Zomato goes awry, advertises on porn sites and reaps 10X-20X dividends!

Zomato goes awry, advertises on porn sites and reaps 10X-20X dividends!

Bengaluru, India | Red Newswire | Jan 1, 2016, 5:22 PM IST

So this is out of lines and unexpected from a popular food-tech startup. But, Zomato did it and guess what? It benefitted well!

Zomato is a leading restaurant discovery and food delivery platform in India. Recently it started advertising on porn sites and got rich results. And the justification for going this way – People do get hungry while watching porn!

Also, according to stats, porn websites are one of the most visited websites in the country. Pramod Rao of Zomato gave an insight of the advertising campaign on the companys official blog.

Zomato gave 3 main reasons for going this way:

  • 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)

The creative team at Zomato created ads specifically for the porn sites – here’s a peek:

Zomato goes awry, advertises on porn sites and reaps 10X-20X dividends!

Aren’t the ads very creative? Clever enough for a porn watcher to understand!

There is also a simple line at the bottom saying “Late night food delivery”. It surely caught your eye!

Zomato explains this strategy, “The goal was clear – get people to click. Our strategy for this was fairly straightforward, too – create something that’ll take people’s eyes off the video, they’ll click the banner because they’re (obviously) getting hungry now, and then they’ll order online on Zomato. The easiest part was creating ads that didn’t look like all other ads on porn sites, because most ads on porn sites are for…wait for it…more porn!”

These ads run between 11 pm and 4 am and the stats are unbelievable! Zomato fetched 10X-20X return rates when compared to those of the traditional ways (Facebook and Google Adwords!).

The blog also gave some insight into the experiment:

Zomato goes awry, advertises on porn sites and reaps 10X-20X dividends!

  • Advertising on porn sites costs very little money, and is significantly cheaper than other platforms. Like, significantly Just look at these numbers:
  • 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… ¯\_(?)_/¯ 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.

Now with such insights, other startups might also find the courage to take the less traveled path.

Source: Zomato Blog