Brands are “a little fatigued” by the idea of mobile video, according to Tinder’s advertising sales director Roly Elliott, which platforms such as his hope to change.

Elliott was speaking at Cannes in one of a series of thought leadership videos, in partnership with AudienceScience.

He outlines Tinder’s commercial play in the film, detailing how the 95 per cent of its users who use the free app will be served no more than two ads a day. Elliott also points to its full vertical video format meaning that brands who advertise on SnapChat can use the same inventory for the dating app.

Says Elliott, just six weeks into the role: “What’s been interesting for me has been the fact that our business is built on subscriptions, it is built on loyalty and it is built on people using our platform every day.”

He continues: “There has been a little bit of fatigue from brands when it come to the idea of running mobile video. Of course [you have] Facebook and YouTube and the big players. Really they’re looking for that, and what else you can do.”