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More brand advertisers may soon join the online dating fray, lured by a fast-growing, engaged consumer segment.

IPG Media Lab has released a report advising advertisers chasing those consumers who have shifted online dating to smartphones. The report follows a similar white paper IPG, part of the Interpublic Group, published in April on social messaging apps. Mobile dating, the report claims, is tracing a similar trajectory of rapid growth, commanding increasing attention from young audiences. It’s a shift marketers can’t ignore.

“Here’s another group of apps that are forming their own media ecosystem based purely on its size,” said Melvin Wilson, head of strategy at IPG Media Lab and co-author of the report.

Continue reading at AdAge.com