• by Colin Kirkland , November 20, 2024

This month, “sapphic” dating and social platform Her is expanding its ad options for brands and its millions of users who identify as LGBTQ+, with programmatic ads via Google Ad Manager, in an effort to help advertisers more efficiently reach their target audience.

Originally launched in 2013, Her is a social dating app designed to provide a safe and inclusive space for queer women, as well as trans and non-binary people, offering free and premium experiences similar to competing dating apps such as Feeld, Hinge, Tinder, Bumble and more.

The app now boasts 15 million users across 114 countries, offering brands a direct connection to queer communities across the globe in five different languages.

According to the company, Her's Gen Z audience -- which identify as LGBTQ+ more than any previous generation -- is active in fashion, sports, entertainment, and wellness communities.

By updating to programmatic advertising through Google, the company is hoping to draw more advertising partners to the space, promising to connect brands with users through personalized interests and behaviors.

The Her app began selling ads in 2018, inviting brands to target lesbian and queer female communities through full-screen pop-ups (static or video), as well as custom-tailored user surveys around specific themes related to lifestyle trends among queer people, and advocacy issues important to the LGBTQ+ community.

The company also offers advertisers branded content development and partnerships with content creators from within its own influencer network.

One of the most successful brand collaborations on the platform, according to Her, was with Durex, driving 30% of sales for the brand's Pride Celebration Boxes.

On average, the company says its premium ads achieve click-through rates of 2%-5% and over 100 minutes of dwell time. By integrating Google Ad Manager's in-app ads, Her hopes to boost its current ad offerings and help brands launch campaigns that “tackle social taboos.”