There are plenty of ads on Plenty Of Fish and plenty of money to be made on this self-serving ad platform. We talk to Benjamin Louie, employee #4 about where POF.com is today and where they are headed. Ben is the primary contact on both the buy and sell side and behind the scenes, he is involved in the product development of their advertising platform, security and risk management and updating the advertising blog.
1) Where do you see your inventory being sold in 5 years?
In 5 years I see a mix of web + mobile with a heavy skew towards mobile. The trend is too hard to ignore but at this point in time, we’re still
trying to figure out the best way to effectively monetize mobile without sacrificing user experience. I believe the buyers are going to shift towards more ad networks and agencies as the demand for performance tracking increases.
2) How has RTB emerged for you as a large publisher — the upside and downside?
Our advertising platform, ads.pof.com has been RTB since day one. By introducing RTB instead of falling back to Ad Sense, we dramatically
increased revenue. We’re now aggressively adding Ad Networks into the mix so we can compete and have a mix of direct advertisers, agencies, ad networks and Ad Sense. For the user experience this is great as they experience a mix of direct response and branded ads. The downside of RTB from a traffic source’s point of view is quality control of ads. POF.com is in business for the long run and not for the short buck – we hold user experience as our top priority and react accordingly.
3) How does or doesn’t RTB affect quality?
RTB affects quality definitely but it allows the buyer to select the quality of traffic that they want exposed to their ads. With us, you know
you’re paying remnant rates when you put in a minimum bid and you know you’re paying premium bids when you put in a premium bid. We try our best to be transparent with our partners so everyone knows what they’re getting and there aren’t any hidden surprises for either party.
4) POF is known for offering very sophisticated ad targeting – what are the latest developments in that technology that media buyers will be interested in?
We have the following demographic targeting capabilities that I think would interest any media buyer:
Country, State/Province, Zip Code, Gender, Age, Body Type, Height, Hair Colour, Ethnicity, Religion, Intent, Search Type, Marital Status, Looking to Marry Soon, Income, Has Children, Education Level, Profession, Smoking Habits, Drinking Habits, Car, Pets, Games/Puzzles, Months since sign up, Ads Clicked, Browser /Mobile
The latest developments would have to be the ability to target someone based on how many months they’ve been on POF. This is effective because it ensures fresh eyeballs to the ads. For example, if you target people who have signed up in the last 6 months, once they hit 6 months and one day, they’ll no longer see you ad. This runs under the assumption that if the demographic hasn’t performed after X months, the likelihood of performance after X months is unlikely.
5) Aside from dating, what are some other successful campaigns on POF?
Dating-related offers often perform best. For example, info products for men (how to be more successful at dating) or women (how to catch the right man), beauty products (weight loss), horoscope or psychic offers, automotive ads (target non-car owners for car brands, target car owners for insurance), daily deals (lower income, with kids if applicable), EDU leads (exclude educated members), shopping membership sites and games etc.
Find out more about POFpro and how WRW data is integrated into their platform making advertising on POF easier than ever to track, automate, and scale the Plenty of Fish traffic source.