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The company has partnered with several food and drink companies, allowing users to choose a location for their date, read reviews and select offers through the app.
"Apps work to enable loyalty between the brand and consumer – it is very much a two-way street because in order to engage your audience through an app, you need to offer them a newer or easier alternative to what is already on offer." Gold doesn't think the presence of ads will put off users, as long as they don't harm the user experience.
According to Jacqueline Gold, CEO of Ann Summers, dating apps are a fantastic way for brands to engage with their audience.
"They allow brands to communicate in their own voice which adds a personal feel and shows consumers that the app understands their needs," Gold told CNBC via email.
Another online dating service, e Harmony, has applied its knowledge to the human resources sector with their Elevated Careers recruitment service."It's quite an innovative move to take the same functionality and mentality that we see in dating and social – which is basically all about chemistry and connection – and applying it to the jobs market," Openshaw said.