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Zomato advertising on Porn Sites? – Yes Its True

Zomato has taken online advertising to another level. And while it may seem erotic, the treat at the end of the click promises to be a lip smacking delight. Yes, the food search-and-delivery giant has begun advertising on porn sites and says it is a big hit.

zomato publishing on pornAs per published on Zomato Blog ”

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Working off that industry wisdom, we’re constantly trying to find new ways to reach the people we want to deliver our one simple message to – order food online on Zomato.

We were talking about how to tap into the already buzzing late-night delivery space, and started looking at innovative marketing opportunity areas. Highly optimised Adwords, Facebook, and Twitter ad campaigns are commoditised and therefore quite expensive. The alternative seemed almost obvious when someone said ‘Hey we should try advertising on porn sites’, and then justified it with ‘look, people watch porn, and people get hungry, so stop judging me.’

It was an idea worth looking into at the very least, so we did. As it turns out:

  • India ranks #5 in terms of most daily visitors to Pornhub (the world’s biggest porn site network)
  • Outside of Google, Facebook, Yahoo, and e-commerce sites, Xvideos is one of India’s top visited sites
  • The average time spent on the site by Indians is ~8 minutes (yes, really, just 8 minutes #quickgunmurugan)

So we advertised on porn sites. ( Read Full post here )

  • Advertising on porn sites costs very little money, and is significantly cheaper than other platforms. Like, significantly cheaper. Just look at these numbers:
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  • People in Delhi NCR clicked on these banners the most on desktops, at an average click-through rate (CTR) of 0.12% while Bangalore came (*teehee*) a close second with an average CTR of 0.11%. The campaign average CTR so far is at 0.22%.
  • At a more granular level, the highest number of clicks in Delhi came from around the Hauz Khas area. We can’t say for sure why that happened, but IIT-Delhi is in the area, so… ¯\_(ツ)_/¯
    In Bangalore, Koramangala was hands down the naughtiest part of town, while in Mumbai, Powai gets down and dirty the most.
  • The BBW/Big Beautiful Wraps ad was our best performing desktop ad (no surprises there); the “Hot Sticky Mess” and “Hot Singles” ads also did really well.

Turns out advertising on a porn site is a great idea if ridiculously low CPCs turn you on. These are pretty awesome numbers by any standard, and we’re quite pleased with the number of clicks and app installs driven by these ads so far. Are these installs going to convert to orders? We’ll keep you posted on how many people skip going back to Sunny Leone, and choose to go down on a Big Beautiful Wrap instead.

Footnote: Some folks have pointed out that Eat24 did something similar. Well, great minds…

What you guys think, Please leave your feedback in comments

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Our vision is to help early-stage startups and be a part of their growth. we believe that startups have the potentials to create solutions for community problems and we see ourself as helping hand to such entrepreneurs.

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