Tinder starts running video ads; Bud Light is the first brand to advertise on the app

Tinder, the dating app that helps you find your match through a series of swipes, is monetizing the app through the recent launch of Tinder Plus. In the U.S., $9.99 a month gives users unlimited "likes." Another way to monetize the app is by selling video ads for it, something that Tinder has just started doing this week. The first major product advertised on Tinder is Bud Light.

Tinder is giving advertisers the chance to see if their message is being positively received by users of the app. A swipe to the left means that users don't like the ad and a swipe to the right means they do. It's very Tinder-esque and a great way for advertisers to get a handle on how well consumers like what they are selling, and how it is being pitched to them.

The ads start appearing four or five swipes after you open the app. You have to be over 21 to view the Bud Light videos. If you swipe to the right indicating that you like the ad, you will see a button that says "Enter Now." Press that button to learn about all of the opportunities to enter the #UpForWhatever contest. Winners of the contest end up mingling with celebrities for a week of  'spontaneous fun' at a pre-fabricated party town.


Tinder is going slow with the advertising. Tinder co-founder Sean Rad says that it will be some time before ads are a consistent part of the Tinder user's experience. Also, don't expect to see the same ads on Tinder that you would see on television. Hugh Cullman, director of marketing for Bud Light said that television spots work great for television but wouldn't be a fit for Tinder.


source: AdWeek via TechCrunch