Data.ai predicts that 2023 will be a highly successful year for the continuously expanding range of dating apps worldwide. Love-seekers are now devoting approximately 700 million hours annually to these platforms, which has witnessed an 11% increase compared to the previous year. According to Business of Apps, the number of dating app users grew to 323.9 million last year, and its market generated US$5.61 billion in revenue.
In the fast-paced world of dating apps, TanTan emerged as a game-changer since its founding in 2014. Designed to meet the needs of millennials, TanTan revolutionized the dating scene by providing an easy-to-navigate and pressure-free platform. With over 300 million registered users and 10 million daily active users, it has become the go-to app for like-minded individuals seeking connections.
Dating app
- In efficient media buying across multiple platforms and countries, leading to suboptimal campaign performance and missed opportunities.
- High demands for localized creative iterations, presenting challenges in adapting content to diverse cultural and regional preferences.
- Difficulty in measuring and quantifying the effectiveness of media campaigns due to fragmented data sources.
After partnering with XMP, Tantan streamlined and optimized its media buying efforts, acquired invaluable insights into their audience's creative preferences, and notably enhanced the quality of their creatives by leveraging XMP's comprehensive creative analysis reports and batch testing methods. This empowered them to increase team efficiency and identify higher-quality content and understand what mattered to their target audience. Through consistent recalibration and strategic refocusing, Tantan achieved impressive results, including increased user acquisition and retention, as well as cost reductions.
- 15% increased in CTR
- 30% increased in conversion rate
- 350% increased in team efficiency
Centralized Platform Management
XMP enabled TanTan to manage major global media platforms and SDK ad networks from a single interface. The combination of cross-creative optimization and integration between countries allowed for efficient management of multiple ad campaigns, including setting specific budgets and bidding strategies for each region.
Smart Assistant Automation
TanTan leveraged XMP's Smart Assistant automation capabilities to reduce the need for manual monitoring and adjustments. This led to improved campaign performance and greater efficiency for TanTan's media buying team.
Design your monitoring and execution rules on XMP, and let Smart Assistant automatically optimize bidding and budget to achieve better campaign results
Creative Analytics
XMP provides actionable insights into the performance of creative assets, helping TanTan identify the most effective creatives. By customizing tags and continuously refining their creative direction, TanTan's team created captivating content that resonated with user preferences.
Unified Data Insights
XMP unifies data from various advertising platforms, Mobile Measurement Partners (MMPs), and Business Intelligence (BI) tools in one place. With over 200 dimensions, filters, and metrics, TanTan's media buying team gained comprehensive data-driven insights to make informed decisions through XMP.
Implementing XMP yielded impressive results for TanTan. This includes a 95% reduction in time spent managing creatives which allowed the media buying team to focus on strategic initiatives and a 300% improvement in team collaboration efficiency, thus streamlining workflows and enhancing productivity.
A representative from TanTan expressed their satisfaction with XMP's capabilities: "Since we started using XMP, we have strongly felt its powerful capabilities in advertising efficiency and team collaboration. It has greatly improved our team's productivity and helped us expand our market and user base. XMP is like a treasure, an incredible accelerator that we highly recommend."
Through their partnership with XMP, TanTan overcame the challenges of inefficient media buying and localized creative iterations. By harnessing XMP's centralized management, automation, unified data insights, and creative analytics, TanTan achieved outstanding results in UA and campaign optimization. XMP played a pivotal role in empowering TanTan's growth and helped establish themselves as a leading dating app for millennials.
About XMP
XMP is a one-stop cross-channel intelligent media buying platform dedicated to improving the efficiency and effectiveness of advertisers. It integrates global top media, SDK Ad Networks, and mobile measurement partners and enables advertisers to manage their advertising campaigns, creatives, and data across multiple channels all in one platform. Contact the XMP team today to start your journey to success!
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