Tinder Launches Its First Ad: A Video Spot for Bud Light
Dating app Tinder launched its first in-app advertisement on Thursday, a video ad from Bud Light.
The ad, which will only be visible to those 21 and over, appears as users swipe between potential matches within the app. People can then play and pause the video, or click on an accompanying link to hear more about Bud Light’s ad campaign.
Bud Light “will test various video lengths over the course of the campaign,” according to a press release.
Tinder’s foray into advertising is not a shock. Re/code reported in February that Tinder was building its first in-house ad product and had recently named Brian Norgard as its first VP of ad products. IAC, the media company that owns a controlling stake in Tinder, has said on multiple earnings calls that advertising would come to the app in 2015.
Advertising is Tinder’s second revenue stream, which also includes a premium subscription model launched in early March. That business model was controversial at launch for charging older users a higher subscription fee than younger users.