Why the hell did Zomato advertise on porn sites! Here’s why :)

In 2015, Zomato executed a brilliant out of the box strategy by running ads on popular porn websites like Pornhub. Sounds outlandish, right? Wait, there was a solid method to the madness.

Let’s look at some statistics.

  1. India ranks third in the world when it comes to porn viewership. (In 2017, porn consumption in India reportedly rose by 75 percent when mobile data rates dropped, mostly in tier-2 and 3 towns)
  2. India has the second largest internet users [1]worldwide.
  3. Data from Pornhub[2] reveal that India, home to the website’s fourth-largest audience by country, logged the biggest increase in its mobile traffic share in recent years, jumping up over 121% from 2013 to 2017.
  4. The CPC (Cost Per Click) is insanely low compared to social media platforms

CPC- An internet advertising model used to direct traffic to websites(app installs) , in which an advertiser(Zomato) pays a publisher(Pornhub) when the ad is clicked.

 

So did it work?

After a week of running this campaign Zomato released some statistics and insights on their naughty experiment.

  1. 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 a close second with an average CTR of 0.11%. The campaign average CTR so far is at 0.22%.
  2. To be more precise , the highest number of clicks in Delhi came from around the Hauz Khas area. The last time I checked, this is where IIT-Delhi was situated. ( just saying. Lol)
  3. In Bangalore, Koramangala was hands down the naughtiest part of town, while in Mumbai, Powai gets down and dirty the most.
  4. 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.

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