Explained: Why Zomato Advertises On Porn Sites

People in Delhi NCR clicked on Zomato’s *foodporn* banners ads the most on desktop while Bangalore came a close second. The highest number of clicks in Delhi came from around the Hauz Khas area (hey! there is IIT Delhi), while for Bangalore, it was Koramangala (startup+tech hub area) and Powai for Mumbai (IIT again!).

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.

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