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Hello Readers!

For the longest time, the 160×600 ads have been our lowest CPM ads/worst ROI ads and I couldn’t figure out why. There’s only one 160×600 on the page and it’s featured in the user messages, which is has a ton of volume! Anyway, so I discovered that the 160×600 is placed in the MIDDLE of the message. This is problematic because if the message is too long, this pushes the 160×600′s below the fold and thus, decreases performance.

Here’s what I mean:

Long message: (ad no where to be found.. it is below the fold)
Short message: (most of the 160×600 is above fold)

So, the fix is basically going to anchor the 160×600 in a set spot regardless of how many messages someone gets or how long those messages are. By keeping the ad above fold, you should see an increase in performance on 160×600′s across the board.

In the meantime, spend some time making 160×600′s as this should be fixed by next week. And if you get in quick, the CPM’s are SUPER low so ROI will be SUPER high :)


I did a post back that gave some insight on which ad spots have the lowest CPM’s (and hence the least competition and most opportunity) so I figure I’d do it again now to help everyone involved end the year strong. So, here we go!

UK males – all ad sizes. Surprisingly, the UK male has the lowest CPM’s on desktop traffic. 160′s are lowest, followed by 728, then 300′s.
Canadian males – 160′s are lowest followed by 728′s.
Canadian females – 728×90′s

And it looks like across the board on mobile web, 160×600 and 728×90 have the lowest CPM’s. 

** 728×90 also includes 960×110 and the small ads (since 3 small ads = 1 banner).

Hope this helps!


11/18/2013 EDIT:


Here’s proof ladies and gents. 2 campaigns with identical targeting/CPM.
Even though Canada has 1/2 the volume of the US, because low CPM.. you’ll get 2x as much impressions in Canada for the same CPM vs. the US.

Hello Readers,

This post is specifically speaking about the Profile Page Ads (300×250):

Results were OK to be honest with you. Affiliates felt that this feature would be unstoppable only if POF allowed you to target new users.. well NOW YOU CAN with the months since sign up targeting!

HUGE opportunity here ladies and gents! Simply advertise a #niche offer to the #niche profile so when someone views that specific #niche profile, they’re hit with the relevant offer. Classic example of Asianbeauties offer on Asian female profiles so anyone that views an Asian female profile, also sees an ad for Asianbeauties.. now with the ability to only target new signups.



PS. if you’re thinking about going the ethnicity route, it’s worth your time to check out this research on the effect ethnicity has on messaging rates:

PPS. Further evidence on interracial dating:

Here’s an interview I did a while back on!

The ad related content kicks in midway through Part 1. If you wanted to learn a little more about me, watch the first 5 mins :)

Apologies for the quality, the internet gods weren’t friendly to Taewoo that day LOL


Big congrats to our CEO, Markus Frind for winning the 2013 EY Entrepreneur of the Year Award for Information Technology!

Tonight’s a big night for us! I think our chances are pretty good :) Will keep everyone up to date on the result.

For information on how POF got started, read this blog entry from Markus’s blog: How I started A Dating Empire

Have a great weekend everyone!


Hello readers!

Burnout happens. It sucks but we all know every ad has it’s day :( But what if you could flick a button and all of a sudden have that ad perform again immediately? Well, theoretically, you can!

Really juicy post today! No one has ever thought of using height to combat ad burnout so bear with me, it’s a good one.


You make 2 campaigns. One campaign targets the even heights (5’0″, 5’2″, 5’4″ etc) and the other group targets the odd heights (5’1″, 5’3″, 5’5″ etc). This assumes that there will be similar #’s of people in each group, which I think is a reasonable assumption if you average it out.

Split test 5 ads in the even group and split test 5 different ads in the odd group. This is key here because if you put the same ad in both campaigns, then that defeats the purpose. This is beneficial because split testing 5 ads in 2 separate campaigns feels a lot less taxing than 10 ads in 1 campaign.

Then when you see burnout happening, swap height targeting! Even > Odd and Odd > Even. You’ll be showing already split tested ads to a brand new demo! This would theoretically work with any demo where you can draw the line down the middle but I think height’s the best one.

Another way to use this is if you have a successful campaign with good ROI and you don’t want to compromise that performance by putting more ads in, set up a test campaign targeting only even or odd heights. That way you give exposure for your test ads to 50% of the audience, gauge performance, and transfer the good ROI ads to the full-power campaign.

Hope this helps!


Hello friends,

I’m excited for this change! So, previously, if you signed up to POF as a new user, you would not see 300×250 ads. As of today, NEW USERS SEE 300×250 ADS ONCE MORE! If you haven’t tested this size out in a while, I suggest you try it out with “Months Since Signup” to get at these brand new users via another ad size!

Second item of business, the health angle works. Tested and verified by multiple affiliates :) In my opinion, the ads I’ve seen with the health-angle can be very much improved upon. Let’s see who can figure out the best health-related angle to reap in TONS of $$$! To the victor goes the spoils!

Third, yesterday, I was promoted to Advertising Manager at POF! Which means I get to take on larger projects that involve working with some of the POF team that I previously haven’t had a chance to work with. This is exciting for me and for you because who knows what kind of crazy awesome stuff we can come up with :) If you had a wacky suggestions, I’d love to hear them! Give me your ideal, best case, wildest feature and we’ll see if we can make it come true.

Hope everyone has a great weekend! Vancouver’s in for a wind/rain storm, which means it’s going to be a video game/movie weekend for me!

Until next time,

USA WEEKEND - Sep 21 – Among those ages 50-65, the top three deal breakers are poor health (78%), financial instability (76%) and a potential partner they find physically unattractive (75%), according to survey. The survey also asked whether respondents want to marry at this stage of life. 51% wanting to marry and 49% is against it.


Who can spot the angle? We’ve all seen rich man/sugar mommy ads, we’ve all seen meet a hot guy/girl ads… how many of you have seen a dating health-related ad? I’ll tell you how many I’ve seen lately: ZERO.. even though it’s the #1 deal breaker!!

This makes me wonder, how many reverse “dealbreaker” angles are out there yet to be discovered? Spend today and do some research and I promise you there’s $ to be made!


What a nice surprise for Monday! The guys over at iPyxel really lays it all out for you in a very simple, easy to understand infographic.


They’re also the guys that made POFpro, which is the most complete POF 3rd party software to help you become successful. And if you don’t know what POFpro is, get yourself in the loop!
Check out the video

If you didn’t know, Tom and I worked out a deal where you would get 50% of your first paid month back in POF credits (after you tried it free for 30 days and decided it’s worth investing in). I think it’s worth it 100% but that decision is ultimately up to you.

Here’s the tracking link to sign with so we know who we need to credit:



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