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Explained: Why Zomato Advertises On Porn Sites

Zomato Has A Foodporn

Apart from promoting Foodporn, Zomato shares some useful data behind the reasons to advertise on porn sites.

Zomato explains:

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.

We ran these ads on desktop and mobile sites, between 11 pm and 4 am – when late-night delivery restaurants are at their busiest.

And The Result?

From Zomato’s blog

  • 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%.
  • 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.
  • In Bangalore, Koramangala was hands down the naughtiest part of town, while in Mumbai, Powai gets down and dirty the most.

And The Best Performing Ad?

The BBW/Big Beautiful Wraps ad was Zomato’s best performing desktop ad (no surprises there); the “Hot Sticky Mess” and “Hot Singles” ads also did really well.

Well…

Also see : Why Youtube India is massively promoting porn on homepage

Note : Eat24 started this and has also shared some amazing insights.

5 Comments

Leave a Reply
  1. next maybe they start giving a flyer to all the weed/drug dealers – cause when people smoke they get hungry. Why marketeers need to acknowledge that with great powers come great responsibility and trolling porn websites to drive clicks and awareness is simply wrong on so many levels – one being supporting and advocating the industry which is not regulated at all.

    • @vikas, how do you know what Porn websites are? Have you visited them ever? if you have , did you do something wrong?

      Besides being judgmental you are being illogical. Zomato is not asking people to view porn but get people watching porn to their website.( if this helps)

      Get complete details at their blog before you take the pain of replying

    • Besides IIT JNU is also situated not too far. Katwaria Sarai, Jia Sarai are some localities where students taking coaching classes for Civil services reside in rented homes and live single.
      Approach of Zomato may be making business sense but I will certainly call them Poachers.

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