Dating apps chatter reached a fever pitch in 2015. KBS Attention reviewed more than 2.5 million Twitter conversations that included Grindr, Tinder, Happn, OkCupid and Match to gain insights about the trends. What Attention found: there are a bounty of marketing possibilities. "Looking toward the future, brands and advertisers need to identify ways in which to balance science and art as dating apps begin to become more sophisticated in their capabilities," said KBS Attention associate director Lucas Brockner. "Millennials in particular want practical utility from the brands that advertise to them; otherwise it will provide no value to the consumer and will come off as inauthentic."
This story first appeared in the Feb. 22 issue of Adweek magazine. Click here to subscribe.