles of members – so for example, single Moms.
With between 3-4 million visitors a month, they have enough traffic to be a medium sized impression player for a number of brands. I don’t know of a lot of brands currently using them, but the depth of information on users makes them a powerful opportunity to test, segment, and optimize. It’s also an opportunity to reach people beyond their 20s because their average age is 35.
Another thing you may not know – eH is also creating a site for same sex couples as part of a legal settlement. Depending on how well that works out, that may be another targeting opp for you.
I've worked with a couple of dating sites and saw relatively low click rates – after all, people are their to see the pictures on most date sites. But because eH is attracting a set of consumers that are more depth- versus mugshot-oriented, that may be different in their case. Hey, it’s worth a shot, eeh? Find out more about eH media opps here.
Thanks for reading, and don’t forget to write.
