How Gay Hook-Up App Grindr Is Selling Itself To Major Brand Advertisers

Gay couple on vacation at the beach

This story was originally published by

Grindr may be a risky place to advertise, but that hasn't stopped high flying brands jumping on board.

SHARE
THIS



Unless they have used it themselves, many advertisers may not know that gay geo-social networking app Grindr has a burgeoning advertising business and a potentially lucrative future data business.

Grindr claims to be the largest all-male mobile social network in the world, with nearly 10 million users in 192 countries. Those users are described in Grindr’s pitch document to advertisers (which you can see in full below) as “affluent, tech savvy men,” who mostly earn over the average income, spend more on products and services than straight people and are likely to have future travel plans: an ideal target base for advertisers.

However, it’s also a potentially risky place for brands to advertise: it’s predominantly used to organise no-strings sex, which can often be accompanied with offensive language (although Grindr does have a team of human moderators to attempt to stamp this out). In August a security glitch left users’ locations vulnerable to being discovered by third parties. The company has since disabled distance display, which showed how close a potential match was to a user’s current location.

Some people also use the app to organise drug pick-ups (many different apps are used for this too, most notoriously Instagram).

Business Insider talked to Grindr’s CEO Joel Simkhai and asked what the company is doing to ensure brands are advertising in safe environments on the app that they would want to associate themselves with.

Read the full article here.

Please login with linkedin to comment

Chloe Uy pizza ads YouTube

Latest News

Xandr Shares Comprehensive Approach To Identity
  • Marketing

Xandr Shares Comprehensive Approach To Identity

Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

When It Comes Brand Building, Less Isn’t Always More
  • Opinion

When It Comes Brand Building, Less Isn’t Always More

In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]

Opinion

by B&T Magazine

B&T Magazine
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
  • Advertising

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!

South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Partner Content

by B&T Magazine

B&T Magazine