This banner ad and here's why.
1. You would look at this ad. It's different than just about any other banner ad out there. It's not trying to pull you in with flashy graphics (and visual messaging) but rather just pulls your eyes towards a big block of text. Why is a big block of text better than flashy graphics? Because everybody else is doing flashy graphics.
2. It's direct. Advertisers are constantly trying to say things without actually saying them. That's a big taboo. Rather than saying "are you single," the ad would show a beautiful woman. Rather than saying "our target audience are young single professionals" the ad would show people in their twenties wearing professional clothes. Rather than saying "signup here," the ad would say "learn more." I like direct. It’s honest. It works.
3. It didn't cost much to produce. This ad looks like it was done with Google Adwords’s ad making tools. No creative costs, no wasted time and lots of opportunity to test and optimize. Trust me people, the amount of money companies spend on producing their advertising does not translate into superior products or services in any way or shape.
4. It’s a great service. That I have never used before. Promise. Then how can I love their service. It's free and everybody else charges for it. PlentyOfFish makes its money on advertising which is probably less profitable than subscriptions would be. That’s ok because PlentyOfFish spends way less on advertising and operations than it’s behemoth competitors. Those savings get passed on to its customers. I love that.