Digital marketing intelligence platform Pathmatics has analysed ad spend by brands for Valentines Day in Australia.
Over the past three years, there's more diversity in dating-related digital ads with a move away from stereotypical couples to the inclusion of more ethnicites and couples of the same sex.
However, Valentine’s Day isn’t a prime time for dating-related brands to up their ad spend which actually dips around February 14. Instead, these brands up their ad spend around key holiday periods, particularly in December
The pandemic affected dating-related brands with spend much lower in 2020 while consumers thoughts were elsewhere and couldn’t get out and about to meet people. This started to change in 2021.
Eugene Du Plessis, Pathmatics Regional Director Australia and New Zealand: “It’s great to see a more releasitic represenation of the dating world being portrayed in digital ads as we track over time with brands starting to break away from the archaic white, heteronormative stereotypes.
“There’s still much more that can be done in this space though. Showing diversity in digital ads is essential for any brand in this day - when consumers are represented they respond positively, increasing brand loyalty to those who accurately and authentically portray them in their content.
“It’s interesting to see spikes from dating-related brands in April and December - right before Easter and Christmas - with brands aiming their cupids bow (and ad dollars) at periods in the year when Aussies are more relaxed and have the time to search for that significant other.
“Perhaps it’s less surprising to see that Eharmony has been kicked off the top digital ad spend spot in 2021 as Australia’s dating ecosystem shifts from online platforms to apps.
“This is just one of the ways that Pathmatics can compare competitors' marketing tactics to lift the bonnet on specific industries.”
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