News Digital jump into the online dating game |
24 Mar 2009 |
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News Digital Media have announced a partnership with the world’s largest online dating site, match.com in a bid to compete against the Fairfax owned RSVP, which currently dominates the online dating scene in Australia.
Match.com was launched in 1995 and currently operates in 40 countries in 15 different languages. The agreement will see Match.com’s Australian brand and content integrated throughout news.com.au as well as launching a co-branded website, dating.news.com.au.
“The integration of Match.com.au into news.com.au brings together two iconic brands, merges their high quality audiences and adds great value to News Digital Media’s 360º lifestyle coverage,” said Michael Robinson, News Digital Media’s CEO of media.
An innovative ad delivery system will be used where the NDM sales team will sell ad space on match.com.au to news.com.au users. This means that through the recognition of a user’s IP address, visitors to news.com.au who then visit match.com.au will have advertisements sold by News Digital Media displayed to them.
“This is a fantastic opportunity for advertisers looking to target highly engaged Australians online who are on their quest for love,” said Robinson.
According to Neilsen Online/NetView, traffic to Australian dating sites increased by approximately 41 per cent in the last year.
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