Ad-Magic: Zomato Business Doubles Advertising on Porn Sites

Ad-Magic Zomato Business Doubles Advertising on Porn Sites

Okay, so Indians surf porn-sites more than any other portal. That’s not breaking news anymore, correct? Well, given the Indians’ fetish for surfing on porn-sites, it was just a matter of time somebody began cashing on it. Normally you would associate a different genre of advertising to run on porn-sites, but looks like that brand is slowly being broken, as other brands are getting bolder to market their products and services on porn-sites. Advertising is about viewership, after all.

So keeping this basic principle in mind Zomato, which is India’s very popular restaurant discovery, review and food ordering platform, recently tweaked its advertising-ways and opted to try bold-and-unconventional. So they devised ads for their food-delivery vertical on porn-sites. And good news is, the ploy worked and how!

The sales-figures have doubled and tripled since Zomato began advertising on porn-sites. The creative team worked out ads that carried messages every porn-watcher would easily comprehend.

Zomato slotted these ads to run between 11PM to 4PM, and the figured jumped up 10 to 20 times versus traditional advertising like Adwords and Facebook.

Zomato’s strategy was crystal clear, “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!”


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