served as a pioneer for online dating in 1995, but it took more than a decade for the stigma surrounding online dating to go away and gradually attract more users.
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In fact membership prices at e Harmony in 2014 are much more affordable than a good night out, or even a cheap night out!
The online dating explosion (1,400 apps and sites in the UK and rising) has created a new avenue for marketers to explore.
Yet their newsworthiness has another, more positive element and the headlines are also reflective of the creative, quirky thinking these campaigns encourage.
While smartphone dating apps have their limitations (small screens, short attention span, a need to battle against growing resistance to ads that interrupt content) they also offer huge potential and force marketers to think differently about how they get their message across.