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Dating app Tinder launched its first in-app advertisement on Thursday, a video ad from Bud Light.
The ad, which will only be visible to those 21 and over, appears as users swipe between potential matches within the app. People can then play and pause the video, or click on an accompanying link to hear more about Bud Light’s ad campaign.
Bud Light “will test various video lengths over the course of the campaign,” according to a press release.
Tinder’s foray into advertising is not a shock. Re/code reported in February that Tinder was building its first in-house ad product and had recently named Brian Norgard as its first VP of ad products. IAC, the media company that owns a controlling stake in Tinder, has said on multiple earnings calls that advertising would come to the app in 2015.
Advertising is Tinder’s second revenue stream, which also includes a premium subscription model launched in early March. That business model was controversial at launch for charging older users a higher subscription fee than younger users.
The timing of the ad unit is interesting, given Tinder just hired a new CEO to replace the company’s co-founder, Sean Rad. Tinder hired former eBay executive Chris Payne to lead the dating service, an announcement Payne made late last month after Re/code broke the news; Rad now serves as president (in addition to maintaining his board seat).
It’s unclear how quickly Tinder’s ad business will ramp up — we actually couldn’t find the ad when swiping from multiple accounts. It’s typical for companies to take advertising slowly immediately after launch, a strategy most recently adopted by Instagram and Snapchat.
This article originally appeared on Recode.net.
