Online dating service Match is embracing a new data-driven media strategy designed to get under the skin of its user base and serve up content which will appeal to their every whim and fancy.
The move follows the appointment of MediaCom UK to the brand’s media account, ending Match’s relationship with incumbent Vizieum. MediaCom UK will work with Match across all its dating propositions.
Following a competitive pitch process, MediaCom UK was chosen for its data-led approach to the brief. The agency focused on being able to combine in-house data tools, services and analytics to understand exactly what the dating site’s audiences look like, what kind of media they respond to, and where content therefore need to be placed to reach them.
Match.com vice-president of the Northern European Region Abbie Oguntade said: “Data is a hugely powerful tool for any brand – it should tell us everything we need to know about our customers and wider audiences, and it should help us reach them.
“But in reality, it’s incredibly difficult to actually do that. Accessing the right data and being able to analyse and draw insights from it is not an easy task – it was this ability that set MediaCom apart. We’re excited to work with the team and make sure we’re reaching the right people with brilliant, creative content.”
The win caps a successful 12 months for MediaCom which also counts Vauxhall-Opel, Boots UK and Skoda UK among its 2017 client wins.
MediaCom UK chief executive Josh Krichefski said: “We’re living in a world where audiences are distracted by all the different media channels and the content being delivered over them. Data is a way to rise above the noise, understand exactly how to connect to your audience and then do it. We put data front-and-centre throughout the pitch process and we’re delighted it won us the opportunity to work with more brilliant brands.”
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