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11% of new registrations via this type of cross-promotion.
Scale-driven customer acquisition competency: We efficiently utilize online and offline advertising to increase brand awareness and drive new user
registrations. Our long history and significant scale has allowed us to develop analytical and operational approaches that we believe are more
sophisticated than any of our single brands would be able to develop as a standalone company. We believe that no one else in the category
approaches the scale of our paid customer acquisition efforts.
Monetization expertise: On a brand-by-brand basis, we continually test and customize our offerings to determine which features to offer for a fee and
which features to offer for free. Over the course of our operating history, these tests have helped us develop significant expertise in maximizing
revenue while maintaining a brand's ability to attract nevi users and maintain a vibrant and active community of users. We believe that our approach to
monetization is more sophisticated than any of our single brands would have been able to develop on its own.
Ability to monetize through advertising: Given the significant size and diversity of our user base, advertisers could reach an average of approximately
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million MM) across our brands for the quarter
Table of Content%
ended September 30, 2015. We offer advertisers the ability to customize their advertisements based on analytics we collect about user interests and
behavior. We believe that our scale and analytics-driven marketing make us more attractive to advertisers. Our products' target markets also provide
advertisers with access to several highly coveted demographic groups, including the millennial generation that our Tinder product has penetrated
effectively.
Commitment to product development: Each of our brands has a robust product roadmap. Product development and innovation are generally brand-
specific and significant resources are devoted to constant improvements of our various products. Accordingly. we have multiple product development
teams working at any given time on a variety of features at a breadth that, we believe, could not be replicated by any of our single brands as
standalone entities.
Shared learning: While maintaining each brand's unique character, we facilitate knowledge and experience sharing across our portfolio in the areas of
marketing and customer acquisition, monetization and product development. While each brand generally is responsible for its own progress in these
areas, the abihty for each to quickly leverage the successes of other brands and avoid their failures. substantially increases the success rates for each
brand in each of these key drivers of business performance.
Demonstrated ability to incubate new businesses. We have a history of successfully introducing new dating brands. For example. OurTime was
launched in 2011 and Tinder in 2012. We expect to continue to devote resources to developing new dating products and believe our industry expertise
and significant cash flow provide a unique ability to succeed in this endeavor.
Identifying opportunistic acquisitions: We have developed a core competency for identifying, acquiring, integrating and scaling businesses. Since
January 2009, we have invested approximately $1,284.0 million to acquire 25 new brands for our dating portfolio, including Okeupid, Mettle, Twoo and
Plenty0fFish.
Our strategy
We are pursuing the following principal strategies to grow our dating business:
Focus on product development. We devote substantial resources to developing new features and functionakties for our products. We believe there are
meaningful improvements that can be made to the efficacy and appeal of products in our category, both through existing and emerging technologies
Increasing product efficacy and appeal are two of the major drivers of increased category adoption.
Become even more mobile: We are increasingly concentrated on mobile development. For the quarter ended September 30. 2015, pro forma for
PlentyOfFish, 73% of our new registrations were from a mobile device. We are currently allocating resources to more rapidly increase our mobile
development, which we believe represents a significant growth opportunity for our business.
Improve customer acquisition efforts: We continue to focus on building our traditional paid acquisition channels, including offline media, with the intent
to reach new customers, increase the demand for dating products and drive repeat usage. Additionally, we are developing our expertise in paid mobile
acquisition and digital video channels. Finally, we are focused on expanding the virality of our brands and maintaining a high rank in app stores We