Dating Site

Online dating company optimizes TV — the largest part of its marketing spend

Quick View

  • Despite having successfully used TV advertising for years, one of the worlds largest online dating sites wanted to learn more about how it was impacting responses and registrations
  • The company turned to TVSquared to support its test-and-learn methodology and help attribute and optimize TV spots
  • Today, the dating site credits TVSquared for its quick analysis and help with decision-making around TV advertising

The Problem

Thanks to one of the worlds largest online dating sites, thousands of relationships have started. In fact, the company has one simple mission: to help people find love.

For years, the site has successfully used TV advertising to build its brand and attract new customers. Yet, despite its success, it wanted to know more about the impact TV advertising had on responses and registrations. The company was using a mix of technologies to measure TV effectiveness, but it couldn’t attribute and optimize TV spots to registrations.

According to Jeremy C., one of the site’s marketing directors, TV reaches our target audience and we know a good TV ad builds trust with our brand and drives response. We wanted to optimize the impact by systematically reviewing what works and what doesn’t work.

The site needed an independent system to support its continuous test-and-learn methodology  and it needed it to be quick to set-up and easy to use. That is when it turned to TVSquared.

Using ADvantage, the team started with a long-tail approach, selecting the smaller digital channels first where the risk was minimal and the knowledge curve was high. The TV ad buying approach was based on reaching an audience, and the team began analyzing channels one by one. The smaller the volume of spots on a channel, the easier the process was to quickly identify under-performing spots and reallocate them to another channel. As the volume on each channel increased, so did the complexity and the options in terms of weighting of the channel and buying decisions.

Following the success of this approach, the site is now also using TVSquared to measure the effectiveness of 20-second spots vs. the traditional 30-second spots.

The Solution

The Results

As the leader in online dating with a significant TV advertising budget, the site is using TVSquared as it was intended: enabling quick analysis and decision-making. The near-immediate results that TVSquared delivered to the site is helping the company maximize the efficiency and ROI of its TV spend.

TVSquared works brilliantly, allowing us to dig deeper into what is our largest area of marketing spend and optimize our TV activity. It has supported the continuous test-and-learn approach and we are constantly improving what we do as a result and making investment decisions off the back of what it tells us. We were up and running in days and the tool is intuitive and easily customizable ? the team at TVSquared even changed the tool to look at registrations from the homepage.

Jeremy C.

Managing Director, Online Dating Site